CONSUMERS

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BRANDSThanksgivingweekendshoppingintheU.S.(BlackFriday&CyberMonday)CHAPTER

01HolidayseasonoverviewHolidayretailsalesintheUnitedStatesfrom2000to2023(inbillionU.S.dollars)HolidayretailsalesintheUnitedStates2000-20231,000900957.3929.5889.3783.4800716.7691.8678.1700646.7628.1611.2583.3567.6600553.3526528.8512.1501.5

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2023*Year3Description:In2023,holidayretailsalesintheUnitedStateswereforecasttoreachabout957.3billionU.S.dollars.Thisfigurewasgivenasaconservativevalue;retailsalesovertheholidayseasonwasprojectedtobebetween957.3billionU.S.dollarsto966.6billionU.S.dollarsin2023.Holidayretailsaleshaverisensubstantiallysincetheturnofthecentury,withholidayretailsalesamountingtoapproximately416billionU.S.dollarsbackin2002.Holidayretailsalesareafractionoftotalretailsalesin[...]ReadmoreNote(s):UnitedStates;2000to2023;non-seasonallyadjustedretailsales;*Projectedfigures.Thesourceprovidedtheforecastedfiguresfor2022asarangebetween957.3to966.6billionU.S.dollars.Inthisstatistic,conservativevalueisgiven.The[...]

ReadmoreSource(s):NationalRetailFederation;USCensusBureauPredictedgrowthofretailsalesduringtheholidayperiodintheUnitedStatesfrom2022to2023,bysectorExpectedincreaseinholidayretailsalesintheU.S.2023,bysector7%6%6%5%4%3%2%1%0%-1%5.4%3.9%3.7%1%-0.3%ElectronicsRestaurantsGroceryApparelJewelryTotalRetail4Description:Accordingtorecentdata,electronicsretailisexpectedtoseethebiggestgrowthinretailsalesoverthe2023holidayseasonwithasixpercentgrowthfromthepreviousyears'holidaysales.Restaurantswerenotfarbehindwitha5.4percentincreasecomparedtothe2022holidayseason.Jewelry,ontheotherhand,waspredictedtoseeadeclinefrom2023to2022.

ReadmoreNote(s):UnitedStates;2023Source(s):MasterCardYear-over-yeargrowthofChristmasholidayretailsalesintheUnitedStatesfrom2000to2023Year-to-yearpercentageofchangeinholidayretailsalesintheU.S.2000-202316%14%12%10%13.5%9.3%8%6%6.8%6.2%6%5.1%5.2%5%4.8%4.6%3.6%3.4%3.2%4%3%3%2.7%2.6%

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2023*5Description:Thisstatisticshowstheyear-over-yeargrowthofholidayretailsalesintheUnitedStatesfrom2000to2023.In2023,holidayretailsaleswereforecasttogrowbyapproximatelythreepercentcomparedtothepreviousyear.Thiswasgivenasaconservativevalue.Forecastholidayseasonretailgrowthwasexpectedtobewithinthethreeandfourpercentrange.ReadmoreNote(s):UnitedStates;2000to2023;*Projectedfigures.Thesourceprovidedtheforecastedgrowthfiguresfor2023asarangebetween3to4percent.Inthisstatistic,conservativevalueisgiven.TheholidayseasonisdefinedbytheNRFassales[...]

ReadmoreSource(s):NationalRetailFederation;USCensusBureauWhenconsumersareintendingtobeginholidayshoppingintheUnitedStatesfrom2021to2023IntendedholidayshoppingtimelineofU.S.consumers2021-202320212022202360%56%50%50%40%30%20%10%0%45%42%40%35%11%10%9%2%1%OctoberorearlierNovemberDecemberJanuary6Description:In2023,holidayshoppingseasonwillstartalittlelaterformanyconsumersintheUnitedStates.Accordingtothefindingsofarecentsurvey,halfofU.S.consumerswereintendingtostarttheirholidayshoppinginOctoberin2023.Thissharewasat56percentthepreviousyear.ReadmoreNote(s):UnitedStates;October17to19,2023;1,005*;18-74years;*ThesurveywassampledandweighedtomatchthegeneralUSpopulation,ages18to74.

