Black Friday Sees Shoppers Return to Brick-and-Mortar Stores
This year’s Black Friday marked a significant return to in-person shopping, with 126 million Americans venturing out to stores over the five-day shopping extravaganza. This figure represents a 3.8% increase compared to last year and surpasses pre-pandemic levels seen in 2019.
A Resurgence in Brick-and-Mortar
The surge in in-store shopping suggests a renewed eagerness among consumers to engage in the traditional Black Friday experience. “This is a sign of a return of the appetite for in-person shopping after the Covid years,” stated NRF President Matthew Shay during a press briefing.
While online spending also played a role, it lagged behind previous years. Approximately 124.3 million Americans made online purchases during the five-day period, a 7.4% decrease compared to 2023. In total, 197 million individuals opened their wallets during the shopping bonanza, slightly lower than last year’s record-breaking 200.4 million, but still the second highest total.
Conscious Consumption Takes Center Stage
Despite the overall spending activity, this year’s Black Friday shopping spree was characterized by a noticeable shift towards “more thoughtful” purchases, according to Shay. This trend can be attributed to the lingering impact of inflation, which has prompted consumers to be more discerning with their spending.
“Consumers are generally in good spirits” Shay stated, acknowledging the recent slowdown in price increases and salary growth that has bolstered purchasing power.
Uncertainty Looms as Tariffs Loom
While consumer sentiment remains relatively positive, Shay noted that potential tariffs promised by President-elect Donald Trump have not yet influenced purchasing habits. The NRF has warned that the implementation of these tariffs could significantly erode Americans’ purchasing power, reducing it by an estimated $78 billion annually.
Looking ahead to the holiday season, the NRF projects a 2.5% to 3.5% increase in overall holiday spending, which could push total spending up to a staggering $989 billion.
Is the increase in brick-and-mortar shopping a temporary trend or a sign of a long-term shift?
## Back to the Physical Aisles: Is Brick-and-Mortar Back?
**(Intro Music)**
**Host:** Welcome back to the show! Black Friday weekend just wrapped up, and it seems the shopping landscape is shifting. Joining us today is retail analyst **[Guest Name]**, who specializes in consumer trends! Welcome to the show!
**Guest:** Thanks for having me!
**Host:** So, **[Guest Name]**, we’re seeing some interesting numbers coming out about this year’s Black Friday. Over 126 million Americans braved the crowds for the in-store experience, a number up 3.8% from last year, and even exceeding pre-pandemic figures from 2019. What do you make of this surge in brick-and-mortar shopping?
**Guest:** It’s definitely a noteworthy trend! I think there are a couple of things at play here. While online shopping’s convenience is undeniable, the pandemic really highlighted the social and experiential aspects of shopping that people missed. Black Friday presents a kind of “event” atmosphere, and for many, it’s enjoyable to browse, interact with staff, and even wait in line with others. [[1](https://www.cnn.com/2023/11/27/business/record-setting-holiday-sales/index.html)]
**Host:** That’s fascinating. Is this a sign that the future of retail is a hybrid model, combining the best of both worlds?
**Guest:** Absolutely. Retailers are already adapting, offering options like curbside pickup and in-store ordering to appeal to shoppers seeking both convenience and a physical presence. The key for brick-and-mortar stores moving forward will be creating unique and engaging experiences that can’t be replicated online.
**Host:** Great point! What advice would you give to retailers looking to capitalize on this resurgence of in-store shopping?
**Guest:** I’d say focus on creating a welcoming and engaging atmosphere, invest in knowledgeable staff who can provide excellent customer service, and offer experiences that go beyond simply purchasing a product. Think events, workshops, or even collaborations with local businesses.
**Host:** Excellent advice! Well, **[Guest Name]**, thank you for sharing your insights with us today. It’s interesting to see how the shopping landscape continues to evolve.
**(Outro Music)**
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