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Thanksgiving Day shopping ended up being a "bust" in 2010, based on analysts at SunTrust.

In a note to customers on Friday, SunTrust supplied a change on its pre-Black Friday "station checks" — or in-person scan of task at stores — at malls as well as other shops in brand new England, the brand new York metro area, as well as the southeastern areas.

Overall, the team believed Thanksgiving Day shopping — a trend that took hold many years ago whenever stores ended waiting until Ebony Friday to open up — ended up being a "bust."

Here's SunTrust:

We believe Thanksgiving shopping ended up being a breasts. We keep in mind that traffic seemed below this past year both on- and off-mall. Members of we who decided to go to the malls initially had not a problem finding parking or navigating shops. Crowds of people had been tame and, with a few exceptions here appeared to be much more browsing than purchasing and less products purchased. We heard many people talking about that discounts are not that compelling in comparison to many years past. Interestingly, many retailers shut at midnight- which contributed to a-sharp decline in traffic immediately thereafter. Off-mall, people in all of us visited Walmart and Target for openings along with no problem finding parking. Customers at both had been dedicated to electronics. Outlines, also very early, were about half of whatever they were a year ago and rapidly dissipated. Truly the only off-mall big package merchant we visited with regularly long outlines and customers making several product purchases was Kohl's — in which purchases had been focused on discounts not available online.

And thus at the very least when you look at the view of SunTrust's team, it sounds just as if a lot of the traffic during the shopping mall and otherwise came from those who got bored stiff sitting around with their family members consuming turkey and viewing soccer and needed seriously to get free from your house.

In its note, SunTrust stated the biggest surprise was the decrease in traffic from just last year.

Additionally, the company noticed a decline in the magnitude of discounts it found at stores, which it stated indicated that retail management teams saw the holiday-sales season as a "marathon not a sprint."

The firm stated it was astonished because of the decision of various retailers never to open whatsoever on Thanksgiving which some shoppers had been buying outerwear, something many observers believe consumers will have already bought.

For very early winners and losers by brand name, the SunTrust's group saw solid traffic at American Eagle, Old Navy, and Abercrombie & Fitch. The losers were Gap (which owns Old Navy), Zumiez, and New York & Company.



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