Midnight
shopping is a fairly popular event for those looking for a bargain.
There are plenty of adults who choose this time to shop, however, you
will have to search for them among the teens.
When
questioned about the number of teens out at this time, the lowest
figure was from a Cape Cod Walmart that stated around 30%. The
estimations increased for stores which were situated inside shopping
malls. One shopper in South Portland said 60% of the shoppers were
teens, another said 70% at the Burlington Mall, and a security guard
at an Eastern Massachusetts mall provided an estimate of 85%.
A
retail analyst with the NPD Group, Marshal Cohen, said the
Thanksgiving late-night shopping is too new to have generated
effective demographic data. He said it has become a holiday to-do
for young people.
Cohen
intends assessing this year’s sales data to determine age-based
data. At present, he stated, the focus is on teens when one
considers the types of products on special offer. He said retailers
are learning to put out the right items at the right time, by adding
clothing and cosmetics to deep-discount lists, rather than only
electronic items.
Cohen
said that for teens the focus may not be on shopping as much as it is
a perfect time to have a midnight rendezvous with their friends, with
permission from their parents.
