The majority of Americans (52%) plan to skip Black Friday 2023, while only 10% plan to experience it for the first time, a new report finds.
YouGov’s new report Black Friday or Bleak Friday? Holiday shopping sentiment 2023 delves into the disparate attitudes of Black Friday shoppers and abandoners, highlighting an emergent cynicism for the retail experience and value offered.
The report finds that among Black Friday abandoners:
- Just 17% think they can find genuine discounts on Black Friday (vs 51% of returners)
- 54% previously visited a store in-person on Black Friday and thought it was overcrowded and uncomfortable (vs 36% of returners)
- 69% prefer to shop at local businesses (vs 60% of returners)
On the flip side, the report finds that among 2023 Black Friday shoppers:
- 45% say they are willing to pay more for luxury brands (vs 24% of abandoners)
- 28% generally spend more than $100 on a gift (vs 12% of Black Friday skippers)
- 35% use Instagram daily (vs 24% gen pop)
“With many tuning out because of bad previous experiences or lack of trust in the deals being offered, Black Friday isn’t shaping up to be everything it was in the past,” said Kenton Barello, VP at YouGov America. “However, YouGov data suggests that there is still a big faction of Americans looking to shop, and they aren’t necessarily pinching pennies.”
The report finds that among new Black Friday shoppers, fashion items (36%) and video games/consoles (29%) are top of the shopping list.
Black Friday or Bleak Friday? Holiday shopping sentiment 2023 also digs into who's planning to shop this year, what they’re looking for, and how much they typically spend on gifts.
Download the report here.
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