Deloitte: More than half of consumers plan to shop on Black Friday

NEW YORK – More than half of consumers plan to shop on Black Friday this year, although the number has decreased since last year. According to the Deloitte Pre-Thanksgiving Survey, 53% of 1,000 consumers polled will shop on Black Friday, compared to 63% in 2012.

Younger consumers are more likely to shop Black Friday, with 68% of weekend shoppers age 18-29 planning to shop that day and 44% of Black Friday shoppers in this age group planning to hit the stores between midnight and 5 a.m., compared to 30% of those 30 and older.

However, only 13% of consumers plan to shop in stores on Thanksgiving Day, down from 23% last year. Shoppers expect to spend an average of $286 during the holiday weekend. Other findings include:

  • 48% plan to shop online, and 48% plan to shop in-store (catalog accounts for 4%).
  • 19% plan to shop online on Thanksgiving Day – six percentage points higher than in the stores.
  • 44% plan to shop online on Black Friday.
  • 47% plan to shop online on Cyber Monday.
  • 80% of consumers say their spending has not been negatively impacted by last month’s government shutdown.
  • 63% say the U.S. economy is recovering (up from 48% at this time last year).
  • On average, shoppers surveyed have completed only 18% of their gift shopping to date.
  • Nearly half (47%) haven’t done any of their holiday gift shopping.
  • 23% say they’ll take advantage of early Black Friday deals online.
  • 48% say retailers offer comparable deals online and in-stores during the Thanksgiving weekend.
  • 59% plan to avoid shopping in the stores to avoid crowds – up from 49% in 2012
  • 40% say they don’t rely on Black Friday or Cyber Monday as much as they used to for holiday shopping.
  • 35% of consumers surveyed plan to research online before shopping in stores over the Black Friday weekend.
  • 26% of shoppers will check out products in the store before shopping over the holiday weekend.
  • More than half (52%) of consumers are expected to spend up to two hours researching Black Friday deals.


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