ReadmoreSource(s):McKinsey&CompanyHowmuchdoU.S.consumersplanspendonholidayshoppingin2023?AmountU.S.consumersplantospendduringtheholidayseason202345%40%40%35%30%25%20%15%10%5%26%19%19%15%0%Lessthan$500$500-$999$1,000-$1,999$2,000ormoreIhaven'tdecidedyet7Description:AccordingtoasurveycarriedoutintheUnitedStatesinOctober2021,aboutafifthofsurveyedconsumerswereplanningtospendlessthan500U.S.dollarsduring2021'sholidayshoppingseason.Just11percentofrespondentshadabudgetofover1,500U.S.dollars.ReadmoreNote(s):UnitedStates;September5to12,2023;945respondents;ReferstoanticipatedholidayshoppingspendSource(s):KPMGUSProjectedexpenditureongiftsintheUnitedStatesduringthe2023holidayseason,bygenerationU.S.:consumerswhoexpecttospendmore/lessonholidaygifts2023,bygenerationGenZMillennialsGenXBabyboomers56%60%50%40%30%20%10%0%48%47%39%36%33%32%29%25%21%19%15%MorethanatypicalyearAboutthesameasatypicalyearGenerationLessthanatypicalyear8Description:Forthe2023holidayseason,approximately50percentofzoomers(GenerationZ)intheUnitedStatesexpectedtospendmoremoneyongiftsthantheydidoneyearearlier.Incontrast,morethanhalfofU.S.babyboomerswereconvincedtheywouldbespendroughlythesameamountonholidaypresentsastheydidin2022.ReadmoreNote(s):UnitedStates;September13to17,2023;2,019respondents;18yearsandolderSource(s):BigVillageExpectedshareofholidaybudgetspentonlineandin-storeintheUnitedStatesin2023Shareofonlinevs.in-storeholidayspendingintheUnitedStates2023In-store37%Online63%9Description:AccordingtoasurveycarriedoutintheUnitedStatesinSeptember2023,consumersplannedtospendover60percentoftheirtotalholidayseasonbudgetonline,andtherestonin-storepurchases.

ReadmoreNote(s):UnitedStates;August30toSeptember8,2023;4,318respondentsSource(s):DeloitteReasonswhyholidayshoppersintheUnitedStatesmightchooseonecompanyorretaileroveranotherin2023ReasonsholidayshoppersintheU.S.mightchooseoneretaileroveranother2023Shareofrespondents0%5%10%15%20%25%23%30%35%40%39%45%Shipping&fulfillmentexperience(freeshipping,abilitytopickuporreceiveproductthesamedayyoupurchaseit,fastershippingSmall&local(localbusiness,smallbusiness)Deals&promotions(limitedtimediscount,freegiftwithpurchase,loyaltypointsorrewardsprograms)16%PositiveproductreviewsBrandloyalty14%4%ESGconsiderations(environmental/climateconcernssuchascarbon-neutralshipping,charitablegivebackonpurchases)2%10Description:In2023,roughly23percentofsurveyedU.S.consumerswouldchoosetosupportsmallandlocalbusinessesduringtheirholidayshopping,giventheyofferedthesameproductsasotherretailers.

ReadmoreNote(s):UnitedStates;September1to14,2023;1,761respondents;18yearsandolder;consumerswhoplannedtobuyholidaygiftsthisyearSource(s):Gallup;ShopifyHolidaygiftstobeboughtbyconsumersintheUnitedStatesin2023,bycategoryHolidaygifts:whatU.S.consumersplantobuy2023Percentageofrespondents30%0%10%20%40%50%60%70%ClothesGiftcards59%55%ElectronicsToys35%34%HomegoodsBeautysuppliesJewelry24%24%21%SportinggoodsAlcoholbeveragesExperiencesFood17%13%12%12%Travel3%11Description:AccordingtoaholidayshoppingsurveycarriedoutintheUnitedStatesinlate2023,apparelandgiftcardsweresomeofthemostpopularChristmasgiftsshopperswereplanningtobuy-overhalfofrespondentsstatedthattheywantedtobuysuchgoodsasapresentduringthisyear'sholidayseason.ReadmoreNote(s):UnitedStates;August30toSeptember8,2023;800respondents;18yearsandolderSource(s):inMarketCHAPTER

