Last week, we posted information on how much mobile shopping will take place for the couch on Thanksgiving Day. Every year, more retailers are moving from just being a virtual destination on Thanksgiving Day to being a physical one. New research has become available that shows consumers are split on hitting brick and mortar stores on Thanksgiving Day.
● Half of all consumers surveyed are against shopping in-store on Thanksgiving Day
● 33% think it’s OK to hit stores on Thanksgiving and 17% were undecided
● In 2012, research showed that only 10%-15% were open to physically shop on Thanksgiving
● Older consumers are the most opposed to shopping on Thanksgiving. Just 16% think it’s appropriate to go brick and mortar shopping on Thanksgiving.
● Younger Millenials are Thanksgiving day shopping’s biggest proponent. Half of adults age 18-24 would shop on Thanksgiving Day. 48% of adults 25-34 agree with them
● Men are more open to shopping on Thanksgiving than Women. 37% of men like the idea of shopping on Thanksgiving Day while only 29% of women do.
What This Means To You
The idea of opening on Thanksgiving Day is a decision that only a business owner can make. While there is a growing market for in-store shopping on Thanksgiving, there are some mitigating factors . There can be some consumer backlash and staffing could be an issue.
Some businesses that have made the choice to open on Thanksgiving have decided to give a portion of profits to charity. You may need to provide a bonus or additional compensation to get people to work on Thanksgiving. If you decide to open on Thanksgiving, you may want to come up with a strategy for equitable distribution of holiday time-off.
For more information on how to create more traffic this holiday season,