With Black Friday 2024 just around the corner, fresh survey data uncovers fascinating insights into consumer shopping habits, preferences, and motivations. As retailers prepare for one of the year’s biggest shopping events, our in-depth survey reveals exactly what shoppers are looking for this holiday season—and where they’re ready to spend.
As retailers prepare for the retail juggernaut known as Black Friday and Cyber Monday, our survey reveals that consumers are eager to spend. With a keen eye for discounts and a desire for quality, consumers are ready to take advantage of the holiday deals.
As we examine consumer spending intentions for Black Friday 2024, a clear picture emerges. A notable 52% of respondents plan to spend about the same as last year, while 24% are ready to increase their budgets, particularly in the popular mid-range of $100 to $500. This confidence presents opportunities for retailers to offer premium items and high-value bundles that feel like investments rather than splurges. With high spending intentions, shoppers also expect a seamless shopping experience, so optimizing mobile shopping, ensuring clear product details, and streamlining the checkout process will be crucial. Additionally, consumers are keen on transparency; using straightforward pricing and authentic discounts will help build trust, especially among those wary of “fake deals.”
Many shoppers are approaching Black Friday with specific goals, particularly for big-ticket items like electronics, and attractive bundles or “spend more, save more” promotions can effectively engage these strategic buyers. As consumers prioritize planned purchases over impulse buys, retailers should offer bundled deals, limited-time offers, and perks to maximize value. By aligning marketing strategies with these insights, retailers can effectively cater to both cautious spenders and those looking to splurge, ultimately enhancing their impact during the competitive Black Friday shopping season.
Appeal to all budgets by promoting value-driven deals in the $200-$500 range for quality-seekers and offering premium options for big spenders. Use limited-time offers to build urgency and boost sales. By aligning with shopper insights, retailers can maximize their Black Friday impact.
Our survey offers a vivid snapshot of shoppers’ plans for Black Friday spending, showing that consumers are geared up to make smart purchases this Black Friday and Cyber Monday, and they’re bringing their wallets with a clear expectation of quality deals.
The Mid-Range Sweet Spot for retailers is where a solid 21.8% of shoppers are setting aside $200 to $500. These folks are looking to get the best bang for their buck, whether it’s snagging a great deal on tech, fashion finds, or stocking up on household staples. A good chunk of shoppers (26.4%) have a budget between $100 and $200, but here’s the exciting part: bigger budgets mean more opportunities is where 24% are actually planning to spend more than last year! It’s a sign that people are feeling confident they’ll find deals worth the splurge, and they’re ready to treat themselves a little. With most shoppers prepared to spend between $100 and $500, they’re coming to Black Friday with a plan. They know what they want, and they’re here for real savings. There’s plenty of opportunity for upselling as shoppers this season are flexible, ready to meet or even exceed last year’s spending. That opens up great opportunities for upselling! By bundling popular products or offering “spend more, save more” promotions, retailers can encourage consumers to add that little extra to their carts, especially when it feels like they’re getting added value.
Focus on consumers spending $200-$500 by offering quality items that balance value and price. Catch smaller spenders’ attention with curated bundles and discounts that feel premium. Limited-time deals and targeted marketing can boost quick decisions and maximize impact this season.
Our survey shows that today’s consumers are embracing flexibility in how they shop, with a strong preference for hybrid experiences.
This Black Friday, a majority of shoppers are looking for flexibility, with 58.4% opting for a blend of online and in-store shopping. This hybrid approach is appealing because it offers the convenience of browsing online, combined with the in-person experience of examining products before purchase.
Meanwhile, 34.6% of respondents are planning to shop exclusively online, emphasizing the appeal of speed and convenience. For these shoppers, a quick-loading website, mobile optimization, and virtual try-on features can make their online experience hassle-free and enjoyable. Lastly, there’s still a dedicated group—7%—who prefer the traditional in-store shopping experience, where they can engage directly with products and enjoy the festive atmosphere. For these in-store enthusiasts, retailers can enhance the experience with curated displays, exclusive in-store promotions, and a welcoming environment that makes shopping feel special.