02ThanksgivingweekendoverviewEstimatednumberofpeoplewhoshoppedonThanksgivingweekendintheUnitedStatesfrom2019to2023(inmillions)U.S.consumersplanningtoshoponThanksgivingweekend2019-2023200180182165.3166.3158.3156.61601401201008060402002019202020212022202313Description:ThenumberofpeoplewhoshoppedThanksgivingweekendintheUnitedStateshaddramaticallydecreasedin2020duetotheimpactofthepandemicandlockdownrestrictions.In2022,atotalof166.3millionpeopleintheUnitedStatesisforecasttoshopduringThanksgivingweekend.Thisrepresentedanincreaseofeightmillionofshopperscomparedtotheyearbefore.Andin2023,over180millionpotentialshopperswereexpectedovertheThanksgivingweekend,withthemajorityof[...]

ReadmoreNote(s):UnitedStates;November1toNovember6,2023;8,424respondents;18yearsandolderSource(s):NationalRetailFederation;ProsperInsights&AnalyticsNumberofpeoplewhoplantoshoponThanksgivingweekendintheUnitedStatesin2023,byday(inmillions)U.S.consumersplanningtoshoponThanksgivingweekendbyday2023140130.712010080604020071.165.635.132.5Thursday(Thanksgiving)BlackFridaySaturdayDaySundayCyberMonday14/statistics/243501/amount-of-people-who-shopped-black-friday-weekend-in-the-us-by-dayIn2023,approximately131millionpeopleintheUnitedStatesplannedtoshoponBlackFriday.Accordingtothesource,182millionU.S.consumerswillpotentiallyshopduringtheThanksgivingweekend,whichmarksthestartoftheholidayseason.ReadmoreNote(s):UnitedStates;November1toNovember6,2023;8,424respondentsSource(s):NationalRetailFederation;ProsperInsights&AnalyticsConsumerswhoplantoshoponBlackFridayandCyberMondayintheUnitedStatesasofOctober2023ShareofU.S.consumersplanningtoshopThanksgivingsales202380%67.8%70%60%50%40%30%20%10%0%66.3%35.8%27.1%18.4%OnlineBlackFridayIn-personBlackFridaySmallBusinessSaturdayCyberMondayNoneoftheabove15Description:AccordingtoasurveycarriedoutintheUnitedStatesinOctober2023,nearly68percentofshoppersstatedthattheyplannedtoparticipateinBlackFridaybyshoppingonline.Incontrast,underathirdofU.S.consumersplannedtoshopin-storeonthisday.ReadmoreNote(s):UnitedStates;October2023;1,000+*;18yearsandolderSource(s):DriveResearchConsumerswhoplantoshoponBlackFridayandCyberMondayintheUnitedStatesasofOctober2023,bygenderShareofU.S.consumersplanningtoshopThanksgivingsales2023,bygenderMaleFemaleOther80%70%60%50%40%30%20%10%0%68.9%67.7%67.1%64.4%58.3%50%37.3%34.1%32.2%24.8%25%25%18.5%17.8%16.7%In-personBlackFridayOnlineBlackFridaySmallBusinessSaturdayCyberMondayNoneoftheabove16Description:AccordingtoasurveycarriedoutinOctober2023intheUnitedStates,menwereslightlymorelikelytoventuretothephysicalstoresonBlackFriday.Around34percentofmaleconsumersintheU.S.wereplanningtoshopin-store,whilstjustaround24percentofwomenplannedtodothesame.Ontheotherhand,femaleshopperswereslightlymorelikelytoshoponCyberMonday.ReadmoreNote(s):UnitedStates;October2023;1,000+*;18yearsandolderSource(s):DriveResearchConsumerswhoplantoshoponBlackFridayandCyberMondayintheUnitedStatesasofSeptember2023,byregionShareofU.S.consumersplanningtoshopThanksgivingsales2023,byregionIn-personBlackFridayOnlineBlackFridayCyberMondaySmallBusinessSaturdayNone80%70%60%50%40%30%20%10%0%SouthNortheastMidwestWest17Description:AccordingtoasurveycarriedoutinOctober2023intheUnitedStates,respondentsfromthewestoftheU.S.werethemostlikelytoventuretotheshopsonBlackFriday.Around36percentofrespondentsfromthisregionwereplanningtoshopin-store,whilstrespondentsfromthenortheastweremostlikelytobeplanningtoshoponCyberMonday.ReadmoreNote(s):UnitedStates;October2023;1,000+*;18yearsandolderSource(s):DriveResearchConsumerswhoplantoshoponBlackFridayandCyberMondayintheUnitedStatesasofSeptember2023,byincomeShareofU.S.consumersplanningtoshopThanksgivingsales2023,byincomeLessthan$75,000$75,000ormore80%70%60%50%40%30%20%10%0%OnlineBlackFridayCyberMondayNoneoftheaboveIn-personBlackFridaySmallBusinessSaturday18Description:AccordingtoasurveycarriedoutinOctober2023intheUnitedStates,almostthree-quartersofhigherincomeearnerswithanannualincomeexceeding75thousandU.S.dollarsplannedtoshoponlineonBlackFriday.ApproximatelythesameproportionofhigherearnersalsoplannedtomakepurchasesonCyberMonday.ReadmoreNote(s):UnitedStates;October2023;1,000+*;18yearsandolderSource(s):DriveResearchConsumersplanningtoshopduringThanksgivingweekendintheUnitedStatesin2022,bydayandgenerationThanksgivingweekendshoppingplans2022,bygenerationMillennials&GenZ(born>1982)GenX(born1965-1981)Boomers+(born<1965)Total40%35%30%25%20%15%10%5%37%34%33%32%24%22%22%20%0%SaturdayafterThanksgivingSundayafterThanksgiving19Description:In2022,overone-thirdofU.S.consumerssaidtheywereplanningtoshopontheSaturdayafterThanksgiving.Thissharewasevenlydistributedacrossallgenerations.Incontrast,fewerconsumers,atabout22percentonaverage,wereintendingtoshoponSundayduringtheThanksgivingweekend.ReadmoreNote(s):UnitedStates;October25to27,2022;2,078respondents;consumerswhosaidtheyplantopurchasegiftsSource(s):NumeratorHolidayseasonretaile-commercerevenueintheUnitedStatesfrom2019to2023,byonlineshoppingday(inbillionU.S.dollars)E-commerceholidayseasonrevenueintheU.S.2019-2023,byshoppingday20202021202220233810.810.79.539.698.95.665.435.15.14420ThanksgivingBlackFridayCyberMonday20/statistics/861193/us-holiday-season-retail-e-commerce-spending-by-online-shopping-dayExpectedtoreach12billionU.S.dollars,CyberMondayistheshoppingdaywiththehigheste-commercesalesrevenueintheUnitedStatesin2023.BlackFridayrankssecond,withoverninebilliondollarsinonlinerevenueaccordingtothelatestforecasts.ReadmoreNote(s):UnitedStates;2019to2023;>1,000;80%ofonlinetransactionsof100largestU.S.onlineretailers;*Forecasts.Datapriorto2023frompreviousreleases.

ReadmoreSource(s):AdobeCHAPTER

03ThanksgivingDayExpectedThanksgivingspendamongshoppersintheUnitedStatesin2023ExpectedThanksgivingspendintheUnitedStates202330%25%25%20%20%17%15%15%10%5%11%7%5%0%Lessthan$25$26to$50$51to$75$76to$100Expectedspending$101to$200$201to$300Morethan$30022Description:In2023,25percentofconsumersintheUnitedStateswereplanningtospendbetween101to200U.S.dollarsforThanksgiving.Accordingtothesurvey,onlyaboutasixthofconsumerswereexpectingtospendmorethan200U.S.dollars.

