Ashley Othersen of Eaton is one of those shoppers who sees Black Friday as the starting point for holiday shopping.
“Usually on Black Friday I try to get the sale items and then after that … I’ll go and get the bigger items after Black Friday throughout the rest of December,” Othersen said.
And while Black Friday shopping, Othersen said she prefers the in-store shopping experience to see and feel what she’s buying. And even as online and earlier sales grow, Black Friday’s experience can’t be rivaled elsewhere, said Riley Dugan, a marketing professor at the University of Dayton.
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people," he said. "T
The deep discounts on Black Friday can’t be matched online, with brick-and-mortar companies marking prices so low on some items they can’t even make a profit. But the cheaper items will draw shoppers into the store where they’ll hopefully buy other merchandise where the retailer can make a profit, Dugan said.
Even as millions of consumers will head to stores, online sales are predicted to jump 15 percent this year, according to Adobe Analytics, a result of changing consumer habits favoring convenience. Last year, shoppers spent nearly $20 billion online during the five day span from Thanksgiving to Cyber Monday alone.
transaction," said Gordon Gough, president and CEO of the Ohio Council of Retail Merchants.
The line between online and brick-and-mortar is blurry, as being able to touch and see a product in stores can often drive a consumer to purchase it later online, Gough said.
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,” he said.
Those consumers could be waiting for deals, with NRF reporting that 85
percent of consumers have backed out of purchasing an item because it wasn't on sale. And while the deals this coming week may appear to be the best retailers have to offer, Dugan said shoppers should hold out even longer for merchandise that didn't sell during the holidays.
who are patient
holidays,” he said. “O
ftentimes there’s huge discounts at that time of year more so than even the holidays because stores are kind of desperate
Retailers will also offer deals early in January to attract shoppers who received gift cards during the holidays, Gough said.
The average holiday shopper is expected to spend $1007 this year, according to NRF. In total, consumers are expected to spend between $717 billion to $721 billion holiday shopping this year.
The 4.3 percent to 4.8 percent increase between November and December is evidence of a healthy economy, where shoppers are willing to spend more amid low unemployment and more take-home pay.
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By the numbers
$20: Billion spent online between Black Friday and Cyber Monday 2017
15: Percent expected increase in online sales
$1007: Average amount a shopper will spend
4.3: percent expected increase in holiday spending at minimum
$5: billion spent online on Black Friday
$6.6: billion spent online on Cyber Monday
Plan your shopping
Check out our interactive shopping page at daytondailynews.com/retail where you can find out when stores open on Thanksgiving and Black Friday.