Omnichannel retailers expected to have an edge

NEW YORK  — Retailers are gearing up for what is expected to be a big Thanksgiving weekend with announcement of special deals and tools to make online and in-store shopping easier. The stakes are high, according to a new survey from the International Council of Shopping Centers (ICSC), which found that consumers plan to spend an average of $554.90 over the weekend that includes Black Friday, with $207.30 of that going toward holiday gifts.

Omnichannel retailers are expected to have a leg up, according to the survey, which found that 93% of shoppers plan to spend with retailers that have both a physical and a digital presence. And among those shoppers planning to buy online and pick-up in store, 77% indicated that they are likely to spend additional money at that store or in adjacent stores.

Those results reflect the findings of ICSC’s recent Halo Effect study, which showed a synergy between stores and web traffic. The study indicated that having a physical store increased web traffic an average of 37%, and, similarly, closing a store decreased the retailer’s web traffic.

“It’s clear that having a strong physical and digital presence continues to drive sales — and Black Friday is no exception,” said ICSC president and CEO Tom McGee. “This year’s survey results once again show that consumers want options and will shop both in-store and online throughout the holiday season.”

ICSC’s holiday shopping survey found that 71% of Thanksgiving weekend shoppers will go to a shopping center or mall during the weekend, led by millennials at 83%. The survey also found that:

• Nearly half (46%) of the weekend’s shoppers plan to spend more this year than they did last year.
• Sixty-five percent will spend on holiday-related items like decorations and cards.
• Discount department stores like Target and Walmart will be the most popular destinations, favored by 87% of respondents, while 66% will spend at dollar/variety stores and 65% will shop at department stores.

Walmart got an early start on the holiday shopping season, launching 18 limited-time-offer Black Friday deals on the walmart.com website on Thursday. Additional deals will launch on the web site at 10 p.m. (Eastern time) on the day before Thanksgiving — two hours earlier than last year. In-store Black Friday shopping will be available at 6 p.m. Thanksgiving Day, after a two-hour “Light Up Black Friday” sampling party for customers, who will be offered free coffee and cookies while they get ready for the deals to begin.

“There really is no bigger or better day of the year than Black Friday; that’s why we are pulling out all the stops to make it a great night for our customers,” said Walmart U.S. chief merchandising officer Steve Bratspies. “We’re more confident than ever that our customers will find incredible prices on everything on their holiday wish list at Walmart. And with deep availability of these items in our stores and new features like color-coded Black Friday Store Maps in the Walmart app and Check Out With Me, as well as earlier access to the deals online, it’s never been easier for customers to shop — and save — at Walmart on Black Friday.”

Other retailers have announced deals of their own for the Thanksgiving weekend.

Dollar General Corp., for example, said it will offer one-day-only deals on Thanksgiving Day, including 75% savings on toys with the purchase of another at full price, and 50% savings on tree décor, including holiday lights, trees, ornaments, tree skirts and tree toppers. Beginning on Thanksgiving and running through Saturday, November 24, Dollar General will offer deals on small kitchen appliances and pantry staples, as well as selected home décor items.