The national retail extravaganza known as Black Friday saw more shoppers this year, but blockbuster bargains helped them to spend a bit less.
A staggering amount of that buying took place on the Internet, data showed, setting a sales record. It underscoring how retailers have aggressively integrated web bargains into their holiday marketing strategy.
The Thanksgiving weekend saw more than 154 million bargain hungry consumers open up their wallets, the National Retail Federation said on Sunday. Shoppers spent just over $289 on average, which was down from just under $300 last year. Approximately $214 of that sum were spent on gifts.
In keeping with current trends, Internet buyers outpaced brick-and-mortar shoppers, the NRF's data showed, with 44 percent of the survey's respondents buying online while 40 percent went to a store.
"It was a strong weekend for retailers, but an even better weekend for consumers, who took advantage of some really incredible deals," NRF President and CEO Matthew Shay said in a statement.
The day after Thanksgiving, better known as Black Friday, continued to be the most popular day to go shopping. That day was up 1.3 percent from last year, followed by Saturday. Despite Thanksgiving d eve door busters, that day only barely outpaced Sunday as the most popular day, the NRF found.
And, of those that shopped in store, 75 percent shopped on Black Friday, up 3.4 percent from last year, according to the organization. Around 40 percent of brick and mortar consumers ventured out on Saturday, along with 35 percent on Thanksgiving and 17 percent on Sunday, the data found.