What was once just Christmas and Black Friday has turned into a whole fiscal quarter of shopping events. It’s helpful to break it down by each phase of the holiday season so you can recognize the different contexts shoppers are coming from.
Let’s look at the stats, according to the National Retail Federation (NRF):
This was the most popular day for in-store shopping in 2017, cited by 77 million consumers, according to the NRF. If you’ve actively promoted your Black Friday promotions, be ready for lots of foot traffic.
These shoppers are looking for deals — you’ll want to promote your biggest discounts on Black Friday. This is a good time to slash prices on slow sellers from Q3 or soon-to-be-outdated fall product lines.
Remember to make it easy to navigate the store, keep walkways clear, and spread your most popular or anticipated items throughout your store.
Small Business Saturday: The Saturday after Thanksgiving
The second-most popular day for in-store shopping was Small Business Saturday, with 55 million consumers. According to the 2017 Small Business Saturday Consumer Insights Survey, the most popular businesses were:
1. Restaurants, bars, and pubs (41%)
2. Clothing and accessories stores (24%)
3. Food stores (23%)
4. Coffee shops (22%)
Use this day to promote your locally sourced wares or products that give back.