Enhance both online and offline experiences to meet the needs of hybrid shoppers. Sync promotions and inventory across channels for a seamless transition, and offer options like Buy Online, Pick up In Store (BOPIS) with flexible returns. Embrace convenience to attract and retain a diverse customer base this Black Friday.
Consumers are prioritizing their budgets for electronics, reflecting a strong desire for the latest tech upgrades. Clothing remains a significant focus as shoppers look to refresh their wardrobes for the season.
Here’s a bar chart illustrating consumer interest in various product categories for Black Friday 2024.
As we gear up for Black Friday, our survey reveals the top product categories capturing shoppers' attention. A significant 63.6% of respondents are eyeing electronics, particularly gadgets and tech upgrades like TVs and laptops. This category is a consistent top performer on Black Friday, driven by deep discounts on high-demand items like smartphones, tablets, and smart home devices. Retailers can leverage this enthusiasm by showcasing exclusive deals and bundling tech products to attract a wide array of shoppers, from tech enthusiasts to gift-seekers.
Following closely is clothing and apparel, with 58% of shoppers eager to refresh their wardrobes with seasonal styles. This category thrives during Black Friday as shoppers look for deals on fashion staples and trendy pieces. Given the combination of high demand and the seasonal shift, retailers can capture attention by spotlighting curated collections, limited-time fashion deals, and holiday-themed promotions.
Other notable categories include home goods at 30.2% and beauty and personal care at 31.2%, indicating that consumers are also interested in enhancing their living spaces and self-care routines. Toys and games attract 43.2% of interest, making them ideal for holiday gifting.
Retailers should tailor their marketing strategies to highlight these categories, showcasing exclusive deals that can drive both foot traffic and online clicks. By emphasizing promotions in electronics and clothing, alongside appealing offerings in home goods and beauty products, brands can effectively capture the attention of today’s savvy shoppers.
The data reveals a clear trend: electronics are set to dominate consumer spending this Black Friday, with a strong desire for the latest tech upgrades.
As we dive into Black Friday shopping, it’s clear that electronics are set to take the lion’s share of consumer budgets, with 56.6% of respondents planning to invest heavily in gadgets and tech upgrades, including TVs and laptops. This trend underscores the ongoing demand for the latest technology, making it a critical focus for retailers.
Following electronics, clothing and apparel capture 36.6% of budget allocations, as shoppers look to refresh their wardrobes with seasonal styles. This category thrives during Black Friday, with consumers eager to snag deals on both essentials and trendy pieces.
Other notable mentions include toys and games (25.8%), which are ideal for holiday gifting, and gift cards and experiences (15%), appealing to those looking for flexible gifting options. Smaller but significant categories include home goods (13.4%) and beauty and personal care (13.2%), indicating that consumers are also interested in enhancing their living spaces and self-care routines.
Retailers should tailor their marketing strategies to emphasize these leading categories, showcasing exclusive deals and curated collections that resonate with shoppers’ budget allocations. By highlighting promotions in electronics and clothing, along with appealing offerings in toys and home goods, brands can effectively capture the attention of today’s savvy consumers.
The data highlights Walmart’s strong appeal this Black Friday, with 31.5% of respondents planning to shop there, driven by competitive pricing and an extensive product selection that makes it a top choice for deal-seekers. Amazon follows closely, with 25.4% of shoppers favoring its platform to enjoy online convenience and avoid in-store crowds while still accessing substantial discounts.
Best Buy and Target capture 11.8% and 15.3% of shopper interest, respectively, indicating that consumers are drawn to tech products and household essentials, especially high-value electronics and versatile home goods. Specialty brands like Nike (4.7%) and Lululemon (1.8%) also stand out, showing a consumer shift toward premium lifestyle and sportswear purchases, where both brand appeal and quality are top considerations.
Despite the excitement around Black Friday deals, certain brands may face reduced interest due to specific consumer concerns.
A notable 72.8% of shoppers are open to exploring all brands this Black Friday, showing a flexible, open-minded attitude toward deals. Yet, some consumers are selective: 13.6% avoid certain brands due to pricing concerns, 10% due to poor customer service, 9.2% are cautious about product quality, and 4% steer clear for ethical reasons. This insight reveals today’s savvy shoppers—ready for great deals but with clear standards for value, quality, and brand ethics. They’re balancing excitement for discounts with thoughtful brand choices.
