Black Friday Shoppers Go Digital

Consumers are dreaming of a “byte” Christmas.
147 million shoppers will flood stores over Black Friday weekend (the Friday, Saturday and Sunday immediately following Thanksgiving), according to the National Retail Federation. That’s about 5 million less than was projected last year, but there’s an interesting technological twist at play. The NRF reports that 26.8 percent of those projected shoppers are keeping an eye on retailers’ websites for deals, while 31.4 percent are tracking emails from retailers for special offers. That’s an uptick from previous years.

“The days of waking up Thanksgiving morning to find out what retailers’ Black Friday promotions will be has transitioned into an ongoing dialogue between companies and their customers starting days in advance,” the NRF quotes Pam Goodfellow, director of BIGinsight Consumer Insights, as saying. “Consumers can connect with their favorite retailers like never before.”

We’re curious how well retailers will carry that extra online momentum into CyberMonday.

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