Shoppers walk by holiday decor in New York City on Black Friday, on Nov. 27, 2015.
Yana Paskova—Getty Images
By Julia Zorthian
November 29, 2015

Shoppers this year still wanted to get a head start on their holiday gift list on Black Friday — but overall were less willing to brave the crowds.

Sales on Thanksgiving and Black Friday both fell in stores this year, with a growing amount of people pursuing their discounts online instead.

Brick and mortar sales on Black Friday fell from $11.6 billion in 2014 to $10.4 billion in 2015, according to the retail researcher ShopperTrak. Sales on Thanksgiving fell from just over $2 billion to $1.8 billion. Both decreases are attributed to the increase in online sales, the Associated Press reports.

Meanwhile, online sales jumped 14 percent on Black Friday from 2014, bringing in $2.72 billion altogether. The increase came during a week of online sales and promotions leading up to Cyber Monday on Nov. 30, forecasted to be the biggest e-commerce sales day of the year.

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