Adopt a multi-channel approach to compete with major players. Highlight tech and home goods with limited-time discounts and bundles, and use exclusivity to build brand loyalty. Strategic promos like “spend more, save more” can boost cart size and meet demand for value.
Facebook remains the leading platform for discovering Black Friday deals, with 45.6% of respondents using it to hunt for bargains, especially among the 35-55 age group, where over 77% are active users. This trend highlights Facebook's extensive reach and appeal to an age-diverse audience, making it a vital tool for retailers targeting older consumers. YouTube follows closely, engaging 32.2% of shoppers overall, with its video content particularly resonating with 18-25-year-olds—around 60% turn to YouTube for deal-related videos, underscoring the impact of dynamic media on shopping preferences.
Instagram, capturing 25.4% of respondents, is most popular among the 25-35 age group, where 41% seek visually-driven promotions. This suggests that visually engaging content can strongly influence purchasing decisions, especially among millennials. TikTok, with 21.8% of deal-seekers, appeals significantly to Gen Z; 52.17% of 18-25-year-olds actively look for quick, trendy finds on the platform, making TikTok ideal for brands targeting younger consumers who favor engaging, relatable content.
Interestingly, 38.6% of respondents report not using social media for Black Friday deals, with 23% in the 35-55 demographic, indicating that traditional marketing methods remain essential to reach those who may prefer offline shopping or are less engaged with digital platforms.
These trends highlight the need for retailers to adopt a multi-channel strategy. Leveraging Facebook’s broad reach, Instagram’s visual appeal, and the engagement potential of YouTube and TikTok can help brands maximize their reach across demographics. Additionally, traditional marketing tactics such as email campaigns and website promotions are key for reaching those who don’t rely on social media.
Use a multi-platform approach: leverage Facebook’s reach, boost visuals on YouTube and Instagram, and engage younger shoppers with quick content on TikTok. Reach the 38.6% avoiding social media through targeted email and traditional advertising.
The study shows that Buy Now, Pay Later (BNPL) adoption remains limited, with only 12.2% of respondents planning to use it for Black Friday. In contrast, a substantial 65.6% prefer traditional payment options like credit and debit cards. Debit cards are the top choice, with 44.2% of shoppers taking a cautious approach to spending, while 39.8% will use credit cards, indicating a willingness to leverage credit within budget limits. Minimal reliance on gift cards (0.8%) and a steady 12.6% preference for cash reinforce the ongoing value of familiar payment methods. Additionally, with 22.2% undecided on BNPL, retailers have an opportunity to educate shoppers on BNPL benefits, potentially increasing its appeal during the busy holiday season.
Feature BNPL options at checkout to capture undecided shoppers, and highlight debit and credit card perks to broaden appeal. Offer cash discounts to attract the 12.6% who prefer cash, encouraging in-store purchases. Streamline checkout for all payment types to enhance satisfaction and boost sales.
This Black Friday, shoppers appear to be balancing practicality with indulgence, as 56.2% of respondents plan to purchase a mix of essentials and luxury items. This inclination for a diverse shopping cart suggests that consumers are looking to meet their everyday needs while also taking advantage of Black Friday for special, non-essential purchases. Only 9.2% of respondents are focusing exclusively on luxury items, indicating that the majority are still cautious with spending and seek tangible value. Additionally, when asked if they were using Black Friday to stock up on necessities or to splurge on a high-value item, 52% responded that they would do both. This balanced approach highlights a strategic consumer mindset that prioritizes both needs and wants, demonstrating the dual appeal of Black Friday deals. Meanwhile, 26.2% are focused solely on stocking up on everyday essentials, whereas 21.8% are planning to indulge in big-ticket purchases. These insights reveal a consumer landscape where practicality blends with indulgence, as shoppers aim to stretch their budgets effectively while still finding room for luxury.
Boost sales by creating deals for both essentials and luxury shoppers. Bundle everyday items with luxury add-ons or offer limited-time discounts on big-ticket items for splurge-ready customers. Flexible promos that balance practicality and indulgence can engage budget-conscious and splurge-seeking shoppers alike, catering to the 52% seeking a balanced shopping experience.
