WASHINGTON–The National Retail Federation has projected that 138 million consumers will shop the nation’s retailers during the upcoming Black Friday weekend.
If the number of shoppers reaches that level, which was derived from a survey conducted for NRF by BIGResearch, it will represent a 3 percent increase over the 134 million consumers who hit the stores during last year’s Black Friday weekend. According to the survey responses, 60 million people will definitely visit retailers that weekend, while 78 million are waiting to see what bargains will be on offer.
Matthew Shay, NRF’s president and chief executive officer, noted that many retailers have already begun announcing their Black Friday weekend promotions, a change from years past when retailers waited until Thanksgiving to talk about promotions.
In another BIGResearch study, the Shop.org eHoliday survey, more than half of the responding retailers said they would send a special email to consumers about Black Friday deals, while about 40 percent will use their Facebook page to reach out to shoppers. Many retailers also said they would use their website’s home page or their Twitter page to announce and promote Black Friday deals.