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BizReport : Ecommerce archives : November 21, 2013

More research reveals stay-at-home attitude on Black Friday

Americans aren't keen on leaving home to fight the crowds in deal-stuffed stores this coming Black Friday and has released research to show that instead of doing battle with their elbows, Black Friday deal hunters will stay at home and shop via PC or mobile.

by Helen Leggatt

Traditionally a day when shoppers descend on the stores to bag a holiday deal, Black Friday is becoming less about leaving home to shop and more about avoiding the crowds and using at-home technology instead.

According to the results of a holiday shopping trends survey by IPSOS commissioned by, just over half (53%) of adults in the U.S. plan to shop on Black Friday. However, more than a third of Black Friday shoppers (35%) plan to shop primarily online compared to 28% who plan to shop mainly in stores. Thirty-seven percent will shop both in-store and online.

"People aren't as excited to fight the crowds to get doorbusters," said CEO Steve Schaffer. "In fact, only 31% plan to shop at retailers that open on Thanksgiving, and more and more consumers are skipping the stores altogether and shopping online. This has transformed Black Friday into a week-long online event, not just a one-day shopping bonanza."'s findings reflect those recently released by Nielsen which show significant number of shoppers (85%) will be avoiding the stores during Black Friday this year. Instead, nearly half (46%) say they will shop online during Cyber Monday - a big rise of 16 points on last year - found Nielsen.

Image via Shutterstock

Tags: Black Friday, holiday 2013 ecommerce, holiday 2013 trends

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