Charleston, S.C. -- The number of Americans delaying their shopping to Memorial Day Weekend is at an all-time high, according to findings in two reports by America's Research Group Surveys. The reports find that shoppers will approach Memorial Day in keeping with a growing trend: holding off on shopping until "big" holiday weekends.
“This used to be an effect that was the private reserve of ‘Black Friday,’” said ARG chairman Britt Beemer. “But beginning with our October Survey, which showed Americans delaying in record numbers, Americans have begun using the 'hold-it-until-the-holiday’ tactic in a in a much broader and more significant way. Now, for the first time, Memorial Day Weekend is scheduled to be the biggest in our 33-year Survey history.”
According to Beemer, not only are Americans are making a weekend that was once thought of as the 'start of summer' into one that is akin to Black Friday -- a time to clip coupons, look for sales and shop.
“Shopping levels will exceed 35% compared to 2011,” Beemer said. “Spending levels will depend on the sale offers and the discounts when shoppers get into the stores.”
Retailers who offer early bird specials and open early on Memorial Day—a la Black Friday—will see the best sales and the highest spending levels, the industry consultant said.
“The closer you come to creating '’Black Friday’ the better your sales will be,” Beemer explained.