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NRF: 152 Million to Shop During Black Friday Weekend

Posted on November 17, 2011 by HFN Staff

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 RetailMeNot.com and FatWallet.com, 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.