Shoppers browse for dresses during the Black Friday sale at the Vivo Activewear women's clothing store in downtown Nairobi, Kenya November 24, 2023.
The turnout marks an all-time high since the major trade group and Prosper Insights & Analytics began tracking total in-store and online traffic in 2017.
It topped last year's figure of 196.7 million shoppers and the NRF's forecast for about 182 million people during the five-day weekend.
The number of people shopping online rose to 134.2 million this year, up from 130.2 million a year ago, the NRF survey found.
Consumers who shopped at stores fell slightly, from 122.7 million people in 2022 to 121.4 million people this year.
Persons:
Matt Shay
Organizations:
Shoppers, National Retail Federation, Prosper, Analytics, Consumers
Locations:
Nairobi, Kenya