Black Friday Survey: More Still Shopping In Stores Than Online

This Friday, many Americans will head out early to take advantage of the massive Black Friday sales at their local retailers. Stores have been advertising these sales for weeks in the hope of being added to the early morning routes of these customers. How much have these ads impacted Black Friday planning, and how many Americans actually plan to take advantage of these sales this year?

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Black Friday Shoppers

In Ask Your Target Market’s latest survey, 12% of respondents said they always go shopping on Black Friday. Another 31% said that they sometimes go shopping on Black Friday. 22% said they have gone shopping on Black Friday one time. And 35% of respondents said that they’ve never gone shopping on Black Friday.

This year, 15% of consumers said that they definitely plan to go shopping on Black Friday. Another 17% said that they might go shopping. 18% said that they don’t intend to go out shopping, but they do intend to take advantage of some online sales. And 50% said they don’t have any plans to shop on Black Friday at all.

Shopping Routes

16% of Black Friday shoppers said they have completely planned out what stores they will go to and what items they are going to buy. 36% said that they have somewhat planned what they are going to buy on Black Friday. 29% said they haven’t done any planning yet. And 18% said they are going to play it by ear that day rather than do any planning beforehand.

10% of respondents said that they are going shopping specifically to purchase large items such as TVs or appliances. Another 11% said they do plan to buy large items while they’re out shopping for other things. 37% said they might make large purchases while they’re out shopping. And 43% said they don’t plan to buy any large items on Black Friday. Of those who plan to buy these types of large items, 38% said they have completely planned out their Black Friday. And 44% said they have somewhat planned their day.

Sale Advertising

And as for the Black Friday advertising that has been bombarding many American consumers for weeks, 26% of Black Friday shoppers said these ads have been very effective. 38% said that Black Friday ads have somewhat impacted their shopping plans. 22% said these ads have not really impacted their plans. And 15% said that ads have not impacted their Black Friday plans at all. Of those who said they plan to do their Black Friday shopping online, just 10% said they have been very impacted by ads.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Black Friday line from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on November 19 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.