RANCHO CUCAMONGA, Calif., and FRANKLIN, Mass-New data from CO-OP Financial Services and Saylent Technologies show that CU members who started shopping this holiday season recorded roughly the same buying activity on Black Friday in 2012 as they did in 2011, but dramatically increased their transaction and spending levels on Thanksgiving Day 2012 vs. 2011.
Meanwhile, a separate analysis of its data by The Members Group also found a number of interesting insights about member shopping behavior.
The CO-OP analysis found that Black Friday transactions by CU debit card holders actually decreased by 0.2%, and total dollars spent decreased 3.5%, in 2012 compared to 2011. In a similar survey conducted last year, CO-OP and Saylent found shoppers made 10.1% more transactions and spent 8.1% more during Black Friday in 2011 vs. 2010.
It was a much different story on Thanksgiving Day, according to CO-OP. Transactions increased 18.8%, and dollars spent increased by an even greater amount, 30.7%, in 2012 compared to the year prior.
For the entire two-day period of Nov. 22-23, 2012, total transactions and dollars spent rose modestly year over year-a 6.25% rise in transactions (up 6.5% in dollars).
The analysis of sales is based on more than 5.1 million actual CO-OP transactions made on Thanksgiving Day and Black Friday. The year-over-year comparison was performed via the CO-OP Total Revelation solution, powered by Saylent Technologies.
Findings In CO-OP Data
* Thanksgiving Day spending may have increased significantly, but Black Friday transactions exceeded that of Thanksgiving by 95.1%, while 140.3% more dollars were spent on Black Friday vs. Thanksgiving.
* The CO-OP and Saylent analysis broke down transaction and spending activity in 20 different types of retail outlets. For Black Friday, the category seeing the highest level of growth was record shops, which included iTunes, Amazon Online Services, etc.
* Discount stores led all retail outlets on Black Friday in terms of transactions and spending, as they did last year. The spending declines suggest renewed consumer interest in specialty retailers, the companies said.
The Members Group Analysis
Meanwhile, The Members Group, Des Moines, Iowa, said its analysis of consumer card spending found that credit and debit users who carry cards issued by TMG financial institution clients spent slightly more on average this year as compared to the same period last year during Thanksgiving week.
The total spend amount for debit cardholders during Thanksgiving week averaged roughly $130 this year as compared to roughly $120 during the same week in 2011.
Similarly, credit cardholders' total spend amount increased $15 to $223 in 2012.
Among the TMG findings:
* On Black Friday alone, the total number of card-present debit transactions was nearly 15 % higher than the total number of credit transactions.
* This year, total credit transactions on Wednesday, Nov. 21 and Black Friday, Nov. 23, were nearly identical.
* For debit, the total number of transactions on Wednesday, Nov. 21, was nearly 5% higher than on Black Friday.
* When shopping online, cardholders of TMG clients most often opted to use credit. Total card-not-present credit transactions were nearly 10% higher than the total number of card-not-present debit transactions.