80% of US consumers will shop during Black Friday

According to a new Publicis Sapient survey of U.S. and European consumers , approximately 80% of U.S. respondents plan to shop during Black Friday and Cyber ​​Monday. This includes 82% who will shop on Cyber ​​Monday, 76% who will shop on Black Friday, and 55% who plan to shop during the weekend in between .

According to the survey, 74% of American respondents prefer to shop online during the holidays . The most common reason is to avoid the crowds , in addition to being able to shop around and find the best prices.

According to last year's data, 81% of US respondents shopped at Amazon between Black Friday and Cyber ​​Monday in 2020 , and more than half shopped at Walmart (58%) , followed by Target (46%) and then Best Buy (41%).

According to the survey, 54.5% of respondents said they expect to spend the same amount on online shopping throughout the holiday shopping season as last year, while 28% of respondents (including 32% in the United States) expect them to spend more than in 2020. Therefore, the 2021 holiday shopping season may be the largest online shopping season yet.

However, factors that affect online shopping still exist , with 88% of respondents saying they sometimes face a large number of products and find it difficult to choose. 62% of American respondents also said they are worried about not receiving their goods in time this year .

The majority of U.S. respondents ( 77%) said they would buy from the merchant offering the best price , rather than sticking with merchants they know or trust, and 23% of U.S. respondents said they are looking for discounts of at least 20% to convince them to buy during the holiday shopping weekend.

When respondents were asked which categories they preferred when shopping online , the most selected categories were fashion (64%) and consumer electronics (63%). Nearly half of respondents also planned to continue shopping for groceries, home and garden, and beauty products online (49%, 49%, and 47%, respectively).

“Many consumers have become accustomed to shopping online, and growth in online sales this holiday season is likely to be significantly greater than in 2020. Merchants should be aware of this as they begin planning for the 2021 holiday season,” said Tracey Ryan O’Connor, Chief Revenue Officer at Qubit. “To take advantage of the growth in e-commerce, merchants must consider how consumers shop to meet customer expectations for the experience they provide, ensuring they are aligned with current shopping trends. ”

Black Friday

Holiday Shopping Season

American e-commerce