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Consumer Closeness in the Age of Social Distancing 

Week of Nov 2 : Holiday Shopping – Black Friday

Despite having mixed feelings, most Americans plan to celebrate the holidays and buying gifts is a big part of it

%

Excited ?

%

Stressed ?

%

Relaxed ?‍♀️

%

Overwhelmed ?

%

Confident ?

Holiday Shopping Plans

Holiday Celebration Plans

  • Definitely celebrating 71% 71%
  • Not celebrating 11% 11%
  • Still undecided 18% 18%

%

are planning to make purchases this holiday season mostly for gifting ?

Black Friday remains synonymous with holiday shopping. Majority plan to spend the same compared to last year

Prime Day v/s Black Friday

%

made a purchase on Prime Day

(92% Americans are aware of Prime Day)

%

will shop during the Black Friday sales

When Americans plan to shop Black Friday sales

(Among those who plan to shop)

Planned Days To Shop During Black Friday

  • Will shop on the days leading up to Black Friday ONLY 17% 17%
  • Will shop on the days leading up to AND on Black Friday 72% 72%
  • Will shop on Black Friday ONLY 11% 11%

%

will do the majority of their holiday shopping during Black Friday

What Americans plan to buy during Black Friday sales

%

Clothing, Footwear and Accessories

%

Toys & Games

%

Personal Electronics

%

Video Games and Consoles

%

Gift Cards

%

Computer, Software and Accessories

Other: Small Appliances (13%); Music & DVD Movies (13%); Health & Beauty Products (12%); Sporting Goods (10%); Books, Magazines, Calendars & Stationary (10%); Jewlery (8%); Food Gift Sets (5%); Furniture (5%); Major Appliances (4%); Experiences (4%); Subscription Boxes (3%)

How Americans plan to shop during Black Friday sales…

  • All online 49% 49%
  • Mostly online 25% 25%
  • Equally online and offline 17% 17%
  • A little online 5% 5%
  • All offline 4% 4%

How much Americans plan to spend during Black Friday sales

%

are planning to spend up to $300

(6% Americans plan to spend more than $1000 on Black Friday)

  • Planning on spending more this year 20% 20%
  • Planning on spending the same as last year 60% 60%
  • Planning on spending less this year 20% 20%

As Black Friday morphs into a week long event, Americans find themselves shopping more online versus in stores

How Black Friday has changed for Americans

“The stores are open on thanksgiving now, & the sales run over several days to a week. I like shopping the way it is now.”

Most have started shopping more online

“I look forward to Black Friday every year. Excellent deals across different retailers to look forward to. My shopping habits during Black Friday have significantly changed over the years. I have switched to shopping online during Black Friday instead of going to the stores to avoid the crazy crowds and save time.”

“I generally prefer to shop online for the other days but go into the actual stores for the Black Friday deals. This has changed as stores have promoted more deals online.”

“I used to go out and wait in line for black Friday, but now they have most of the sales right online.”

 Click to scroll ? 

Some feel extended sale days have disrupted family traditions

“Its not the same anymore. We use to all gather and eat Thanksgiving dinner go get some rest and that next morning set out for the sales then over the years the times moved up from friday morning to Thanksgiving night at 10pm sales start and now a lot of sales start at 6pm. The Black Friday sale has turned into Thanksgiving sale and cut time with family“

“When my kids were younger, people would camp out in line waiting on stores to open on black friday. One time I arrived @ the store at 4am. It opened @ 5am. I had to be @ work at 8am. I had 1 thing to purchase. I remember I stood at the check-out line so long that I was late for work. The stores are open on Thanksgiving now, & the sales run over several days to a week. It’s not the same.“

 Click to scroll ? 

However, for some Black Friday hasn't changed at all

“I shop the same on Black Friday because the deals are really good and my family has made it kind of an event after Thanksgiving.”

“Nothing has changed except this year with covid-19 not sure how the store shopping will go.”

 Click to scroll ? 

Consider starting your own Seasonal program with Reach3!

Longitudinal behavioral learning framework featuring immersive Conversational Quant and Qual to engage with consumers across key seasons and drive future growth strategies

e-Commerce / Bricks & Mortar Mobile Video Shop-a-long

Shoppers take us along with them on their seasonal shopping trip for the season, utilizing their phone’s video and camera features for in-store and screen share for online ?

Mobile Post-Purchase Deep Dive

Same shoppers answer additional questions as it relates to their retailer and brand selection(s), as well as their seasonal routines / rituals and how particular brands fit with them ?‍♀️

In-the-Moment Ritual Illumination

Same shoppers are recontacted via text notification and asked to help us better understand their seasonal usage occasions and rituals via photo and video uploads ?

Catch up on past reports: Click here.

A word on our approach

This research is not just another COVID-19 survey. This study was conducted using immersive mobile messaging-based conversational exercises that capture robust quant data and emotive qual inputs in real-time from our mobile COVID-19 community members in one seamless experience. Take a look at the video to see a demo of how our technology works…

Fine Print:
Field dates 10/23-10/30, Base: n=310

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