New consumer research on the approaching holiday shopping season reveals 68% of consumers shopping on the day after Thanksgiving will do most of it online.

Fresh data on the looming and critical holiday sales season finds consumers plan to spend an average of $57 more on Black Friday than on Cyber Monday this year. And 68% of consumers shopping on the day after Thanksgiving will do most of it online. The research, from, is based on a September survey of 1,500 U.S. adults conducted via Google Survey. It also finds that on Black Friday, only 15% of shoppers plan to visit stores early to wait in line for deals, and only 17% plan to visit bricks-and-mortar locations later in the day.

The research also finds:

  • Nearly a third of holiday shoppers (31%) say they’ll do most of their gift shopping on Black Friday, while 22% say they’ll do most of their shopping on Cyber Monday.
  • Amazon reigns again this year with consumers. 29% of shoppers polled (the largest percentage) say they think Amazon will have the best deals on Black Friday, and 32% say Amazon will have the best deals on Cyber Monday (also the No. 1 answer). Walmart ranks second for both questions at 25% and 24%, followed by Target at 15% for both days.
  • 24% of consumers say they always check Amazon first when shopping for items, and 35% say they check the web behemoth’s site sometimes when looking for products to purchase.
  • Shoppers will spend an average of $472 on Black Friday and an average of $415 on Cyber Monday.
  • 31% of shoppers say they will do most of their shopping on Back Friday, 22% say Cyber Monday and 15% say Thanksgiving Day.

Other research from deal aggregator site RetailMeNot finds 60% of shoppers plan to shop with online-only retailers this holiday season. That’s the second-most popular response after department stores. The research didn’t outline the percentage of shoppers planning to shop on the web in general. And free shipping continues to reign: 61% of consumers say they won’t buy online unless they get free shipping, and 64% list free shipping as a reason they will spend more with a retailer this holiday season.

The RetailMeNot Consumer Holiday Insights report is based on a 10-minute online survey of 1,034 consumers 18 and older conducted online by Kelton Global July 5-8 and a 15-minute online study of 203 senior managers who maintain decision-making responsibilities in digital, offline and/or mobile marketing, also conducted by Kelton Global July 5-8.


That research also finds:

  • 60% of shoppers plan to start gift shopping before Black Friday this year.
  • Shoppers plan to spend $60 more this year on Black Friday than they did last year ($803 vs. $743).
  • Retailers plan to use the web for marketing and advertising over the holidays. 90% will use Facebook, 76% Instagram, 53% Pinterest and 50% Snapchat.
  • Brands also will use influencers this holiday season. 45% will use fashion and beauty influencers and 29% celebrity influencers. 39% will use vloggers.
  • 60% of retailers feel they will beat their 2017 holiday sales this year. But 86% say they feel more pressure to compete with Amazon during the holidays than during any other time of the year.

Amazon is No. 1  in the Internet Retailer Top 1000, Walmart is No. 3 and Target is No. 17.