Elevated prices for food, rent, gasoline and other household costs have taken a toll on Black Friday shoppers. As a result, many are reluctant to spend unless there is a big sale and are being more selective with what they buy.
The average discount rate in the U.S. across all categories online was 31% on Thanksgiving, up from 27% the previous year, according to Salesforce data. The steepest discounts were in home appliances, general apparel, makeup and luxury handbags.
The traffic was “significantly larger” on Black Friday compared to the previous two years because shoppers feel more comfortable in crowds, Macy’s CEO Jeff Gennette said. “I can’t get what I used to get,” said the mother of five children, ages 1 to 13. “Even when it was back to school, getting them essentials was difficult.”
But people are still shopping on Thanksgiving — online. Garf said Salesforce data showed online sales spiked in the evening during the holiday this year, suggesting people went from feasting to phone shopping. And with holiday“The mobile phone has become the remote control of our daily lives, and this led to an increase in shopping on the couch as consumers settled in after Thanksgiving dinner,” Garf said.Shoppers spent $5.3 billion online on Thanksgiving Day, up 2.
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