NRF: One-Third of Black Friday Shoppers Bought Packaged Media

30 Nov, 2015 By: Erik Gruenwedel

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Who said DVD is dead?

Taking advantage of traditional Black Friday discounts, nearly 32% of the 151 million people who shopped from Thanksgiving through Nov. 29 in stores and online said they bought DVD (and Blu-ray) movies and TV shows, in addition to books and video games, according to the National Retail Federation.

That compared with nearly 35% of 133.7 million Black Friday shoppers who bought packaged media in 2014.

With Target, Best Buy and Walmart stocking temporary point-of-purchase displays with DVD titles priced less than $10, the impulse purchase factor was put to the test. 

Indeed, 32.5% of survey respondents said their purchases over the weekend were specifically driven by sales and promotions. The survey of 4,281 consumers was conducted Nov. 27-28.

Nearly 102 million people say they shopped in stores over the Thanksgiving weekend, and more than 103 million say they shopped online. Average spending per person over the weekend totaled $299.60, with 76.6% of total purchases going toward gifts.

Half of those polled (50.4%) said they shopped in stores over the weekend because the deals were too good to pass up; 31.2% said they shopped because it is a tradition, and 25.5% said it provided them with something to do over the holiday weekend. 

“It is clear that the age-old holiday tradition of heading out to stores with family and friends is now equally matched in the new tradition of looking online for holiday savings opportunities,” NRF CEO Matthew Shay said in a statement.

Nearly 73% — 74.2 million shoppers — said they shopped on Black Friday (Nov. 27), the biggest day of the weekend; another 34.6 million (34%) said they shopped on Thanksgiving Day and 46.8 million (45.9%) shopped on Saturday.

Among online shoppers, the survey found 41 million people (39.8%) said they shopped on the Internet on Thanksgiving Day and 75.3 million (73.1%) shopped online on Black Friday.

Notably, more than half (53.8%) of 18-24 year olds and 62.1% of 25-34 year olds said they shopped in stores over the weekend, compared with the 41.6% of other adults surveyed. In addition, 57% of both age groups said they shopped online at some point, compared with 42% of average adults polled.

“Millennials have changed the game when it comes to Thanksgiving weekend shopping,” said Pam Goodfellow, principal analyst at Prosper Insights & Analytics, which conducted the survey for the NRF.

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