Black Friday seems to be as fully ingrained in the Thanksgiving holiday tradition as turkey and football. But what exactly is going on in the minds of consumers on that much-talked about morning after?
We surveyed 1,000 people from across the United States and, as it turns out, Black Friday isn’t for everyone. More than half of respondents say they often or always shop Black Friday, while about 16% say they avoid the shopping frenzy at all costs. The most enthusiastic Black Friday shoppers are those 18-34 (Gen Z and younger Millennials). Among respondents age 55+, 68% say they rarely shop on Black Friday or avoid it at all costs.
View data: typical Black Friday shopping behavior
| Response | Total | 18–34 | 35–54 | 55 and older |
|---|---|---|---|---|
| I never miss it | 17% | 24% | 18% | 8% |
| I often, but not always, shop on Black Friday | 35% | 42% | 37% | 25% |
| I rarely shop on Black Friday | 33% | 27% | 32% | 41% |
| I avoid it at all costs | 16% | 6% | 14% | 27% |
Figures are reproduced as published; rounded percentages may not sum to 100%. Source: November 2023 Russell Research Omnibus Survey of 1,000 US adults. Age-group sample sizes are not shown in the chart.
So, Who’s Leaving the House?
Looking ahead to actual shopping plans for the upcoming Black Friday 2023, three of every four respondents say they plan to take part in Black Friday Shopping in some way, shape, or form (hmmmm…that’s notably higher than the 50+% who say they typically always or often shop it—a case of intentions vs. follow through perhaps?). However, a sizable portion (37%) will skip the checkout lines and instead head for online shopping only. This proportion is relatively similar across age groups. Notably, 18-34-year olds are more likely than other age groups to double dip and shop both online and in person.
View data: intended Black Friday shopping channel
| Channel | Total | 18–34 | 35–54 | 55 and older |
|---|---|---|---|---|
| Just online | 37% | 38% | 38% | 34% |
| Just in person | 8% | 10% | 9% | 5% |
| Both online and in person | 29% | 39% | 31% | 18% |
| Neither online nor in person | 26% | 13% | 23% | 43% |
Figures are reproduced as published; rounded percentages may not sum to 100%. Source: November 2023 Russell Research Omnibus Survey of 1,000 US adults. Age-group sample sizes are not shown in the chart.
Where Are Shoppers Getting Information?
When it comes to getting info about Black Friday deals, top sources of information are fairly evenly distributed, with 5 sources all playing a primary role:
- social media
- brand websites
- word of mouth from friends and family
- TV/radio ads
- newspaper ads/store circulars
It pays for marketers to make sure their brand has a presence on social media, as the 18-34 Gen Z and younger Millennials who are the most gung-ho about the Black Friday experience are relying on this medium more than others.
View data: primary sources of Black Friday information
| Source | Percentage shown |
|---|---|
| Social media | 14% |
| Brand website | 13% |
| Word of mouth | 12% |
| TV/radio ads | 10% |
| Newspaper ad/store circular | 10% |
| Vlogging/blogger/podcaster | 3% |
The chart notes that social media is 23% among adults aged 18–34. Only the published categories are reproduced; the graphic does not identify the remaining responses or the question base. Source: November 2023 Russell Research Omnibus Survey of 1,000 US adults.
Last But Not Least, Why Are Shoppers Doing It?
Black Friday is serious business not only for retailers but for consumers as well. The main reasons people give for shopping Black Friday? They’re on a mission to find a specific item they’re interested in at a good price or they are browsing for good deals. The minority of shoppers are doing it for the entertainment value of the experience.
View data: main reason for shopping on Black Friday
| Reason | Percentage shown |
|---|---|
| To get a specific item at a good price | 43% |
| To browse for good deals | 41% |
| For fun/entertainment/other | 16% |
Source: November 2023 Russell Research Omnibus Survey of 1,000 US adults. The graphic does not state the question base.
The good news for marketers: 39% of respondents feel Black Friday brings an opportunity to take advantage of really good deals, as opposed to being just hype.
View data: Black Friday shopping perceptions
| Perception | Percentage shown |
|---|---|
| An opportunity to take advantage of really good deals | 39% |
| Just a lot of hype | 18% |
| A little of both | 43% |
Source: November 2023 Russell Research Omnibus Survey of 1,000 US adults.
Data sourced from the Russell Research Omnibus Survey fielded in November 2023 among 1,000 US adults.