RSSMore shoppers, less spendingat outset of holiday shopping season
Black Friday a mixed bag for local, national retailers, showing shoppers may be more conservative
Shoppers showed up in droves in retail establishments on Black Friday, but sales were only slightly higher than last year, according to industry insiders.
According to the National Retail Federation, 195 million shoppers made purchases on Friday nationwide, about 13 percent more than last year's 172 million. But the NRF said that the average shopper spent about 8 percent less, $343 versus last year's $373.
"Compared to last year, our traffic level was slightly up on Friday and perhaps a little down on Saturday," said Ferris Kaplan, marketing director for Fair Oaks Mall in Fairfax. "Overall I'd say it was a little lighter than expected."
At Tysons Corner Center, marketing manager Allison Fischer said that the number of Black Friday shoppers was up from last year, due in large part to the mall's midnight opening. "This is the first time we have ever opened at midnight on Friday, and the amount of people who shopped overnight far exceeded our expectations," she said.
Both Kaplan and Fischer said shoppers this year were being conservative with their purchases.
"Merchants seemed to offer discounts deeper and earlier than last year," Kaplan said.
"Shoppers are being very smart with their purchases this year and they want the deals," Fischer said. "But when we spoke to retailers, their sales all seemed to be above plan."
At Tysons, shoppers were offered special privileges if they showed up in their pajamas to shop at midnight on Black Friday. "They could gain access to our VIP Pajama Lounge and have hot chocolate or coffee," Fischer said. "Hundreds showed up wearing their PJs, and we went through tons of coffee."
According to the National Retail Federation's national figures, $41.2 billion was spent Friday through Sunday, $200 million more than the $41 billion spent during the same time last year.