With Thanksgiving weekend only a few days away, more than 140 million Americans are not only buying groceries for a holiday dinner, but they’re also making their shopping list. According to the National Retail Federation’s Thanksgiving Weekend Expectations survey, 61 percent of respondents said they will or may shop for special deals either on Thanksgiving or the following three days.
The survey found that nearly 70 million Americans will definitely shop over the four-day span, whereas 73 million will wait to see if the deals are worth a shopping trip. Therefore, 73 million people are waiting to see what deals retailers are running in their ads before deciding if they will visit that store, and these discounts can’t be the run-of-the-mill 20-percent off, either.
“Consumers today want more than just the discounts they’ve been showered with since the start of the recession; they want exclusive offerings and a good reason to spend their discretionary budgets,” according to NRF president and CEO Matthew Shay.
Of the majority of respondents who indicated they will shop over the weekend, only 18 percent said they will shop on Thanksgiving Day, compared to 68 percent who will shop on Black Friday. Nearly 43 percent will shop on Saturday, with 73 percent of those shoppers specifically doing so for Small Business Saturday.
When advertising your holiday deals, focus on circulars and emails because nearly 50 percent of respondents plan to use circulars to keep track of holiday sales and 31 percent plan to use email.
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