Seventy-Two Percent of Black Friday Shoppers Plan To Do Some or All of Their Shopping Online

Many Consumers Look for Online Coupons and Deals When Shopping For Holidays

Wednesday, November 06, 2013

New York, NY – Just over half (53%) of U.S. adults plan to shop on Black Friday this year, according to a new poll of over 1,000 adults conducted by Ipsos Public Affairs on behalf of Offers.com. Of those planning to shop on Black Friday, 35% plan to shop primarily online, 28% plan to shop primarily in stores, and 37% will shop both online and in stores.

  • Among all those surveyed, roughly one in five (18%) plan to shop primarily online, just over one in seven (15%) plan to shop primarily in stores, and one in five (20%) plan to shop both online and in stores. Close to half (47%) have no plans to shop on Black Friday.M
  • Those under 35 are more likely to be planning to shop online on Black Friday (26%), compared to those aged 35-54 (18%), and particularly those aged 55 and over (12%).
  • Adults with a household income of $50,000 or more are both more likely to be planning to shop on Black Friday (56% vs. 49% of those with lower incomes), as well as to be planning to shop primarily online (21% vs. 15% respectively).
  • Those with children in the household are also more likely to be planning to shop on Black Friday (67% vs. 48% of those without children).


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Many who Plan to Shop in Stores on Black Friday Plan to Go Early

Among those who are planning to head to the stores on Black Friday, six in ten (60%) plan to do so before 8 a.m., including one in six (16%) who plan to go at midnight, one in five (21%) between midnight and 5 a.m., and one in four (23%) between 5 a.m. and 8 a.m. Four in ten are planning to go later, including one in five (20%) who plan to go between 8 a.m. and noon, and the same proportion (20%) who plan to go after noon.

  • Those under 35 (25%), as well as those aged 35-54 (15%), are more likely to be planning to head out to do their Black Friday shopping at midnight, compared to those 55 and over (4%).
  • Other midnight shoppers include those with higher household incomes (19% vs. 10% of those with lower incomes), as well as those with children in the household (23% vs. 12% of those without).
  • Those without children in the household are more likely to be planning to shop after 8 a.m. (45% vs. 31% with children).


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Close to One in Three Plan on Shopping at Retail Stores on Thanksgiving

Though more plan on shopping on Black Friday, three in ten (31%) plan on shopping at a retail store on Thanksgiving Day, though seven in ten (69%) have no such plans.

  • Younger adults (34% of those aged 18-54 vs. 24% of those aged 55 and over) as well as those with children in the household (37% vs. 28% of those without children) are among those most likely to be planning on shopping on Thanksgiving.


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Many Online Holiday Shoppers Start Early

Among the 92% of U.S. adults who make purchases online, four in ten (40%) say that they do the majority of their online holiday shopping throughout the year. One in eight (12%) make the bulk of their purchases between Thanksgiving Day and Cyber Monday, while a third (33%) do most of their online shopping between Thanksgiving Day and Christmas Eve. Just 1% wait until Christmas Eve to do most of their shopping, and 14% do not do any of their holiday shopping on line.

  • Those most likely to shop throughout the year include women (44% vs. 36% of men), while those with higher household incomes are more likely to do the majority of their shopping from Thanksgiving Day through Cyber Monday (14% vs. 8% of those with lower incomes).
  • Those most likely to say that they do not do any of their holiday shopping online include those aged 35 and over (16% vs. 9% of those under 35), men (17% vs. 12% of women), and those with lower household incomes (19% vs. 11% of those with higher incomes).


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Many Look For Coupons Online when Shopping for Holidays

Nearly four in ten (37%) adults say that, when shopping for holidays like Christmas, Valentine’s Day, or Mother’s Day, they are very likely to look online for coupons, deals or sales before making a purchase, while one-third (32%) are somewhat likely to do so. One in four are not likely to do so (12% who are not very likely, 13% who are not at all likely), while 6% are not sure.

  • Greater proportions of women (45% vs. 29% of men); adults both under 35 (42%) and aged 35-54 (39%), compared to those aged 55 and over 55 (31%); and those with a higher household income (44% vs. 27% of those with lower incomes) say that they are very likely to look online for deals or coupons.


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These are some of the findings of an Ipsos poll conducted September 23 – September 24, 2013. For the survey, a national sample of 1,018 adults from Ipsos’ U.S. online panel was interviewed online. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the U.S. adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of 1,018 adults and a 100% response rate would have an estimated margin of error of +/- 3.1 percentage points, 19 times out of 20 of what the results would have been had the entire population of adults in the United States had been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

For more information on this news release, please contact:

Julio Franco
Associate Vice President
Ipsos Public Affairs
617.526.0057
julio.franco@ipsos.com

About Ipsos Public Affairs

Ipsos Public Affairs is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.

Ipsos has media partnerships with the most prestigious news organizations around the world. In the U.S., UK and internationally, Ipsos Public Affairs is the media polling supplier to Reuters News, the world's leading source of intelligent information for businesses and professionals, and the Hispanic polling partner of Telemundo Communications Group, a division of NBC Universal providing Spanish-language content to U.S. Hispanics and audiences around the world.

Ipsos Public Affairs is a member of the Ipsos Group, a leading global survey-based market research company. We provide boutique-style customer service and work closely with our clients, while also undertaking global research.

To learn more visit: www.ipsos-na.com

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.

With offices in 85 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,789 billion (2.300 billion USD) in 2012.

Visit www.ipsos.com to learn more about Ipsos’ offerings and capabilities.


Seventy-Two Percent of Black Friday Shoppers Plan To Do Some or All of Their Shopping Online

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JulioFranco Julio Franco
Associate Vice President
Ipsos Public Affairs
Work+1.617.526.0057