5 Predictions for Thanksgiving Weekend Shopping

Year after year, holiday promotions roll out sooner than the last. While the traditional holiday shopping period was historically known to last from Thanksgiving weekend through December, some argue that the timeline begins as early as Halloween. What do respondents of our 11th Annual Retail Compass Survey of CMOs expect for the holiday weekend?
  1. Retail CMOs expect a sales boost this winter, projecting a 4.7 percent increase, tied for the highest projection in the survey’s history. But this optimistic outlook comes with little help from Black Friday and Cyber Monday, as both days seem to be waning in importance in the eyes of retail CMOs.
  2. More than two-thirds of retailers expect sales on Black Friday and Cyber Monday to remain flat this year.
  3. Overall, retailers anticipate a modest bump in sales on Black Friday, projecting a 2.6 percent increase.
  4. Cyber Monday forecasts aren’t quite so rosy, as CMOs noted a mere 0.7 percent increase, the lowest forecast in the survey’s history. However, this increase would come on top of the $3 billion in sales that Cyber Monday took in in 2015, according to Adobe.
  5. Consumers should shop early and hold out until the end. Over half (55 percent) of the surveyed CMOs noted that they will spread their promotions throughout the holiday season, with just 14 percent of retailers focusing on Thanksgiving weekend.
For a more complete look at retailers’ projections for this holiday season, view and download the full 2016 Retail Compass Survey of CMOs, here.