ReadmoreNote(s):UnitedStates;September2023;4,496respondents;18yearsandolderSource(s):NumeratorPlannedshoppinglocationsforThanksgivingitemsamongconsumersintheUnitedStatesin2023PreferredretailvenuesforThanksgivingshoppingintheUnitedStates2023Shareofrespondents30%

40%0%10%20%50%60%70%80%76%GrocerystoreMassretailer37%Club/WholesaleretailerLiquor-specificretailerDollarstore29%16%10%Onlineretailers6%23Description:PhysicalretailstoreswerestillthemostpopularlocationsforconsumerslookingtoshopforThanksgivingintheUnitedStates.Ina2023survey,76percentofrespondentspickedgrocerystoresastheirpreferredlocationsforThanksgivingshopping.MassretailersandclubstoresweretheothertwomostselectedoptionsamongThanksgivingshoppersthatyear.ReadmoreNote(s):UnitedStates;September2023;4,496respondents;18yearsandolderSource(s):NumeratorAveragepriceofaten-personThanksgivingdinnerintheUnitedStatesfrom1990to2023(inU.S.dollars)AveragecostofaThanksgivingdinnerintheU.S.1990-202370656055504540353025'90'95'00'05'06'07'08'09'10'11'12'13'14'15'16'17'18'19'20'21'22'2324Description:2023sawtheaveragepriceforaThanksgivingdinnerdeclineto61.17U.S.dollars.In2022,theaveragepriceforacompleteThanksgivingfeastintheU.S.amountedto64.05U.S.dollars.Thesurveydinnerincludesturkey,breadstuffing,sweetpotatoes,rollswithbutter,peas,cranberries,arelishtrayofcarrotsandcelery,pumpkinpiewithwhippedcream,andbeveragesofcoffeeandmilk,allinquantitiessufficienttoserveafamilyoften.ReadmoreNote(s):UnitedStates;1990to2023;Pricesnotadjustedforinflation;datacoveringtheperiodbefore2021takenfromearlierreleasesbythesamesource.Source(s):AFBFAveragepriceofingredientsforaten-personThanksgivingdinnerintheUnitedStatesin2023(inU.S.dollars)AveragecostofingredientsforaThanksgivingdinnerintheU.S.2023AveragepriceinU.S.dollars100515202530Turkey,16lbs.Pumpkinpiemix,30oz.Sweetpotatoes,3lbs.27.354.443.97MiscellaneousingredientsCubedstuffingmix,14oz.Dinnerrolls.12pcs.3.953.883.843.74Wholemilk,1gallonFrozenpiecrusts,2pcs.Freshcranberries,12oz.Frozenpeas,1lb.3.52.11.881.73Whippingcream,1/2pintVeggietray,1lb.(carrots&celery)0.925Description:In2023,theaveragepriceofa16-poundturkeyamountedto27.35U.S.dollars.AdozendinnerrollscosttheAmericanconsumeronaverage3.84U.S.dollars.

ReadmoreNote(s):UnitedStates;2022;PricesnotadjustedforinflationSource(s):AFBFMeasurestakenbyThanksgivingshoppersintheUnitedStatesduetoinflationin2022ImpactofinflationonThanksgivingshoppingbehaviorintheUnitedStates202270%64%60%50%40%30%20%10%0%42%32%27%19%17%Iwillbuyitemsonsale

IwillusemorecouponsIwillswitchtostorebrandsIwillpreparemorebudget-friendlysnacksandmealsIwillbuysmalleritems

Iwillvisitdollarstoresordiscountstores26Description:Duringthisyear'sThanksgivingseason,manyU.S.consumerswerelookingtotakecost-cuttingmeasureswhenshoppingforThanksgiving.Accordingtothefindingsofasurvey,aroundtwo-thirdsofconsumerswerelookingtopurchaseitemsonsale,whileanother42percentsaidtheyweregoingtomakeuseofpromotionalcoupons.ReadmoreNote(s):UnitedStates;November4to7,2022;1,032respondents;18yearsandolderSource(s):NumeratorForecastpriceincreasesofholidaydinnercomponentsintheUnitedStatesfrom2020to2022InflationofholidaydinnercomponentsintheUnitedStates2020-202240%36%35%32%30%30%25%20%15%10%5%27%22%0%16-lbturkeyPieshells4-lbham5-lbRussetpotatoesFreshcranberries27Description:InflationintheUnitedStatesisforecasttoincreasethepriceofa16poundturkeyby36percentin2022comparedtothepriceofturkeyin2020.Thepriceoffreshcranberriesareexpectedtoincreaseby22percent.

