The majority (58%) of Americans plan to brave the crowds and shop at brick-and-mortar retailer(s) this Thursday and/or Friday. The trend of retailers opening their doors on Thanksgiving day will continue to be met by eager foot traffic, as 27% of “Black Friday” shoppers plan to actually begin their shopping on Thursday afternoon or evening. Another one in five consumers (18%) plans to shop either late Thursday night or before 6am on Friday, while half (55%) will begin their shopping Friday morning after 6:00.
On average, consumers are planning to shop at four different Black Friday retailers, with Walmart mentioned most often (by 25% of shoppers) as the first store they are planning to visit. Other frequently mentioned first shopping destinations are Best Buy (15%), Target, (14%), Macy’s (6%), and Kohl’s (5%).
The first item Black Friday shoppers will be reaching for in 2015 is likely to be in the electronics department, with TVs, laptops, tablets, and game systems being mentioned most frequently. Apple, Xbox, and Samsung are the likely brands to be reported as the first item Black Friday shoppers will seek out.
Using its proprietary Agora USA consumer insights panel, Accelerant Research conducted the Black Friday survey among a demographically representative sample of 2,030 Americans 18 years of age or older. For more information about Accelerant Research's online sample, survey programming, or full-service research offerings, please email us at firstname.lastname@example.org or give us a call at 704.206.8500.