Thanksgiving Day at 6 p.m. and Black Friday at 12 p.m., were, once again, the peak spending hours this year. And Thanksgiving Day saw a sharper decline following the 6 p.m. peak than last year, according to NPD Group’s Checkout Tracking.
Checkout Tracking measures consumer buying behavior at the market basket-level, based on receipts for both online and brick-and-mortar retail purchases.
According to NPD, Best Buy won the early shopper, hitting their peak at 5 p.m. on Thanksgiving Day. Wal-Mart won the peak Thanksgiving Day shopper, hitting their peak in the key spending hour of 6 p.m. And Macy’s won the peak Black Friday shopper, hitting their peak in the key spending hour of 12 p.m.
The tracking service also found out that more consumers opted to take advantage of big holiday deals on just one of the big retail days this year, rather than heading out to stores on both Thanksgiving and Black Friday. Those who shopped both declined from 46 percent in 2014 to 39 percent this year. Black Friday was clearly the dominant choice with 43 percent of shoppers hitting stores, with a small boost from a year ago.
Consumers choosing to only shop on Thanksgiving grew to 18 percent, from 14 percent last year — the largest increase of the three segments, despite many stores deciding not to open their doors on the holiday.
Consumers choosing to only shop on Thanksgiving or Black Friday went to just one store and they were finished — fewer shoppers made their outing a multistore event. Fewer than 15 percent of shoppers made Black Friday a marathon shopping day, hitting four or more stores, a decline from 20 percent last year.
NPD found that technology captured the largest share of spend on Thanksgiving Day, but the average spend declined to 26 percent from 29 percent last year. Apparel captured the largest share of spend on Black Friday, remaining consistent with last year, but Thanksgiving Day spend declined. Apparel was the most purchased category on both Thanksgiving and Black Friday.
Video games, toys and appliances all had increased share of spend on both Thanksgiving and Black Friday, compared to 2014.
Information is collected from more than 50,000 consumers from NPD’s receipt-harvesting mobile phone app and the scanning of more than 2 million active in-boxes for e-receipts through Slice Intelligence.