On Black Friday, Shoppers Demand Deals, Choice & Convenience

Getting a great deal remains top of mind for nearly half (49%) of deal seekers ahead of the Black Friday weekend, Accenture’s latest Holiday Shopping Survey reveals that it is not their only consideration when choosing where to shop.   

“The race for Black Friday success is on. Retailers hoping to stand out against their competition need to think beyond price and promotion and keep their eye on the ball across the whole shopping experience,” said Jill Standish, global lead for Accenture’s Retail industry group.  “From the stock room to the shop floor, the whole retail operation needs to show up.  Whether they do or not could make or break the retailer’s holiday shopping season.” 

According to the survey of over 1,500 U.S. shoppers, the variety of products available (43%), ease of checkout (40%), in-store and online presentation (20% and 25%) and good customer service (25%) are all critically important to Black Friday shoppers when deciding where to buy their gifts from. 

Accenture’s research suggests positive signs that holiday spending will rise this year, with average consumers planning to spend $613 this season. That’s up 4% from a year ago.    

However, a group of “deal seekers” still love a bargain and are driven by promotions, incentives and savings. Almost seven in 10 (68%) consumers rated price and value among the most important factors in deciding what retailer to buy from, and 30% said they would shop as and when they were offered promotions or discounts.

“The race for Black Friday success is on. Retailers hoping to stand out against their competition need to think beyond price and promotion and keep their eye on the ball across the whole shopping experience,” observed Standish.  “From the stock room to the shop floor, the whole retail operation needs to show up.  Whether they do or not could make or break the retailer’s holiday shopping season.” 

A Retailer’s Checklist

In such a competitive run-up to Black Friday, retailers are being encouraged to: 

• Win every day, not just peak sales and promotional days: Retailers should look beyond stand-alone sales events such as Black Friday and Cyber Monday and put a dynamic sales and marketing plan in place. They must pay close attention to data and analytics to carefully balance how and when to offer promotions and discounts while preserving their profit margins.

• Keep track of stock inventory to avoid shopper disappointment: Personalized deals and promotions targeting consumers can inspire shoppers to spend with a certain retailer, but they need to keep abreast of their product range so deals are not continued once stock levels fall. 

• Deck the malls: Shoppers want to enjoy the physical shopping environment. Keeping stores clean and inviting is critical. Accenture’s survey found that almost half of holiday shoppers — rising to 53% of Gen X consumers — prefer to visit stores so they can see and assess products firsthand.

Accenture’s Life Trends 2025 research highlights people’s desire to balance technology with sensory-rich, in-person interactions. The research found that more than four-in-10 (42%) of respondents said their most enjoyable experience in the previous week was physical, while only 15% said it was digital.

• Helpful store assistants. In the rush for a bargain, shoppers still want good in-store customer service.  Helpful, friendly store staff can make all the difference. According to the Life Trends research, when shopping, more than four in 10 (42%) people value face-to-face interactions with retailers, rising to 56% when it comes to buying groceries. This holiday survey backs this up, with four in 10 consumers saying they appreciate personal customer support.

“Black Friday weekend shoppers may be laser-focused on bagging a bargain, however, retailers shouldn’t overlook this ‘spend moment’ as an opportunity to engage customers on a deeper level,” said Standish. “In a season that’s particularly tied to nostalgia and tradition, offering shoppers the experience of seeing Santa, of listening to holiday songs as they walk the aisles, or the chance to receive inspiration and advice from a friendly and knowledgeable store associate are just some of the ways to create an experience that keeps them coming back.”