Up to 132.9 million Americans will shop Friday (“Black Friday”), Saturday, or Sunday, according to a National Retail Federation survey.
While 55.1 million people said they definitely plan to shop this weekend, 77.8 million said they may shop, according to the survey conducted by BIGresearch for the NRF. Many of this year’s post-Thanksgiving shoppers will be young adults 18-24, as nearly half of them (47.2%) said they definitely plan to shop the weekend after Thanksgiving.
“Though some people incorporate holiday shopping into their Thanksgiving traditions, others wait to see how good the deals are before they set their alarm clocks for Friday morning,” said NRF president and CEO Tracy Mullin. “Retailers know that customers are looking for good values this holiday season and many will be offering prices and promotions that are too good to pass up.”