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Cyber Monday: fewer people expected to shop

Clothing, toys, electronics popular with holiday shoppers

  • Key4Communications

Early holiday promotions, the continued growth of online shopping, and an improving economy changed the way millions of people approached the biggest shopping weekend of the year.  According to The National Retail Federation ( NRT), 55.1 percent of holiday shoppers were or will be in stores and online over Thanksgiving weekend, down from 58.7 percent last year. A trend that's expected to continue into Cyber Monday. The NTR expects about 127 million people to shop online Monday, down from about 131 million who planned to shop online last year on Cyber Monday.

Overall shopper traffic from Thanksgiving Day through Sunday, November 30 dropped 5.2 percent from 2013 (133.7 million unique holiday shoppers versus 141.1 million in 2013). Total shopping, including multiple trips by the same shopper, was also down this weekend (233.3 million versus 248.6 million). This is the 11th survey NRF has released in partnership with Prosper
“A strengthening economy that changes consumers’ reliance on deep discounts, a highly competitive environment, early promotions and the ability to shop 24/7 online all contributed to the shift witnessed this weekend,” said NRF President and CEO Matthew Shay. “We are excited to be witnessing an evolutionary change in holiday shopping by both consumers and retailers, and expect this trend to continue in the years ahead.”

According to the survey the average person who shopped or will shop the holiday weekend will spend $380.95, down 6.4 percent from $407.02 last year. Total spending is expected to reach $50.9 billion, down from last year’s estimated $57.4 billion. Additionally, more than three-quarters (77.2%) say they took advantage of retailers’ online and in-store promotions to buy non-gift items for themselves or their family, similar to last year’s 76.4 percent.

Clothing, toys, electronics popular with holiday shoppers
Discounted high-end apparel items, televisions and hot toys helped make up the minds of millions of holiday shoppers. According to the survey more than half of those in stores and online over the weekend bought apparel items (54.5%), one-third (32.6%) purchased toys and one-third (34.2%) bought electronics. Additionally, 34.9 percent purchased books, videos or video games, one in five (20%) purchased home décor or home furnishing items, 28.1 percent bought gift cards and 15 percent bought jewelry items.

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