ReadmoreNote(s):UnitedStates;2022Source(s):CBREGroupShareofThanksgivinghoststhatplantoaccommodateforhighergrocerypricesintheUnitedStatesin2022,byadjustmentU.S.:ShoppingadjustmentsmadebyThanksgivinghoststoaccommodatepricesin2022Shareofrespondents0%10%20%30%40%50%60%70%80%90%LookformoredealsanddiscountsSeekoutstoresthatofferthelowestfoodpricesBuystore-brandproducts82%76%74%SpendwhatIneedtoaccommodatehigherpricesLookforalternative,lower-costchoices66%62%ReduceregularspendingtospendmoreonThanksgivingBuylessfood/ingredientsthisyear51%43%41%ServefewerdishesatmyThanksgivingmeal28Description:OfthesurveyedU.S.adultsthatplannedtohostThanksgivingdinnerin2022,approximately82percentstatedthattheywilllookformoredealsanddiscountstoaccommodateforhighergroceryprices.Additionally,74percentofsurveyrespondentshostingstatedtheyintendtobuystore-brandproducts.ThesurveywascarriedoutlateOctober2022.ReadmoreNote(s):UnitedStates;October22to23,2022;759respondents;U.S.adultswhosaidthey’replanningtohostThanksgivingthisyear,withanunweightedmarginoferrorof+/-4percentagepoints.Source(s):MorningConsultCHAPTER

04BlackFriday&CyberWeekendAverageBlackFridayspendingofshoppersintheUnitedStatesin2022and2023(inU.S.dollars)AveragespendingofshoppersduringBlackFridayintheUnitedStates2022-2023450397.64390.194003503002502001501005002022202330Description:Whilein2022,consumersintheUnitedStatesspentonaverage390.19U.S.dollarsduringtheBlackFridayperiod,thisfigureissettorisein2023,withconsumerssayingtheywilllikelyspendmore.ReadmoreNote(s):UnitedStates;September13toSeptember18,2023;2,012*;*ConsumersthathaveshoppedonlineintheUS.Thisincludes1,563consumersthatboughtsomethingovertheBlackFriday(12thNovember-29thNovember)periodin2022.

ReadmoreSource(s):Censuswide;WundermanThompsonCommerceLeadingconsumerreasonsforshoppingduringtheBlackFridayperiodintheUnitedStatesin2023ConsumerreasonsforshoppingduringBlackFridayintheUnitedStatesin2023Shareofrespondents20%0%10%30%40%50%60%70%ChristmaspresentsforfriendsandlovedonesNecessarypurchases(food,clothing)GiftsforfriendsandlovedonesSpontaneousdeal-grabbingSelf-gifting62%43%42%42%36%35%EssentialpurchasesforthehomeBirthdaysandothergiftingoccasionsIwon'tbuyanythingoverBlackFridayNoparticularreason26%12%5%Other1%31Description:In2023,consumersindicatedthattheirmainreasonforBlackFridaypurchaseswastobuyChristmaspresentsforfriendsandlovedones.Infact,closetotwo-thirdsofsurveyedconsumerssaidtheytakeadvantageofBlackFridaytogetahead-startonChristmasgiftshopping.Still,roughlyathirdofsurveyrespondentsusetheoccasionforself-gifting.ReadmoreNote(s):UnitedStates;September13toSeptember18,2023;2,012*;*ConsumersthathaveshoppedonlineintheUS.Thisincludes1,563consumersthatboughtsomethingovertheBlackFriday(12thNovember-29thNovember)periodin2022.[...]

