The NRF found that from Thanksgiving Day through Cyber Monday, more than 174 million Americans shopped in stores and online, well above the 164 million estimated shoppers from an earlier survey by the NRF and Prosper Insights & Analytics.
Online shopping rose sharply this year, with Cyber Monday becoming the largest online sales day in history at $6.6 billion, according to retail analysts and consultants.
"Thanksgiving and Black Friday each saw impressive online spending totals on desktop computers while posting 20-percent growth rates, adding to the holiday season's fast start compared to 2016", said comScore SVP of Marketing and Insights Andrew Lipsman.
- Everyone - online and off - is doling out the discounts: This was supposed to be the year that brands like Ralph Lauren and Michael Kors relied less on markdowns to move merchandise. The multichannel shopper spent $82 more on average than those who only shopped online. But, Shay said, retailers today are like consumers, they don't differentiate between whether something is bought online or in stores.
Now, much like checking your bank account after a shopping spree, the numbers from the Thanksgiving long weekend (including Black Friday and Cyber Monday) are in, and the findings are significant.
The deepest percent-off discounts on Black Friday aggregated by category were found in travel (average 45% off), designer clothing (average 36% off), and teen clothing (average 26% off).
More than 64 million consumers shopped both online or in stores over the Thanksgiving weekend period, even as about 58 million shopped online only and about 51 million shopped in stores only.
And almost a third of Cyber Monday purchases were made on a mobile device, according to Adobe.
Retail research firm ShopperTrak said on Saturday that store traffic fell 1.6 percent on Thanksgiving and Black Friday compared to previous year. The 25 - 34-year-old age group spent the most over the five-day period from Thanksgiving - Cyber Monday. Other popular destinations were electronic stores (32 percent) and discount stores (31 percent), according to NRF's survey of roughly 3,200 consumers. USA retailers collected in a record $7.9 billion in only online sales on Black Friday and Thanksgiving, up 17.9 percent from a year ago, according to Adobe Analytics, which measures transactions at the most significant 100 US web retailers, on Saturday.
For some retailers, those numbers were even higher: Shopify, an e-commerce software provider for small- and medium-sized businesses, says that mobile transactions accounted for 60 percent of all sales yesterday, up 11 percent from past year.
And the number of Australian retailers getting in on the action is only set to grow.