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Over 164 Million Shoppers Expected over Thanksgiving Weekend

The National Retail Federation expects over 164 million Americans – or about 69% of the population – to go shopping next weekend.



Over 164 million people, or about 69% of the American population, are expected to shop over Thanksgiving weekend, according to a new survey by the National Retail Federation.

The survey reports that about 20% plan to shop on Thanksgiving Day (32 million) , and about 70% plan to shop on Black Friday (115 million). About 43% of respondents plan to shop on Small Business Saturday (71 million), with 76% of Saturday shoppers doing so specifically to support small businesses. On Sunday, 21 percent expect to shop (35 million) and 48 percent are expected to shop on Cyber Monday (78 million). This year marks the first time the NRF will include Cyber Monday questions in the questionnaire.


Of those shopping, 66 percent said they’re doing so to take advantage of deals and promotions retailers will offer, while 26 percent cited that shopping over Thanksgiving weekend was “a tradition,” while 23 percent described it  as “something to do” over the holiday weekend.

Of the nearly 7,500 consumers surveyed, 23 percent said that Thanksgiving Weekend is when they start their holiday shopping, while 56 percent of Americans had already started their holiday shopping. Only 12 percent of consumers have completed at least half of their shopping, while only 2 percent have finished all of their holiday shopping.

“Buying new tires” was not mentioned in the shared results.

The survey, which asked 7,439 consumers about their shopping plans, was conducted October 31-November 7 and has a margin of error of plus or minus 1.2 percentage points.

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