The National Retail Federation predicts 135.8 million shoppers are expected to shop sometime between Thanksgiving and Sunday. And a shopping behavior study conducted by The Integer Group says 24 percent of all shoppers are expected to do the majority of their shopping in the five days between Thanksgiving and Cyber Monday.
The Best Buy on Nov. 24, 2015, in Beaufort. Ashley Fahey afahey@islandpacket.com
Tanger Outlets Hilton Head in Bluffton will open at 6 p.m. on Thanksgiving, reflecting the new norm for major retailers to open on the holiday rather than on Black Friday.
And despite complaints from some, managers say there is significant demand for it.
"We're seeing high traffic numbers on Thanksgiving," said Ashley Doepp, outlets general manager.
But Thanksgiving isn't necessarily the new Black Friday, as the holiday doesn't seem to divert consumer traffic the next day.
"It's a new group of shoppers," Doepp said, adding that sales remain strong on Friday. "A lot of families bring out their kids in PJs. It's (becoming) an after-Thanksgiving tradition."
The centers will close early Wednesday, at 6 p.m., then reopen 24 hours later. The centers will then remain open until 10 p.m. Friday.
Big-box stores such as Target and Walmart are also opening at 6 p.m. on Thanksgiving. Electronics retailer Best Buy is opening an hour earlier, at 5 p.m.
"The customers call for it," said Janson Malloy, assistant store general manager at the Best Buy in Beaufort. Much like Doepp, Malloy said different types of shoppers visit the store on the primary shopping days, Thanksgiving and Black Friday.
"There are different deals on each day, and a different consumer," Malloy said.
Retailers are cashing in on those multiple consumers with special hours and different doorbusters and sales on Thanksgiving, Black Friday and the rest of the holiday weekend.
The steady growth of e-commerce doesn't appear to be negatively affecting the number of people visiting brick-and-mortar stores either.
"People have been coming in to look at products before the weekend," Malloy said, adding that in-store sales this week at Best Buy have been consistent. "(Many people) want to interact with the products and talk to a salesperson" instead of buying online.
A corral has been set up outside the store in anticipation of long lines.
Doepp agreed, saying online and brick-and-mortar retailers serve different consumers.
"There is a need for both," she said. "There is a relationship between the types of shoppers."
LOCAL DOLLARS
On Tuesday afternoon, Perri Flaherty was busy setting up new merchandise in her downtown Beaufort gift shop, Hollyhocks.
"Last week was very slow, but business is picking up this week," she said. "People are coming home for the holidays."
She anticipates even more shoppers as the weekend nears, especially on the fifth anniversary of Small Business Saturday.
The shopping holiday was established in 2010 by American Express to celebrate local, small businesses in contrast to big-box retail on Thanksgiving and Black Friday, and e-commerce on Cyber Monday.
"I think there hasn't been a lot of good news for the local business scene lately," said Blakely Williams, president of the Beaufort Regional Chamber of Commerce. "Insurance premiums are increasing, and some businesses are struggling to keep their doors open."
But Williams thinks this year's Small Business Saturday could give local stores and restaurants a needed boost.
"The feeling is optimistic" for the holiday season, she said, especially with tourists coming to visit and locals returning home for Thanksgiving and Christmas.
Both the Beaufort and the Hilton Head Island-Bluffton chambers of commerce visited Beaufort County businesses this week with promotional materials encouraging holiday shoppers to purchase items at local stores.
Charlie Clark, vice president of communications at the Hilton Head-Bluffton chamber, said the chamber has a shop local campaign year round, but extra emphasis is needed around the holidays.
"This is the time of year people are shopping," she said. "(It's about) keeping dollars in the local economy."
The Small Business Administration defines a small business as fewer than 500 employees, but Clark said the chamber defines it as any business with fewer than 50 employees. She added that under that definition, about 80 percent of the chamber's members are considered small businesses.
The total spent on Small Business Saturday last year nationally was $14.3 billion, according to American Express. That amount is expected to reach $14.5 billion this year.
"(The holiday) builds awareness of how important local businesses are," Clark said, adding it helps to have the "marketing machine" of American Express to bolster the movement.
Managers of local businesses and big-box superstores alike are anticipating a busy, profitable weekend.
"People have been shopping early," said Ann Marie Fiore, owner of boutique Cocoon, which recently relocated to the Promenade in Old Town Bluffton.
Fiore said she will host an open house with refreshments on Saturday as part of the local Small Business Saturday movement.
Michelle Bridges, manager of Go Fish clothing store in downtown Beaufort, also felt confident in the upcoming weekend's retail forecast.
"The traffic has been good," she said. "Sales are earlier than usual."
And Malloy said Best Buy employees and shoppers are just ready for an exciting weekend.
"This is our Super Bowl," he said.
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