The survey shows that discounts and promo codes play a major role in Black Friday shopping, with 36.6% of shoppers always hunting for deals and 42.6% looking for them occasionally. Over 75% of respondents are motivated by savings, while only 9% never seek discounts. 31.6% of shoppers find promo codes “very influential” and 40.6% “somewhat influential” in their retailer choices, highlighting the value of pairing discounts with product quality and brand reputation. Although a smaller group (11.8%) rarely uses discounts, these insights suggest that a blend of savings and value-add elements resonates best with shoppers.
Showcase discounts prominently on websites, social media, and emails to attract deal-seekers. Pair discounts with limited-time offers or bundles for added value, and emphasize quality or loyalty rewards for the 8% less price-sensitive shoppers. Ensure easy access to promo codes at checkout to enhance the experience for deal-focused customers.
The survey reveals that shoppers are largely proactive about Black Friday, with 52.6% planning to start their shopping early. This trend indicates a strong preference for early access deals, as consumers increasingly look to secure items before Black Friday itself. Another 27.4% of respondents prefer to shop on the day itself, showcasing that Black Friday remains a highly anticipated event. In contrast, only 2.4% of respondents plan to shop after Black Friday, suggesting that post-Black Friday deals may hold limited appeal.
When it comes to perceptions around deal quality, 37.4% of shoppers prefer to buy early to ensure they get the items they want, whereas 32.4% believe waiting will lead to better discounts. This almost even split reveals that while many shoppers value product availability and early discounts, a significant portion is willing to take the risk and wait for potentially better deals. Notably, 30.2% of respondents are unsure about whether early or last-minute deals provide better value, indicating that retailer communication can play a key role in shaping consumer decisions.
Attract early-bird shoppers with enticing pre-Black Friday deals, featuring limited-time discounts and early access perks. Use “first access” or “early bird savings” to tap into the 52.6% eager to shop early. For Black Friday day-of shoppers, keep the excitement going with exclusive flash sales. Clear, timely messaging on deal availability can also sway the 30.2% still undecided, guiding them as the big day nears.
The survey reveals that most consumers are not choosing between Black Friday and Cyber Monday but rather embracing both, with 68.8% planning to shop on both days. This trend suggests that shoppers see these events as complementary opportunities rather than competitors, allowing them to maximize savings over an extended shopping weekend. Only 9.4% plan to shop exclusively on Black Friday, highlighting its ongoing significance, while a mere 2.2% intend to focus solely on Cyber Monday. This suggests that while Cyber Monday holds appeal, it may not overshadow the popularity of Black Friday. Notably, 19.6% are undecided, which presents an opening for retailers to craft targeted messaging to capture these consumers.
For a winning Black Friday to Cyber Monday strategy, retailers should offer a mix of limited-time discounts to build urgency, while saving key deals or restocks for Cyber Monday to keep shoppers engaged. Highlighting exclusive, one-day-only deals on each day adds that extra layer of excitement, encouraging customers to return for more. For the 19.6% of undecided shoppers, timely reminders and flash sale alerts closer to each event can help turn last-minute browsers into buyers.
Shopper.com conducted an independent survey involving 1,500 Americans aged 18 to 55 to gather comprehensive insights on Black Friday 2024 shopping behaviors. To ensure unbiased and authentic responses, participants were not informed in advance that the survey focused specifically on Black Friday shopping. Recruitment for the survey was conducted through diverse channels, avoiding reliance on a single platform and thus ensuring a broad and varied sample.
To minimize self-selection bias further, survey invitations were neutrally worded, inviting participants to share general shopping habits without hinting at the primary focus. Random sampling and demographic quotas were used to include a balanced representation of respondents across age, region, and income levels, which helped maintain the survey's objectivity. The survey began with broader, general questions about shopping habits before transitioning into Black Friday-specific queries to capture initial unbiased responses.
The responses were age-weighted using U.S. 2024 population estimates to accurately reflect national trends. This methodology was designed to provide reliable and insightful data on spending habits, product interests, shopping formats, and the influence of promotional tools like coupons and discounts.
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