With the Thanksgiving to Cyber Monday 2022 shopping period in the past, Numerator revealed research on consumer response to the economics, operations and promotions that influenced the day.
According to Numerator:
- 87% of Thanksgiving weekend shoppers revealed that rising prices affected their holiday shopping, with 19% claiming a significant impact.
- 35% of Thanksgiving weekend shoppers spent less this year due to factors such as less disposable income, at 39%, electing to buy fewer holiday gifts, at 32%, not seeing as many good deals, at 32%, and saving for possible recession, at 30%.
- 19% of shoppers said they spent more this year than in previous years, with the most common reason cited being rising prices, at 42%.
- The top gift categories during Thanksgiving weekend 2022 were Apparel, cited by 67% of consumers, Toys & Games, by 51%, Electronics, by 46%, Home Goods, by 44%, and Beauty products, by 33%.
- 41% of consumers said they did most or all of their Thanksgiving weekend shopping online, citing convenience, at 62%, the avoidance of large crowds, at 46%, and better deals, at 39%, as their main reasons for choosing virtual over in-store visitation.
- 88% of Thanksgiving weekend shoppers were active on Black Friday, 50% on Cyber Monday and 45% on the Saturday after Thanksgiving.
- 44% of Black Friday shoppers spent more than $100 while 22% spent more than $200.
- The average Black Friday order contained 4.9 items, with a mean price per item of $25.96.
- Black Friday buyers shopped multiple times throughout the day, with 60% making two or more purchases and 15% making five or more purchases.
- Among tracked retailers, Best Buy saw the largest average price per item, at $168.47, followed by Kohl’s, at $34.97 and Amazon, at $33.31.
