NRF: 152 Million to Shop During Black Friday Weekend

WASHINGTON-Up to 152 million people will be shopping at stores or online during Black Friday weekend (Nov. 25-27), up 10.1 percent from last year's Black Friday weekend, according to the National Retail Federation's annual Black Friday shopping survey.

In addition, 74 million said they are "definitely" shopping over the weekend following Thanksgiving, while the remainder will wait to see what bargains will be offered before deciding whether to hit the stores. "We fully expect to see excited shoppers as early as midnight at stores around the country, as many holiday shoppers would rather stay up all night to take advantage of retailers' Black Friday deals rather than set their alarm to wake up the next morning," said Matthew Shay, NRF's president and CEO.

This year's survey marked the first time that NRF asked shoppers how they plan to keep track of holiday sales events and promotions. More than half (50.5 percent) said they will watch advertising circulars, and 31.7 percent said they would do so through retailers' TV commercials. Also, 23.1 percent said they would seek out coupon websites such as and, and 32.3 percent will look at the email coupons they receive from retailers. Plus, 17.3 percent said they will monitor retailers' Facebook pages, while 11.3 percent will check out buying sites such as Groupon and LivingSocial.

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.


  • Von Tobel Cites Brass Textures Among Top Trends

    Camera Icon   More Videos

Subscribe to
HFN Omnichannel
Receive the news you need to know about the trends in the industry delivered right to your inbox.

Current Issue

  • HFN cover for September 2017


    September 2017


    2017 State of the Industry Report
    Cautious Optimism, Mixed Results

    Many expected 2016 would be a banner year, but the political and economic climate softened consumer confidence. It was also a year consumers spent more lavishly on home remodeling rather than decorating.


    •  TJX Unveils First U.S. Homesense Store - In a time when retailers are reducing store counts, TJX continues to get physical.
    •   Ikea’s Fluid Spaces - The retailer’s new intros reflect multifunctional rooms.
    •  N.Y. Home Fashions Market Preview - Textile textures get soft and cozy, colors warmer.