Overall holiday sales are forecast to reach an all time high of $630 billion and $93 billion of that will be spent online, up almost 10 percent from 2014. The National Retail Federation estimates nearly 136 million Americans will shop in stores during the four day weekend.
“It’s still one of the most important days. However, it’s just not as important as it use to be. Retailers can’t dismiss it, they still have to have a Black Friday strategy and many still do. However, it’s not as intense as it used to be,” Christopher said.
“You will see all these sales throughout November they call Black Friday sales but they’re not really Black Friday. These sales are not as deep and the customer is not ready to go shopping, those are all preseason. This is the first game of the season. This is the start of the holiday period,” Storch said.
Unusually warm weather is another added bonus on this Black Friday. But retailers admit that because of a warm fall season, they have an excess of winter apparel that they are looking forward to selling over the next few weeks.