63% of Consumers See Black Friday Shopping as a Tradition, Survey Says
Some 63% of Americans consider Black Friday shopping a tradition, and 40% “miss the chaos” of in-person Black Friday shopping, said a Tuesday UserTesting survey of 2,003 U.S. consumers fielded Sept. 26. Four in 10 said Black Friday shopping holds…
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more importance for them than before the COVID-19 pandemic. Ninety-five percent plan to participate in Black Friday and Cyber Monday events, and a third plan to shop online and in stores. About 31% of consumers plan to spend more than in previous years, 26% the same and 40% less, the survey said. Some 46% of holiday shoppers plan to go to stores vs. 28% using curbside shopping, it said. On online shopping features they would like to bring into stores, 51% said they would like to see where items are located in a store and 47% wanted to use promo codes and digital coupons. About 81% in Generation Z said immediate fulfillment is their primary driver for attending shopping events in person vs. 49% of millennials.