Introduction
The traditional American holiday of Thanksgiving has increasingly become synonymous with the start of the year-end shopping frenzy. What was once a day dedicated to family gatherings and feasting has transformed into a retail spectacle, with millions of consumers either logging online for early Black Friday deals or lining up outside stores for Thanksgiving evening openings.
This year, U.S. retailers witnessed a dual surge: record-breaking online sales as e-commerce platforms rolled out aggressive discounts, coupled with strong in-store foot traffic as shoppers returned to physical retail locations in numbers not seen since before the pandemic. The convergence of digital and brick-and-mortar shopping highlights the evolving nature of consumer behavior—blending convenience with the desire for in-person experiences.
This article examines the factors driving this year’s Thanksgiving shopping boom, analyzes the shifting dynamics between online and offline retail, and explores what these trends mean for the future of holiday commerce.
The Rise of Thanksgiving Shopping: From Family Dinner to Retail Frenzy
1. The Evolution of Thanksgiving Retail
Historically, Black Friday—the day after Thanksgiving—was the official start of the holiday shopping season. However, in the early 2010s, retailers began experimenting with Thanksgiving Day openings, luring shoppers with “doorbuster” deals. While this move was controversial (critics argued it encroached on family time), it proved lucrative.
By the late 2010s, online sales began eclipsing in-store traffic, with Cyber Monday emerging as a digital counterpart to Black Friday. The pandemic accelerated this shift, as lockdowns forced retailers to prioritize e-commerce.
2. 2023 Trends: A Return to Stores, But Online Still Dominates
This year, two key trends emerged:
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Online sales hit new highs, with Adobe Analytics reporting $5.6 billion spent on Thanksgiving Day alone (up 12% YoY).
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In-store traffic rebounded, with major retailers like Walmart, Target, and Best Buy reporting crowded aisles as shoppers sought early deals.
This suggests that while digital shopping remains dominant, consumers are eager to return to physical stores—not just for discounts, but for the experience.
Why Online Sales Are Surging
1. Earlier and Longer Discount Periods
Retailers have extended Black Friday into a weeks-long event, with Amazon launching “Black Friday-worthy” deals as early as October. This has conditioned shoppers to browse and buy online well before Thanksgiving.
2. Mobile Shopping and Social Commerce Boom
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Smartphones accounted for 55% of online sales on Thanksgiving, as consumers shopped from their couches.
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Social media platforms (TikTok, Instagram) played a bigger role, with influencers and live shopping events driving impulse purchases.
3. Convenience and Price Transparency
Shoppers increasingly prefer price-comparison tools, AI-powered recommendations, and hassle-free returns—features that e-commerce excels at.
The Unexpected Revival of In-Store Shopping
Despite the dominance of online sales, physical retail saw a surprising resurgence this Thanksgiving evening. Why?
1. The Return of “Doorbuster” Deals
Retailers brought back limited-quantity, in-store-only promotions—such as $99 TVs and half-price appliances—to draw crowds.
2. The Experience Economy
For many, Thanksgiving shopping has become a social tradition—friends and families make a night of it, enjoying the festive atmosphere.
3. Immediate Gratification
Some shoppers prefer walking out with purchases rather than waiting for deliveries, especially with supply chain concerns lingering.
Key Retail Winners of Thanksgiving 2023
1. Walmart: Omnichannel Dominance
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Online: Saw a 15% jump in e-commerce sales, with curbside pickup demand soaring.
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In-Store: Reported strong turnout for evening deals, particularly in electronics and toys.
2. Amazon: The Digital Juggernaut
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Record sales in smart home devices, fashion, and beauty.
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Same-day delivery expansions paid off in urban markets.
3. Target: Blending Online & Offline
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Drive-Up and Order Pickup services saw a 20% increase.
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Store foot traffic surged thanks to exclusive toy and apparel discounts.
4. Department Stores (Macy’s, Kohl’s)
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Leveraged Thanksgiving Day parades and in-store events to attract families.
Challenges and Criticisms
1. Worker Exploitation Concerns
Labor advocates criticize retailers for forcing employees to work on Thanksgiving, cutting into family time. Some chains (like Costco) have resisted opening on the holiday.
2. Overcrowding and Safety Issues
A few stores reported scuffles over discounted items, reminiscent of pre-pandemic Black Friday chaos.
3. Sustainability Concerns
The surge in online orders raises questions about packaging waste and carbon emissions from expedited shipping.
What This Means for the Future of Holiday Retail
1. The “Phygital” Shopping Era
Retailers must merge physical and digital experiences—e.g., buy online/pick up in-store (BOPIS), AR try-ons, and interactive in-store tech.
2. The Decline of “One-Day” Sales
Black Friday and Cyber Monday are becoming month-long campaigns, requiring retailers to sustain consumer interest.
3. Personalization Will Be Key
AI-driven recommendations and tailored discounts will matter more than blanket promotions.
Conclusion: A Thanksgiving of Two Shopping Worlds
This year’s Thanksgiving shopping surge proves that consumers aren’t choosing between online and in-store—they’re embracing both. Retailers who succeed will be those that seamlessly bridge digital convenience with the excitement of physical retail, all while addressing ethical and environmental concerns.
