Staff Report
Published Nov. 30, 2009

More people went shopping this past Black Friday weekend than in 2008, but average spending fell from last year, the National Retail Federation reported.

The retail industry group looks at national sales and shopping patterns on Friday and over the weekend. The group’s survey found that 195 million shoppers visited stores and Web sites over the three days, up from 172 million last year.

But average spending fell from last year’s $372.57 to $343.31 this year.

“Shoppers proved this weekend that they were willing to open their wallets for a bargain, heading out to take advantage of great deals on less expensive items like toys, small appliances and winter clothes,” said Tracy Mullin, president and CEO of the National Retail Federation, in a news release.

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Mullin said retailers will likely offer bargains through the end of December to keep shoppers coming back.

The group’s survey showed 49% of shoppers visited department stores. That was an increase of 13% from last year.

A smaller group — 43% of shoppers — said they went to discount stores, the survey showed. More than 28% said they shopped online over the weekend.

The National Retail Federation’s survey showed nearly a third of shoppers bought toys this past weekend, up 13% from last year. More people also bought sporting goods, beauty items and gift cards than last year.

The survey of 4,985 people was conducted Nov. 26-28 by BIGresearch for the National Retail Federation. It has a margin of error of plus or minus 1.4%.

According to a separate survey by consumer research firm America’s Research Group, based in Charleston, electronics were the most popular item among this year’s shoppers and were more popular than last year.

ARG’s survey of 680 shoppers, conducted with UBS Global Equity Research over the three-day weekend, showed that 23% had electronics at the top of their lists, up from 18.5% last year.

The ARG survey, which has a margin of error of plus or minus 3.8%, showed that 23% of shoppers went to only one store over the weekend. That was the highest rate in 10 years.

Also up from last year was the number of people who set out for the stores before sunrise. The National Retail Federation’s survey showed 31% of shoppers were out by 5 a.m. Last year only about 23% of shoppers sought early-bird specials.

The group has predicted that total holiday sales — those in the months of November and December — will fall 1% from 2008 levels. Last year’s sales were off 3.4% from the year before, the group said.

ARG has said total sales will fall 2.9% this holiday season, compared to last year.