CTA: Estimated 56.9 million Americans bought tech over Thanksgiving shopping week
According to new data released today by the Consumer Technology Association, an estimated 56.9 million American adults—or about 45 percent of all shoppers—bought (or plan to buy) tech products during the Thanksgiving shopping weekend, which includes the Monday before Turkey Day through today’s Cyber Monday online shopping event. CTA’s 2015 Post Black Friday Survey also found that the number of online and mobile shoppers is “quickly approaching the number of in-store shoppers this year.”
"Black Friday is in the books, and consumers have once again shown a strong preference to buy tech," Shawn DuBravac, Ph.D., chief economist and senior director of research, CTA, said in a statement. "Consumers began shopping deals and promotions the Monday before Thanksgiving, and momentum continued throughout the week, peaking with the traditional Black Friday weekend."
Here’s a look at some of the major findings from CTA’s 2015 Post Black Friday Survey:
Online and mobile shopping. Roughly 85 percent of those who shopped during the Thanksgiving week did so online or on their smartphones, CTA said. That’s compared to 94 percent who shopped in physical stores.
Black Friday Week spending and shopping traffic. CTA estimated that Americans will spend roughly $40 billion over the entire 2015 Thanksgiving shopping week, with the average spending per consumer being around $319—a 14 percent decrease from 2014. In total, CTA said that 27 percent of U.S. adults shopped on Black Friday, which was up from the 24 percent who did so last year. Thanksgiving Day shopping did see a decrease, down to 10 percent in 2015 (14 percent did so in 2014).
Top tech on Black Friday. Smartphones led the way among those who purchased tech gifts on Black Friday. They were followed by TVs, tablets, tech accessories, and laptops. Videogame consoles, DVD and Blu-Ray players, headphones, fitness activity trackers, and digital media streaming devices rounded out the top 10 tech items for shoppers this year. DuBravac noted that this was the first year fitness trackers and streaming media devices appeared on the list.