A growing backlash against Thanksgiving Day sales is expected to help Black Friday kick holiday butt this season.
According to retail traffic counter ShopperTrak, Black Friday will likely reclaim the throne as the single-biggest shopping day of the year — a title it lost last year to “Super Saturday,” the final Saturday before Christmas.
Indeed, Thanksgiving doesn’t even rank on the research firm’s Top Ten shopping days chart, despite the propensity of some retailers to stage early-bird promotions on the family holiday.
“This year, there are a number of retailers that are choosing to remain closed on Thanksgiving, and we expect that to complement current trends and return Black Friday to the top spot for both sales and shopper visits,” said ShopperTrak chief revenue officer Kevin Kearns.
Among those sitting out Thanksgiving this year are Staples and GameStop. The latter’s U.S. stores president Mike Buskey acknowledged that “this is in stark contrast to what many other retailers are doing, but we are taking a stance to protect family time during this important holiday.”
The ShopperTrak forecast also jibes with a consumer survey by coupon site RetailMeNot, which found that only 10 percent of shoppers believe Black Friday savings are worth the wait.
So if not Thanksgiving, which other shopping days will be the busiest of the holiday season? Here’s ShopperTrak’s projected ranking, by sales volume:
Biggest Shopping Days By Sales Dollars
1. Nov. 27 – Black Friday
2. Dec. 19 – Super Saturday
3. Dec. 12 – Second Saturday before Christmas
4. Nov. 28 – Saturday after Thanksgiving
5. Dec. 5 – Saturday after Cyber Monday/First Saturday in December
6. Dec. 20 – Sunday before Christmas
7. Dec. 13 – Second Sunday before Christmas
8. Dec. 21 – Monday before Christmas
9. Nov. 21 – Saturday before Thanksgiving
10. Dec. 26 – Day after Christmas