Thanksgiving Spending Analysis Part 2: Online Spending Dominates

Welcome back to Part 2 of 1010data’s Thanksgiving Spending series! The results from the 2014 Thanksgiving Weekend are in.  Looking at a panel of more than 5 million shoppers, we took a longitudinal and geographic look at consumer spending by day over the 2014 Thanksgiving holiday.

In Department Store spending, 2014 share of online spending grew across the 5-day period compared to 2013. Surprisingly, share of online spending jumped on Thanksgiving day as shoppers got a head start on Black Friday shopping.

Similar trends could be seen in Mass/ Club spending, where 2014 share of online spending also grew across the 5-day period compared to 2013. Both Saturday and Cyber Monday saw large jumps in online spending in this channel.


Amazon continues to successfully spread sales throughout the 5 days of Thanksgiving, establishing itself as a mature player in the holiday shopping season.


Definitions for Analysis:

Mass / Club: Costco, Sam’s Club,  Target, Walmart

Department Stores: Bloomingdale’s, Bon-Ton, JC Penney, Kohl’s, Lord & Taylor, Macy’s, Nordstrom, Saks