Thanksgiving and Black Friday sales jumped 9.4% year-on-year (YOY) over the two-day period compared to last year’s 3.5% YOY growth during the same period. eCommerce transactions grew 19.8% on Thanksgiving and 12.1% on Black Friday.
First Data’s SpendTrend report also found online sales grew 14.3% overall, with the 5 a.m. hour showing sales growth soar past 40%. For the majority of Thanksgiving Day, the growth rate stayed above 15%.
At the stores, Thanksgiving Day sales grew 8.2% for the day.
Overall, spending on Thanksgiving Day grew 14.3%, while Black Friday spending grew 8.2%.
Online sales as a percentage of total spend steadily grew from 13.6% in 2013 to 18.3% in 2015, indicating an ongoing shift from brick & mortar to eCommerce.
The retail subcategory that saw the most growth was building materials & garden equipment, with a healthy 21% growth rate. Health & personal care stores saw a decrease in growth.
When it came to ticket size, 2015 was a mixed bag, with half of subcategories showing modest gains, and the other half, modest decreases. Electronics & appliances had the lowest average ticket prices, declining nearly $30, from $149.50 last year to $122.50 in 2015. The decrease may have been driven by big sales in electronics designed to bring bargain hunters through the door. Hotels also posted decreases in their average ticket size, from $249.30 to $222.
Among the non-retail categories, the travel industry (including air/rail/ship) saw a decline in average ticket size, from $130.90 in 2014 to $65.40.
Travel’s (air/rail/ship) average ticket price over the holiday weekend dropped significantly, from $130.90 in 2014 to $65.40 this year.
New England and the Mid-Atlantic regions were 2015’s biggest winners, with growth of 13.1 and 12.9%, respectively, versus losses of 2-3 percentage points last year.
For data, background and forecasts on Holiday Spending: Search CardWeb.com’s CardFlash® Library of more than 58,000 archived articles; Access CardWeb.com’s CardData® for current and historical Performance, Portfolios, Profiles, etc. Visit RAM Research® (ramresearch.com) for quarterly and annual forecasts covering more than 150 metrics. [complimentary or deeply discounted access to CardWeb.com subscribers].
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