In-Store Shopping Down This Holiday Weekend From Last Year

By Melissa Campanelli

According to the National Retail Federation, 99.1 million people said they shopped in stores this past holiday weekend, which is down 3 million from last year. Of the four-day weekend, Black Friday was the most popular day to go shopping — 75 percent of the 99 million shopped on Black Friday, up 3.4 percent from last year. And despite Thanksgiving Eve doorbusters, that day only barely outpaced Sunday in terms of in-store traffic. About 40 percent of brick-and-mortar consumers ventured out on Saturday, 35 percent on Thanksgiving and 17 percent on Sunday, the data found.

Total Retail’s Take: While shopping in-store took place on Black Friday, the real holiday shopping news is around online shopping. In 2015, approximately 103 million people shopped online, while 102 million bought in stores. This year, the internet had a clear advantage: more than 108 million purchased electronically, while only 99.1 million bought in stores.

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Melissa Campanelli Author's page Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.