Get your showroom, social media platforms and website ready: With a compressed holiday season this year, tens of millions of consumers are expected to make their way through Christmas décor and gift lists during the five-day shopping period on and immediately after Thanksgiving.

That’s according to the National Retail Federation, which recently announced that 165.3 million people are likely to shop Thanksgiving Day through Cyber Monday this year — a potential bonanza for retailers who are prepared, online and in-store. “The tradition of Thanksgiving weekend holiday shopping has become a five-day event with consumers spending money in stores, supporting local small businesses, and online with their mobile devices and computers,” NRF President and CEO Matthew Shay said.

Highlights from the report that prove pertinent to the floral industry include:

Busy Days Ahead? Gone are the days when Black Friday, and Black Friday only, was the big post-Turkey Day shopping event. “Throughout the course of the holiday weekend, 39.6 million consumers are considering shopping on Thanksgiving Day, 114.6 million on Black Friday, 66.6 million on Small Business Saturday and 33.3 million on Sunday,” according to an NRF release. “The shopping weekend will wrap up on Cyber Monday, when 68.7 million are expected to take advantage of online bargains.”

Last year, when the Society of American Florists surveyed its members after the holiday, 47 percent said Black Friday sales tracked with 2017 returns. A similar percentage said the same of Small Business Saturday results, and 51 percent said returns on Cyber Monday were on par with 2017 results.

Younger Buyers Step In. Shay said “younger consumers are significantly more likely to shop over the Thanksgiving weekend. Among those ages 18-24, 88 percent say they are likely to shop and particularly enjoy the social aspect. Similarly, 84 percent of those ages 25-34 plan to shop. That compares with 69 percent of holiday shoppers overall.”

Multichannel Matters. According to the NRF, shoppers’ venue preferences will be varied. “Of those planning to shop, there is an almost even split of people who plan to start their shopping in-store (47 percent) compared with those who plan to start online (41 percent),” NRF reported. “Those under 25 are even more likely to say they expect to start shopping in-store (52 percent).” (The responses point to the ongoing need to create a smooth user experience for your customers. Read more about how some floral professionals are doing just that this holiday season.)

The NRF also delved into the best incentives to draw customers to your website and brick-and-mortar location. One attraction for 65 percent of survey respondents? “Deals are too good to pass up.”

Other top reasons consumers are planning to spend the long weekend shopping — and messages that could entice even more to patronize your business — include:

• Tradition (28 percent)

• It’s when they like to start their holiday shopping (22 percent)
• It’s something to do over the holiday (21 percent)
• It’s a group activity with friends/family (17 percent)

Curious how your business has fared with fall holiday sales? Wondering if your Christmas benchmarking is in line with floral industry colleagues? Look for an SAF survey in your inbox soon — responding to the survey helps SAF collect important industry data and share it with SAF members.

Mary Westbrook is the editor in chief of Floral Management magazine.