More consumers plan to boycott Black Friday

More consumers plan to shop on Cyber Monday than on Black Friday, according to a recent Morpace Omnibus report.



Holiday intentions for U.S. consumers were revealed when the Omnibus data showed that out of 1,001 individuals surveyed, more than 57% plan to shop on Cyber Monday this year, compared to only 35% planning to shop on Black Friday. And of those planning to shop on Black Friday, only 23% will be strictly going to retail locations while another 55% will be shopping both in-store and online.



“There could be many reasons for this, but the prevalence of retailers offering promotions throughout the weekend, particularly online, and the fact that the draw of “limited quantity door-busters” has lost its appeal to the masses are significant contributors,” explained Kirk Baetens, VP and leader of the Morpace Retail & Consumer Goods practice.



The Morpace study also found that:



• Seventy-five percent of holiday shoppers plan to shop online and 87% of these individuals plan to shop on Amazon.



• When shopping online, 19% of consumers plan to use a tablet and 22% plan to use a smartphone.



• When it comes to holiday shopping, consumers aren’t always planning ahead. About 46% of shoppers plan to shop between one to four weeks before the holiday, compared to 40% who plan to begin their shopping two to three months before.



• Fifty-four percent of males surveyed plan to begin shopping one to four weeks before the holiday, while only 38% of women plan to do the same.



“Consumers are looking more for convenient ways to shop, and mobile or tablet use will continue to increase,” Baetens said. “Yet there is still that group of consumers who plan to brave the stores on Black Friday, and those who are always going to be procrastinators. The key is identifying how to reach different consumer segments in an effective way and understanding channel demand during this busy season.”



The Morpace Omnibus is an online, nationwide survey of at least 1,000 people that collects data and highlights consumer preferences and trends for the business community.



See the full report at morpace.com/library/reports.