36% of Americans are planning to participate in Black Friday, while 34% are set to shop during Cyber Monday in 2024, according to a new YouGov report.
However, shoppers expect to spend less this year, with 27% saying they’ll spend less and just 9% anticipating spending more.
YouGov’s new US Black Friday & Cyber Monday report 2024 profiles Black Friday and Cyber Monday shoppers, celebrates the 10 buzziest brands from last year's sales events, and details how brands should reach and engage shoppers in 2024.
The report finds that:
- Americans say they are only slightly more likely to make a purchase on Black Friday than Cyber Monday (36% vs 34%), though Cyber Monday is much more popular in the US than across the globe (22% average across 17 markets studied)
- Fashion will be the most sought-after product category, with 60% of all shoppers and 71% of younger Americans (18-34) likely to shop for clothing during mega sales events
- Digital channels drive the most awareness among Black Friday & Cyber Monday shoppers, with online shopping websites (47%), online advertisements (44%), social media (44%), retailer websites (39%), and email newsletters (34%) all outpacing TV advertising (33%)
- US Black Friday/Cyber Monday shoppers spent $325, on average, during the sales events in 2023
- Skechers, Home Depot, iPhone, and Dove led their respective categories in generating buzz during November 2023
“As the effects of inflation continue to weigh heavily on Americans, it is likely that Black Friday and Cyber Monday will see shoppers showing more restraint in their spending,” said Kenton Barello, VP at YouGov. “Retailers will find success highlighting deals on social media and online advertising channels. This will be especially true considering that our research suggests Cyber Monday is now nearly as popular as Black Friday.”
Combining global survey research with syndicated data in YouGov Profiles and YouGov BrandIndex, the report also uncovers what types of products consumers are looking to purchase during sales events.
YouGov’s report is available for download here.
YouGov is an international online research data and analytics technology group. Our mission is to offer unparalleled insight into what the world thinks.
Our innovative solutions help the world’s most recognized brands, media owners and agencies to explore, plan, activate and track better marketing activities.
With operations in the UK, the Americas, Europe, the Middle East, India and Asia Pacific, we have one of the world's largest research networks.
At the core of our platform is an ever-growing source of connected consumer intelligence that has developed daily over our 20 years of operation. We call it living data. All of our products and services draw upon this detailed understanding of our 27+ million registered panel members in over 55 markets to deliver accurate, actionable consumer insights.
As innovators and pioneers of online market research, we have a strong reputation as a trusted source of accurate data and insights. Testament to this, YouGov data is regularly referenced by the global press, and we are the most quoted market research source in the world (Meltwater 2022)