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138 Million Shoppers Expected to Hit Stores Black Friday Weekend, Up Over 2009 Estimates

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View select retailers online Black Friday promotions


For Immediate Release
Kathy Grannis (202)783-7971 or grannisk@nrf.com

138 Million Shoppers Expected to Hit Stores Black Friday Weekend,
Up Over 2009 Estimates

Washington – November 18, 2010 - Talk of discounted toys, e-readers, appliances and even HDTVs has millions of Americans already mapping out their Black Friday plans and filling out their wish lists. According to a preliminary Black Friday shopping survey, conducted for the National Retail Federation by BIGresearch, up to 138 million people plan to shop Black Friday weekend (Friday, Saturday and Sunday), higher than the 134 million people who planned to do so last year. According to the survey, approximately 60 million people say they will definitely hit the stores while another 78 million are waiting to see if the bargains are worth braving the cold and the crowds. 

"The rules for Black Friday have changed significantly,” said NRF President and CEO Matthew Shay. “Instead of waiting until Thanksgiving Day to announce their promotions, many retailers are getting shoppers excited about Black Friday by offering sneak peeks of deals in advance, using social media to create buzz, or teasing upcoming deals on their websites.” 

View NRF’s Black Friday Shopping Tips.

Retailers Using Websites to Entice Black Friday Shoppers Into Stores

This year, many retailers will leverage the power of the Internet to bring shoppers into stores. According to the Shop.org eHoliday survey, conducted by BIGresearch, more than half of retailers (54.9%) will send a special email to customers about Black Friday deals and nearly four out of 10 (39.2%) will use their Facebook page to reach out to shoppers. Additionally, many retailers will utilize their website’s home page (31.4%) and Twitter (21.6%) to announce and promote Black Friday deals.

CyberMonday.com Announces Black Friday Deals of the Hour

Shop.org’s CyberMonday.com, which features promotions and deals from more than 700 retailers, will feature a Deal of the Hour on Black Friday and Cyber Monday. Retailers participating in the Black Friday Deal of the Hour include QVC, Drugstore.com, American Eagle, Kmart, Sears, Sephora and Sierra Trading Post. (View the full list of companies and times.) Offers will include free shipping specials, dollars off, percentages off, and free gifts with purchase.

In addition, CyberMonday.com will be distributing hundreds of dollars in gift cards from major retailers each day through Dec. 25 to its fans on Facebook and followers on Twitter.  

Black Friday Contact Information and Additional Details

NRF will release the results of its Black Friday weekend survey by 1:30 p.m. EST on Sunday, November 28 and will hold a special media briefing at 2 p.m. EST. Information will include what time people started shopping on Black Friday, where they shopped, how much they spent, and what they purchased. NRF will also be releasing findings from a new survey on the number of people expected to shop on Cyber Monday.

NRF’s offices will be closed on Black Friday and throughout the weekend, so please use the public relations team’s direct lines to set up print and broadcast interviews with NRF spokespeople:

- Kathy Grannis: (202) 626-8189 or cell (202) 821-7513 or grannisk@nrf.com 
- Ellen Davis: (202) 626-8127 or cell (703) 474-3446 or davise@nrf.com 
- Scott Krugman: (202) 626-8119 or cell (571) 232-3420 or krugmans@nrf.com

About the Survey

The NRF 2010 Holiday Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the winter holidays. The survey polled 8,778 consumers and was conducted for NRF by BIGresearch from November 3-9, 2010. The consumer poll has a margin of error of plus or minus 1.0 percent. Shop.org's eHoliday study, conducted by BIGresearch for Shop.org, surveyed 51 online retailers from September 1-27, 2010.

BIGresearch® consumer intelligence provides analysis of behavior in areas of products and services, retail, financial services, automotive and media. The BIGresearch Consumer Intentions and Actions® Survey (CIA™) of 8,000+ respondents is conducted monthly and the Simultaneous Media Usage® Survey (SIMM®) of 15,000+ respondents is conducted semi-annually. 

As the world's largest retail trade association and the voice of retail worldwide, the National Retail Federation's global membership includes retailers of all sizes, formats and channels of distribution as well as chain restaurants and industry partners from the U.S. and more than 45 countries abroad. In the U.S., NRF represents the breadth and diversity of an industry with more than 1.6 million American companies that employ nearly 25 million workers and generated 2009 sales of $2.3 trillion. www.nrf.com