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CivicScience has already examined a variety of angles when it comes to holiday shopping plans this year. While early holiday shopping is the strongest it’s been in years, fresh consumer-declared data highlights another high-value segment waiting in the wings – Black Friday shoppers. Currently, 55% of U.S. adults say they plan to shop on Black Friday this year, with another 17% still unsure of their Black Friday shopping plans. But just as important as whether they’ll shop is how they’ll do it.
Notably, online shopping is claiming a larger share of the Black Friday shopping experience, and this year’s crop of shoppers looks to lean heavily into online retail once again. While data show a slight decline in online Black Friday shopping intent this year, as much as 39% of those who know they’ll shop on Black Friday tell CivicScience they will do ‘most’ or ‘all’ online this year, outpacing the 32% who plan to do the majority of their shopping in stores. Another 29% expect to do at least half of their shopping online, underscoring why the digital Black Friday audience should be a priority for brands and advertisers in the weeks ahead.
Make your Pick: Will you shop online or in stores on Black Friday?
What to Know About Online Black Friday Shoppers
CivicScience’s intent data reveals what is likely to be shaping purchases before they are made. Unlike behavioral data that tracks where consumers have been, CivicScience captures what matters most to them and what may be shaping purchases straight from the source: the consumer themselves. This helps brands understand demand as it emerges, not after the fact.
Here’s what matters most and other key characteristics among those doing most or all of their Black Friday shopping online this year:
- The (unsurprising) pull of deals: With 29% of shoppers planning to spend ‘less’ on the holidays this year (versus 23% spending more), it’s no surprise that deals and promotions top their priorities when deciding where to shop. Free shipping follows closely behind, each outpacing other factors (such as availability and Buy Now, Pay Later options) by more than 10 percentage points.
- Clothing and big box stores are primed to star: Majority online Black Friday shoppers are most likely to spend on clothing, shoes, and accessories, with 23% of shoppers saying this category is on their list. Children’s toys and entertainment (e.g., books, gaming, movies, etc.) are the other top categories they target this Black Friday. These consumers are also far more likely to spend at big box stores, outpacing the next closest choices of department stores and small/local businesses by nearly 30 percentage points.
- Clothing brand loyalty: Speaking of clothing, more than half of online Black Friday shoppers say they’ve been shopping with their favorite clothing brand for 6+ years, more than double the rate of other BF shoppers who say the same.
- Second-hand Shopping: Thirty-two percent say they are at least ‘somewhat’ likely to purchase holiday gifts from an online second-hand clothing store, while another 8% say they’ve already made a gift purchase. Additionally, 56% say they have an interest in second-hand luxury goods in general, including 24% who prefer second-hand luxury clothing.
- Online research: More than 3 in 10 online Black Friday shoppers say they frequently research a product on one retail site but buy it on another—a rate 72% higher than those less likely to shop online this year.
Smartphones Are A Key Factor for Online Black Friday Shoppers This Year
It’s not that they’ll be simply shopping online; they’ll likely use their smartphones to do much of that shopping too. The majority (55%) of those doing most or all of the Black Friday shopping online report that they ‘very frequently’ or ‘often’ use their smartphone to research products they want to buy. But, they’re doing more than just researching on those phones, as they’re also notably more likely to frequently purchase items directly on their phones. This suggests smartphones will likely play a key role in Black Friday shopping that should not be overlooked.
Take Our Poll: Are you planning to make any major purchases during the holiday sales season?
Cyber Monday is no longer the sole post-Thanksgiving day for online holiday shopping; Black Friday is holding its own for online shopping activity, too. CivicScience’s data, directly from consumers themselves, removes the guesswork of relying on past behavior and reveals the significant share of those who will be doing the majority of their Black Friday shopping this year online. That share may only grow as lists are finalized. Retailers and advertisers alike should be prepared to emphasize online shopping, especially with mobile-friendly options, in their Black Friday efforts this year.
