Black Friday was the dominant choice for US consumers this year

Black Friday was the dominant choice for US consumers this year

More US consumers opted to take advantage of holiday promotions and discounts on just one of the big retail days this year, particularly Black Friday, with apparel capturing the largest share of spend, new research suggests.

According to The NPD Group's Checkout Tracking, the number who shopped on both Thanksgiving and Black Friday declined to 39% this year from 46% in 2014. Black Friday was the dominant day of choice, with 43% of shoppers hitting stores – up from last year.

Consumers choosing to only shop on Thanksgiving grew to 18% from 14% last year – the largest increase of the three segments, despite many stores deciding not to open their doors on the holiday.

Out of those who did venture out on both days, the majority went to one store, with fewer shoppers making it a multi-store event. NPD Group found less than 15% of shoppers made Black Friday a marathon shopping day, hitting four or more stores – down from 20% last year.

Importantly, apparel captured the largest share of spend on Black Friday, remaining consistent with last year, while Thanksgiving Day spend declined. Overall, apparel was the most purchased category on both Thanksgiving and Black Friday.