While the shift away from stores has been happening for years, the evolution continues to accelerate.
The survey further found that more than 64 million people shopped online and in stores, making use of both platforms through Cyber Monday.
"From good weather across the country to low unemployment and strong consumer confidence, the climate was right, literally and figuratively, for consumers to tackle their holiday shopping lists online and in stores", Shay added. The group didn't offer a comparable number from previous year because it changed its methodology.
"All the fundamentals were in place for consumers to take advantage of incredible deals and promotions retailers had to offer", said Matthew Shay, NRF president and CEO. "It bodes well for the rest of the year". The biggest spenders were older Millennials (25-34 years old) at $419.52. But, Shay said, retailers today are like consumers, they don't differentiate between whether something is bought online or in stores.
- But 65 million shopped both online and in-store, and they spent substantially more than those who shopped only in person or online. It was also unable to provide the amount of total sales generated, saying that it would be hard to extrapolate a figure from its sampling of consumers.
Analysis from other research firms showed traffic to stores falling over the holiday, though the decline was not as steep as some predicted.
This stronger-than-expected performance was achieved in spite of a number of factors that could have exerted a negative influence on growth, such as Black Friday occurring before pay day this year, and many retailers launched discounting campaigns in advance of the day itself. "But there is no question that physical shopping is losing to online shopping".
Skyhook's data paints a very different picture than how Black Friday shopping is typically portrayed, with consumers getting to stores early in the morning the day after Thanksgiving.
Top-selling items online over the weekend included the Nintendo Switch, Hatchimals, L.O.L. Surprise and ride-on cars for kids, Adobe said. For purchases made on smartphones, Apple iOS led with an average order value (AOV) of $123, in comparison to Google Android at $110. In the run-up to the holiday weekend, established retailers invested gradually in upgrading their websites and bulking up delivery alternatives, preempting a decline in visits to brick-and-mortar stores. On Black Friday, 25 percent started at 10 a.m. or later.
Data from ShopperTrak shows that traffic at brick-and-mortar stores decreased less than 1% from Black Friday past year, which is actually good news compared to what some analysts had been fearing.
Busiest Days: The most popular day for in-store shopping was Black Friday, cited by 77 million consumers, followed by Small Business Saturday with 55 million consumers.
On Black Friday, the Federal Bureau of Investigation was flooded with 203,086 requests by federally licensed firearms dealers to conduct background checks on prospective gun buyers. There was little sign of the wild shopper frenzy customary of Black Fridays from last years.
The checks are used to approximate gun sales, although the number, reported by the FBI's National Instant Criminal Background Check System, nearly certainly understates the actual total. Yet although Cyber Monday has become the posterchild for online holiday shopping, the day still hasn't dominated social media, giving weight to the idea that retailers can be doing more to promote Cyber Monday deals.
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