The Thanksgiving weekend shopping results continue to come in, and signs indicate that as expected, traffic was up on Thanksgiving Day, while e-commerce sales hit new highs on Black Friday. Survey results from the NRF suggest that overall sales dipped by almost 3%, although ShopperTrak estimates that brick-and-mortar traffic and sales were both up 2.3% on Thanksgiving and Black Friday relative to last year. Unsurprisingly, e-commerce spending growth was much larger, with mobile appearing to have accounted for roughly 40% of online traffic and one-quarter of online sales.
The NRF survey indicates that close to 1 in 5 American adults shopped on Thanksgiving, up from about 15% last year.
According to comScore, desktop-based retail e-commerce spending increased by 15% year-over-year on Black Friday, reaching $1.2 billion. But Thanksgiving Day sales rose by an even greater 21%, to $766 million, as comScore notes that it is now the fastest-growing online shopping day over the past 5 years. Read the rest at MarketingCharts.