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But it's the first time in years that store traffic has increased on Thanksgiving evening, suggesting that consumers have changed their time away from home to shop. What's more, it shows how the opening of stores on Thursday evening continues to impact the traditional opening day of the US holiday shopping season.
Black Friday, the day after Thanksgiving in the United States, has become less important in shopping calendars in recent years. That's because many retailers choose to open on Thursday evening, plus early holiday promotions and year-round discounts. However, on this day, consumers are less and less sure to enter the store and crowd people. Instead, they are shopping online.
However, as consumers continue to spend, Black Friday's store traffic and sales figures are not necessarily bleak for most chain retailers, according to consultants. For retailers, winning deals has become more important now, whether they come from online or physical stores.
Major retail entities such as Wal Mart (WMT. N), target (TGT. N) and best buy (bby. N) have spent billions of dollars trying to expand their e-commerce business to generate growing online revenue.
In addition, the consumption pattern of Thanksgiving weekend is not the same as a few years ago, which can predict the consumption of the whole holiday shopping season. Shopping will now be scattered between November and December.
Black Friday's online sales rose more than 19.6 percent to $7.4 billion, slightly below the $7.6 billion forecast, according to Adobe analytics. Adobe analytics tracks transaction data from 80 of the largest 100 retailers in the United States. The company estimates sales rose 14.5% to $4.2 billion on Thanksgiving Day.


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