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80% of U.S. Consumers Skipping Stores on Black Friday
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80% of U.S. Consumers Skipping Stores on Black Friday

Recent weekly Nielsen surveys of shoppers show that, much like in 2010, the majority of consumers (80%) are avoiding in-store Black Friday shopping. While increased Black Friday promotions appeal to consumer’s desire for “hot deals,” as a shopping event, Black Friday is becoming less relevant in the retail world as online shopping grows and holiday promotions begin earlier and earlier in the year. In fact, 35 percent of those recently survey cited they’ve already started their holiday shopping.

Spending Plans

This will be a holiday season polarized between those still feeling the recession and those who have begun to spend again. This divide will greatly impact where consumers shop, what they buy and how much they spend. Of those surveyed, 66 percent plan to spend the same as they did in 2010. Thirty percent plan to spend between $500 and $1,000 this season, with 50 percent planning to spending between $250 and $500. Only 17 percent of consumers said they planned to spend more than $1,000.

Tech the Halls

After clothing and apparel, topping the lists of those who are headed out to stores on Black Friday is tech and consumer electronics. No surprise considering the presence of gadgets on the wish lists of most American kids.

What, if anything, do you plan to buy this up-coming holiday season?
Category Black Friday Overall Holiday
Apparel 62% 60%
Consumer Electronics 62% 41%
Toys 50% 46%
Video Games / Consoles 39% 32%
Gift Cards 35% 58%
Source: Nielsen