ReadmoreSource(s):Censuswide;WundermanThompsonCommerceLeadingchannelsconsumersintheUnitedStatesexpecttospendonduringBlackFridayin2023ExpectedchannelstospendonduringBlackFridayintheU.S.2023Shareofrespondents15%

20%0%5%10%25%30%35%40%45%AmazonWalmart41%25%Retailersites8%Brandedwebsites4%4%SupermarketsandgrocersOtheronlinemarketplacesOther3%2%2%1%GamingSocialplatforms-In-apppurchasingViaanaggregator/deliveryappMetaverse1%1%32Description:In2023,themajority(41percent)ofBlackFridayshoppersintheUnitedStatesreportedtoexpectingtospendtheirmoneyonAmazonduringthesaleday.Another25percentsaidtheyexpectedtospendatWalmartonBlackFriday,while8percentcitedretailersitesastheirexpectedspendingchannelfortheshoppingday.ReadmoreNote(s):UnitedStates;September13toSeptember18,2023;2,012*;*ConsumersthathaveshoppedonlineintheUS.Thisincludes1,563consumersthatboughtsomethingovertheBlackFriday(12thNovember-29thNovember)periodin2022.[...]

ReadmoreSource(s):Censuswide;WundermanThompsonCommerceWhereconsumersintheUnitedStatesgotofindthebestBlackFridaydealsasof2023WhereconsumersgotofindthebestBlackFridaydealsintheU.S.2023Shareofrespondents0%10%20%30%40%50%60%70%AmazonWalmart58%50%Iusesearchengines30%IgotoretailersitesandseewhatdealsareonofferIgointostores25%22%IgotobrandwebsitesandseewhatdealsareonofferIreceivepersonalizedcommunicationslikeemailsTVadverts19%19%17%15%14%12%12%11%DigitaladvertisingonlineIfindthemonsocialmediaIusecomparisonsitesPrintadvertsinnewspapersandmagazinesIreadBlackFridayreviewsbyonlinepublications33Description:Asof2023,58percentofshoppersintheUnitedStatesreportedthattheyuseAmazoninordertofindthebestdealsforBlackFriday.Additionally,50percentreportedthattheygotoWalmart,while30percentsaidtheyusesearchenginestofindthebestBlackFridaydeals.ReadmoreNote(s):UnitedStates;September13to18,2023;2,012*;*ConsumersthathaveshoppedonlineintheUS.Thisincludes1,563consumersthatboughtsomethingovertheBlackFriday(12thNovember-29thNovember)periodin2022.Multiple[...]

ReadmoreSource(s):Censuswide;WundermanThompsonCommerceLeadingphysicalstoresshoppersplantovisitonBlackFridayintheUnitedStatesin2023WhereU.S.shoppersplantoshopin-storeonBlackFriday2023Shareofrespondents30%

40%0%10%20%50%60%70%67%66%80%TargetWalmartKohl's41%ShoppingmallorcenterMacy's38%37%36%BestBuyOldNavy29%Marshalls25%24%24%CostcoHomeDepot34/statistics/1180078/black-friday-popular-stores-united-statesAccordingtoasurveycarriedoutinOctober2023,TargetwasthetopBlackFridayshoppingdestinationofchoiceforU.S.consumers.Overtwo-thirdsofrespondentsstatedthattheyplannedtoshopin-personinTargetstoresforBlackFridayin2023.ReadmoreNote(s):UnitedStates;October2023;1,044*;18yearsandolderSource(s):DriveResearchDoconsumersintheUnitedStatesplanongoingintostoresforBlackFridaysalesin2023?IntentionofU.S.consumerstoshopin-storeforBlackFridaysales202350%45%40%35%30%25%20%15%10%5%43%35%18%3%1%0%IamdefinitelygoingImaygoUndecided/neutralIprobablywon'tgoIdefinitelywillnotgo35Description:Roughlyfouroutof10U.S.consumerssurveyedinarecentstudysaidtheywoulddefinitelyshopin-storefortheBlackFridaysalesin2023.Thismadeitthemostpopularresponse,andmorethandoublethenumberwhogavethesameanswerin2020.JustaboutonepercentofrespondentssaidthattheywilldefinitelynotdotheirBlackFridaysalesshoppinginstore.ReadmoreNote(s):UnitedStates;September8to21,2023;356*;C