NEW YORK — Seventy-eight percent of U.S. adults – or about 200 million people – shopped or spent money this Thanksgiving weekend. And 61% of those holiday weekend shoppers, or about 114 million adults, spent money at a physical store.
Those are among the findings of the ICSC Thanksgiving Weekend Survey, which was conducted online on November 29 with a demographically representative sample of 1,013 Americans. The survey also found:
- Over the five-day weekend period, shoppers cited the ability to physically see or touch merchandise (51%), a general preference for in-store shopping (43%) and interest in browsing for other gifts (35%) as primary motivations for visiting a store.
- 52% of shoppers shopped with small or locally-owned community businesses in order to show support for them.
- 72% of customers who purchased items online and picked them up in-store spent additional money at that store or at the same shopping center.
- Despite extensive deals and promotions, 58% of shoppers did not buy some products because prices were too high.
- 60% of in-store shoppers and 63% of online shoppers felt the experience in their respective channels exceeded expectations.
- 56% of shoppers spent money on dining, personal services or entertainment over the weekend, an increase from 48% in 2020.
- Overall, 75% of Thanksgiving Day through Cyber Monday shoppers visited a mall or other shopping center during that 5-day period.
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