NYC Black Friday, Holiday Spending Expected At Pre-Pandemic Level

NEW YORK CITY — Black Friday and holiday spending could surge back to pre-pandemic levels this season in New York City, according to a new survey.

New Yorkers say they plan to spend $1,714 on the holidays this year, a 2 percent bump over 2019's level, according to a recent Deloitte survey provided to Patch.

The survey shows an effective rebound in spending to the days before the coronavirus shut down the city, but it's not all about shopping. New Yorkers surveyed said they plan to spend an average of $717 on "experiences" — a 10 percent increase over 2019.

“Can New York roll out the red carpet and capture this spend, this broad desire to venture out and to come together – that’s a key question for our region,” Jonathan Rothman, who serves as Deloitte's retail leader for the tri-state area, said in an email. “I think the most successful stores and venues will be those that emphasize the magic that comes with New York, but that it can be done in a way that is safe and meets all protocols.”

And New York City "experiences" are at the heart of a new NYC & Company tourism campaign unveiled Wednesday by Mayor Bill de Blasio.

But for all the Fifth Avenue window shopping and holiday lights depicted in the video, retailers are still hoping New Yorkers and visitors spend big this season. And it's still an open question as to whether or how they will.

Black Friday shopping in general is expected to continue a trend toward becoming a largely online event, according to NerdWallet. Lingering COVID-19 measures have also shifted the after-Thanksgiving extravaganza's traditionally early shopping hours to something more reasonable, NerdWallet reported.

New York City stores and shoppers alike could be affected by persistent recent supply chain issues, Rothman said.

But then again, stores that are "experience-based" — which could benefit New York City — could be shielded from those problems.

“This year consumers have two things on their minds – on the one hand they are more optimistic and ready to get out, but on the other hand they are concerned about supply-chain issues and stockouts,” Rothman said. “Both will work to get more shoppers out and early. Those retailers who promote early, who plan their inventories and create experiences both instore and online are in the best position to gain. And having a strong retail season, one that draws in shoppers from near and far, will be a big plus for New York’s larger effort to re-emerge from the pandemic.”