- Andrea Byrne
Consumers are estimated to spend 470 dollars on holiday items in the
period beginning with Thanksgiving and ending with Cyber Monday, according
to a recent survey.
The new ICSC Thanksgiving Weekend Intentions survey represented a sample
of 1,002 US respondents. The data revealed that 91 percent of consumers
will make purchases from retailers offering omnichannel formats and those
retailers are estimated to capture 67 percent of total expenditure.
The data revealed that retailers using both online and in-person
shopping methods will be most successful this holiday season. 69 percent of
consumers plan to buy from pure online vendors compared to 58 percent in
2019, accounting for 29 percent of total expenditure.
85 percent of those surveyed expect to shop over the course of the
weekend and among those planning to shop, 44 percent anticipate spending
more this year than in 2019.
Despite Covid-19, 52 percent of respondents consider Thanksgiving
weekend and Cyber Monday sales important, only one percent down from last
year. 51 percent expect to shop on Thanksgiving Day and 72 percent plan to
shop on Black Friday, in line with 2019. 73 percent expect to shop on Cyber
Physical shopping is predicted to fall this year due to Covid-19. 69
percent of consumers plan to shop in-store this year compared to 84 percent
last year. However, consumers stated they will do less shopping over the
weekend due to earlier sales including Amazon Prime Day, Target’s ‘deal
days’ or Walmart’s ‘big save event.’
For the first time, sales and promotions are not the priority for
consumers when choosing where to shop over the weekend. 36 percent of
respondents stated that Covid-19 safety precautions are the top
Tom McGee, president and CEO of ICSC, said in a statement:
“Thanksgiving weekend will look different this year due to the pandemic,
but consumers will still spend time shopping for holiday gifts and items.
Shoppers have become accustomed to omnichannel shopping and will take
advantage of it, in addition to going to stores, to make purchases.
“Malls and shopping centres are historically a hub for holiday tradition
and festivity, so the holiday season may feel different this year as retail
spaces contend with the challenges of Covid -19. Nevertheless, as our
survey clearly indicates, consumers’ enthusiasm for Thanksgiving Weekend
shopping remains strong.”
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