The Fallon Chamber of Commerce kicks off the Shop Small Saturday event at the Old Post Office. Sara Dowling/LVN
A record 1.9 million Nevadans were projected to participate in post-Thanksgiving shopping this year, a 3.7 percent increase from last year, according to the Retail Association of Nevada (RAN).
"Consumers are once again proving they are the backbone of the U.S. economy this holiday season," said Bryan Wachter, senior vice president of the Retail Association of Nevada. "With nearly 1.9 million Nevadans expected to shop over Thanksgiving weekend, it’s a clear reminder that consumer spending drives our economy forward."
RAN’s projections, based on survey data from the National Retail Federation (NRF), align with national trends, with over 183 million Americans planning to shop between Thanksgiving Day and Cyber Monday. Black Friday was anticipated to remain the most popular shopping day, with 72 percent of respondents intending to shop. Additionally, over two-thirds of Black Friday shoppers plan to visit brick-and-mortar stores. Cyber Monday was expected to be the second most-active day, with 39 percent of consumers planning online purchases. Overall, nationwide holiday spending is forecasted to reach record spending levels, ranging from $979.5 to $989 billion. This is set to mark an increase of 2.5 to 3.5 percent from last year’s total of $955.6 billion.
Maine Street Cigar Co., proprietor Bill Post helps a customer on Shop Small Saturday.
Sara Dowling/LVN
In Nevada, consumer retail sales are projected to grow 3 percent to a record $6.4 billion, according to the Retail Association of Nevada.
“This year’s projected $6.4 billion in holiday spending highlights the cautious optimism among Nevada’s consumers and the strength of our retail industry,” said Wachter. “We’re hopeful this holiday season will continue to show steady growth while delivering value and joy to families across the state.”
Key motivators for consumers shopping over the Thanksgiving weekend include competitive discounts, which were cited by 57 percent of shoppers, followed by tradition at 28 percent. Younger consumers, particularly those aged 18-24, exhibit the highest intent to shop, with 89 percent planning to participate, according to Prosper Insights and Analytics.
Consumers are once again prioritizing holiday gift giving, with an average of $641 out of $902 budgeted specifically for gifts for friends and family — up from $620 last year.
Online shopping is set to reach 56.0 percent of all holiday purchases, with nonstore retail sales, including online transactions, at an all-time high. As of August, Nevada’s nonstore retail sales totaled $6.6 billion over a trailing 12-month period, marking an 8.9 percent year-over-year increase. RAN estimates nonstore holiday sales could reach $1.4 billion, surpassing last year’s $1.3 billion record.
