Black Friday Survey: Mix of In-Store, Online Buyers Likely

It’s Black Friday, a day long considered to be one of the most popular shopping days of the year. But with the advent of other shopping holidays like Cyber Monday and Small Business Saturday, along with stores starting their major deals on Thanksgiving Day, some have claimed that Black Friday is a dying trend. However, the National Retail Federation and others still think it’s a great opportunity for businesses. So how many consumers plan to shop on Black Friday and other shopping holidays this year? We asked 1,000 respondents about their holiday shopping plans and their thoughts on these popular shopping days.


Shopping Holidays

In Ask Your Target Market’s latest survey, 21% of respondents said that they plan on shopping during Thanksgiving this year. 31% are likely to shop on Black Friday. 29% have plans to shop on Small Business Saturday. 44% are likely to shop on Cyber Monday this year, making it the most popular shopping holiday of those listed. And 22% said that they’re likely to shop on Giving Tuesday.

In the past, 21% have made purchases on Thanksgiving Day. 47% have gone shopping on Black Friday, making it the most popular day from past years. 22% said they’ve bought items on Small Business Saturday. 44% have shopped on Cyber Monday. 7% have shopped on Giving Tuesday. And 29% said they’ve never made purchases on any of those days in past years.

Gift Shopping

In general, 69% of respondents said that they are likely to purchase at least some holiday gifts this year. 77% of those respondents plan to do at least some of their shopping online. 76% plan to do at least some of their shopping in stores. And 12% are likely to shop on their mobile devices. Amazon was the most popular retailer mentioned by holiday shoppers. But respondents also said that they plan to do much of their holiday gift shopping at Walmart, Target, eBay, Best Buy and Kohl’s.

Shopping Habits

In addition, 19% of holiday shoppers said that they always do some kind of research or planning before making gift purchases. 35% said they research or plan most of the time before making holiday purchases. 30% plan about half of their purchases. 14% said they rarely ever do any research or planning. And just 3% never do. Of those who said they are likely to shop on Black Friday this year, 61% said they plan their holiday purchases all or most of the time. And of those who plan to shop on Cyber Monday, 64% are likely to do some research or planning beforehand.

More specifically, 67% of those who research holiday gift purchases said that they usually compare prices online. 53% look for or locate stores online. 48% read reviews of products before buying. 46% actually go and visit multiple stores before making purchases. 19% ask around for other people’s opinions. 17% compare prices on mobile devices. And 12% look for or locate stores on mobile devices.

Key Takeaways

Cyber Monday is actually likely to garner more shoppers than Black Friday this year, despite Black Friday being more popular in past years. However, most holiday shoppers plan to do a good mix of in store and online gift buying. So retailers that include sales and promotions in both of those formats seem to be employing a good strategy. Going forward, it could be worth noting for retailers just how many shoppers do some kind of research before making purchases, especially comparing prices. However, those who shop on days like Black Friday and Cyber Monday are more likely than other shoppers to do research beforehand. So retailers might not have to be quite as stringent about beating prices throughout the rest of the holiday season.

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 by Powhusku under CC BY-SA 2.0

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 18-24 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.