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US Holiday 2018: Thanksgiving Weekend Sales Creep into Early November

Executive Summary

From Thanksgiving Day through Cyber Monday, more than 165 million Americans shopped according to a new survey by the National Retail Federation (NRF) and Prosper Insights & Analytics.

  • Year-over-year traffic during the five-day holiday shopping period is down by about 9 million shoppers, but up about a million when compared to the NRF/Prosper Insights & Analytics forecast published earlier in November.
  • Black Friday has become the traditional start to the holiday shopping spree with family and friends shopping together in the spirit of the holidays. Cyber Monday was the most popular day to shop, followed by Black Friday.
  • Some 66% of shoppers surveyed used a mobile device to make a holiday purchase decision over the Thanksgiving weekend; such mobile usage reached 88% among those ages 18–24 and 87% among those ages 25–34.

Click here to read Coresight’s coverage on US holiday retail and gain key retail insights for 2019 and prior years.

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