More than 154 million consumers shopped over Thanksgiving weekend, up from 151 million shoppers last year, according to the National Retail Federation and Prosper Insights & Analytics.
Average spending per person over Thanksgiving weekend totaled $289.19, down slightly from $299.60 last year. Seventy-four percent of total purchases specifically went towards gifts.
The survey found that 40 percent of consumer shopped in-store, while 44 percent shopped online. The most popular day to shop online was Black Friday, up 1.3 percent from last year to 74 percent, followed by Saturday (49 percent), Thanksgiving (36 percent), and Sunday (34 percent). And, of those that shopped in store, 75 percent shopped on Black Friday, up 3.4 percent from last year, 40 percent on Saturday, 35 percent on Thanksgiving and 17 percent on Sunday.
As far as when people showed up in-store on Thursday and Friday, the survey found nearly three in 10 shoppers (29 percent) headed out after 10 a.m. on Black Friday, up from 24 percent last year. Less than 15 percent of consumers arrived to the stores by 6 a.m. or earlier on Black Friday. Early Thanksgiving Day in-store shopping dropped by 19 percent with only 7 percent of consumers heading to stores before 5 p.m.—while shopping that day itself was up one percent.