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With Thanksgiving just a little over a month away, the traditional start to the holiday shopping season will be here in no time. And when it comes to holiday shopping, Black Friday sales have historically served as the kickoff event to the shopping festivities, ushering in the season of good cheer – although CivicScience data show that fall sales events like Amazon Prime Big Deal Days are driving even earlier holiday shopping.Â
How is Black Friday shaping up for 2024? CivicScience has an early look at what shoppers are already indicating about their plans this year.
Take Our Poll: Will you be shopping on Black Friday this year?
Thanksgiving Holiday Shopping Intent Is Up
So far, plans to shop over the Thanksgiving holiday (from Thanksgiving Day to Cyber Monday) outpace last year’s by 13%, with Black Friday drawing the most attention. Currently, nearly one-third of U.S. adults plan to open their wallets on Black Friday, up by 23% since this time last year.
For more data on intent to shop over the Thanksgiving holiday, including Cyber Monday, get in touch.
The Face(s) of Black FridayÂ
Age: Generally speaking, Black Friday interest skews younger. Those younger than 55 are the most likely to have plans to spend on the day. However, intent is strongest among those aged 18-24.
Spending: Additionally, Black Friday shoppers are already planning to spend more this year than last, with 32% indicating their plans to shell out more dough this season. And, when they do, the data show that they’ll be prioritizing big-box stores, such as Walmart and Target, which often advertise strong sale incentives. Whereas, those who don’t plan to shop Black Friday are more likely to shop at locally-owned and small businesses.
Online vs. In-store: It’s also worth noting that Black Friday shoppers are more likely to participate in online shopping in general, and 44% plan to do more than half of their holiday shopping online this year. At the same time, however, 67% say they are at least ‘somewhat’ likely to do some gift shopping at the mall this holiday season.
Pick One: Black Friday or Cyber Monday?
Shoppers Agree, Black Friday Retains Its ImportanceÂ
Deals and promotions are a priority for holiday shoppers this season, and Thanksgiving weekend sales are key. Among all U.S. adults doing holiday shopping, 44% say that Black Friday/Thanksgiving weekend sales are at least ‘somewhat’ important for their holiday shopping this year. This rises to 64% among people planning to shop at least one of the sale days.
Inflation and high prices are one driver for the bigger expected turnout this year, with lower-income earners more likely to say the sales are important. Politics is another – data show that people who say they are pulling back on spending due to the uncertainty of the upcoming presidential election are also the most likely to value Thanksgiving holiday sales this year.
So at this point in the year, the pressure is on.
Of course, with several weeks remaining and the election outcome to be determined prior to Thanksgiving, plans may change. However, given the current data, Black Friday is shaping up to be an anticipated – and well-shopped – event, with shoppers seeking deals from big-box stores and other retailers both in-store and online.