Chicago — A nationwide shopper survey reveals only 30 percent of consumers are planning to shop in-store this Thanksgiving holiday compared with 50 percent this past year, according to Market Track, LLC. Some 40 percent of consumers report plans to shop on Black Friday.
“The decline in both store traffic and positive consumer sentiment toward Black Friday in-store events is well documented,” says Ryne Misso, Market Track director of marketing. “The reality is the battlefront has shifted to digital commerce, and that trend is only going to pick up steam. This holiday season, look for Black Friday to morph into Cyber Friday, where top deals and unique shopping experiences will take place, perhaps first and foremost, online.”
With shoppers reporting better deals can be found online than in-store, Market Track claims more than 80 percent of consumers will buy from Amazon.com, Inc., up 6 percent year-on-year.
Although online sales are expect to increase, social media’s impact will be much smaller, with only 5 percent of shoppers using those platforms to look for sales and deals. Further, just 21 percent of shoppers plan to make purchases through social media sites such as Facebook and Instagram, according to Market Track.