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 BlackFriday.com, 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.Favorite