Many Black Friday shoppers will refuse to wait around for slow retail sites to load to snag their often deeply discounted and limited-supply wishlist items, according to a new study by digital intelligence platform Quantum Metric. More than one in three Americans—36% of consumers surveyed—reported they’d bail on a shopping visit in favor of a competitor if they grew frustrated with site speed during the retail holiday.

Analysts say this is hardly surprising given the increasing impatience consumers have on the web. And the potential ramifications of site performance snafus on U.S. retail’s now second-biggest day of the year aren’t overstated, experts add.

To read the rest of this article—which includes survey findings on shopper behavior when faced with slow or problematic site visits, analysis of retailers’ Black Friday traffic and revenue last year, a recap of retail site performance issues during the Cyber 5 and charts—please sign in or sign up for a free membership below. 

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