NRF: More Black Friday Shoppers, Fewer Dollars Spent

According to the National Retail Federation, more shoppers visited stores and websites over the Black Friday weekend, but average spending per person dropped. The NRF’s Black Friday shopping survey, conducted by BIGResearch, reports that this year Black Friday shoppers totaled approximately 195 million, up from 172 million last year. Average spending per person dropped from $372.57 in 2008 to $343.31 in 2009. The NRF reports that total spending reached approximately $41.2 billion.

According to the survey, toys were the most popular products for Black Friday shoppers. Nearly one-third of shoppers over the weekend (32.2 percent) purchased toys, an increase of 12.9 percent compared to 2008. Other popular goods were books (40.3 percent), personal care or beauty items (22.4 percent), gift cards (21.2 percent), and sporting goods (12.6 percent).

Almost half of Black Friday weekend shoppers visited at least one department store (49.4 percent), also a 12.9 percent increased from last year. Shoppers also visited discount retailers (43.2 percent), electronic stores (29 percent), clothing stores (22.9 percent), grocery stores (19.6 percent), and outlet stores (7.8 percent). More than a quarter of shoppers (28.5 percent) shopped online.

There was also an increased in early-risers for Black Friday. According to the NRF’s survey, 31.2 percent of shoppers were in stores by 5 a.m. compared to 23.3 percent who were in stores by that time in 2008.

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