11.25.14
While some folks are prepping turkeys for this upcoming Thursday, others are stocking store shelves and loading products online for the biggest shopping holiday of the year—Black Friday. But are consumers ready to spend?
CivicScience, a strategic partner to NPD Group, unveiled some trend tidbits:
CivicScience, a strategic partner to NPD Group, unveiled some trend tidbits:
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The data show 21% of U.S. adult consumers are considering shopping on Black Friday 2014. Of those, only about one third (35%) are very confident they will do so, while the rest (65%) say they are only somewhat likely to go shopping and may require some persuasion or other factors to get them into the stores.
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Slightly fewer consumers plan to shop on Black Friday this year as compared to last.
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23% of self-identified Black Friday shoppers are Pinterest users, which is over 2X as likely as the average respondent –maybe some Pinterest promotions, retailers?
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More will buy electronics on Black Friday this year as compared with last (46% vs. last year’s 39%) and fewer will buy toys/games (15% vs. last year’s 20%).
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Although in a particular mall in New York, retailers are being fined for refusing to open their stores on Thanksgiving, research indicates that consumers are not very enthused about the “Black Friday Eve” promotions (not to mention the disenchantment retail employees have with stores being opened on the holiday). Almost 90% say there’s no chance they’ll shop on Thanksgiving Day (wait. Even for that last minute can of cranberry sauce?). Results to the question this year are almost identical to last year’s number, so even though stores are opening earlier, the tactic doesn’t seem to be growing the overall percentage of Thanksgiving Day gift shoppers.
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In other news, according to the International Council of Shopping Centers (ICSC), 41% of consumers plan to head to the stores on Black Friday, 18% of consumers plan to shop in a physical store on Thanksgiving, and 32% of consumers will hit the stores on the following Saturday and/or Sunday. Additionally, the Monday following the holiday weekend, also known as Cyber Monday, is not just for online shopping, as more than one-third (36%) of consumers plan to go to a physical store that day – highlighting the need for physical store presence and the omni-channel experience.