Thanksgiving 2013. New Trends in Online Shopping
Editor’s note: Everlasting traditions seem to be unable to resist the newly formed consumer behavior anymore and apparently retailers yield to it as well. Thanksgiving dinner is going to be replaced by the early starting shopping rush or at least combined with online shopping.
And the reason is as usually simple. Most people prefer buying during the holiday instead of waiting for the early opening hours on Black Friday. According to National Retail Federation 33 Mln people in the U.S. are planning to make purchases on Thanksgiving Day either online or in stores.
Traditionally Black Friday is expected to be more plenteous: 69.1% (97 Mln) plan to shop on Black Friday, but the share of online shoppers is higher on Thanksgiving Day (according to Placed).
This weekend U.S. customers are going to spend more than 50% of their holiday budgets. So, the possible catch is really attracting. And retailers are fully armed for this hot weekend. More than half of retailers started their online promotions five days before the Thanksgiving weekend. (by Prosper Insights & Analytics). Retailers are going to carry out numerous promotional activities including special email campaigns (44.2%), one-day sales (41.9%), free gift with purchase promotions (23.3%), free standard shipping on all purchases (20.9%) and discounted shipping (20.9%) (according to NRF). This year overall online holiday sales are expected to be 15% higher over the last year (according to Shop.org).