Survey Finds 72 Percent Of Black Friday Shoppers Planning to Shop Online

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29th November 2013 11:59 - Retail

According to a new poll of over 1,000 adults conducted by Ipsos Public Affairs on Behalf of, more than half (53%) of U.S. Adults plan to shop on Black Friday this year. Amongst those planning to shop on Black Friday, a third (35%) plan to shop primarily online, three-in-ten (28%) plan to shop in stores, while almost two-fifths (37%) will use a mix of both.

The survey found that younger shoppers, under the age of thirty-five, were more likely to head online for Black Friday deals (26%), compared to those aged thirty-five to fifty-four (18%), and particularly those aged fifty-five and over (12%). The survey also found that one-in-five (18%) of those surveyed planned to most of their Christmas shopping online this year, with another one-in-five (20%) planning to split the shopping between bricks-and-mortar locations and online stores.

Among those who are planning to head to the stores on Black Friday, three-fifths (60%) are planning to do so before 8 a.m., including one-in-six (16%) who plan to go at midnight, one-in-five (21%) between 5 a.m. and 8 a.m. Four-in-ten are planning to go later, including a fifth (20%)who plan to go between 8 a.m. and noon – the same proportion (20%) plan to go after noon.

In a separate study published by the Consumer Electronics Association (CEA), two-fifths (61%) of U.S. adults plan to shop during the Thanksgiving holiday, the biggest shopping weekend of the year. CEA’s Pre-Black Friday Survey also found that three-in-ten (31%) shoppers plan to buy consumer electronic products this weekend. Among those planning to purchase electronics, most expect to buy a tablet computer (30%) followed closely by laptop computers (29%), video game consoles (29%) and televisions (22%).

Shawn DuBravac, CEA’s Chief Economist and Senior Director of Research, said:

“Buying tech during Black Friday has become the new Thanksgiving weekend tradition… Tech is vying to surpass other popular product categories, such as clothing, this holiday shopping weekend. New product announcements in gaming, computing and mobile devices, coupled with generally improving economic conditions, are driving consumer excitement to get out and shop.”

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