Skip to main content

Survey: Black Friday bargains could draw up to 134 million shoppers


Washington, D.C. A new survey released Tuesday by the National Retail Federation found that, with many Americans eager to get their hands on discounted toys, outerwear, books, and even flat-screen TVs, retailers could see shopping levels over Black Friday weekend rise from last year.

According to a preliminary Black Friday shopping survey, conducted for the NRF by BIGresearch, up to 134 million people will shop this Friday, Saturday or Sunday, higher than the 128 million people who planned to do so last year.

According to the survey, 57 million people say they will definitely hit the stores, while another 77 million are waiting to see what retailers are planning before heading out the door.

“Regardless of what we’ve already seen these last few weeks in terms of promotions, retailers still have a few tricks up their sleeves to excite Black Friday shoppers,” said Tracy Mullin, NRF president and CEO. “With retailers fully aware that shoppers are looking for incredible deals, Americans can expect huge sales on popular items like toys, electronics and apparel.”

For the first time, NRF polled Americans about their specific Black Friday shopping intentions. According to the survey, discount and department stores will be the biggest attractions for consumers this weekend with 66.3% and 62.4%, respectively, planning on heading to their favorite big-box store. In addition, four in 10 (41.0%) will shop at electronics stores, 36.3% will head to a clothing and clothing accessories store and 28.8% said they would shop at a grocery store.

As an increased number of retailers offer special Black Friday promotions on their Web sites, more than one-quarter (27.6%) will shop online.

There will be early-bird shoppers as in years past. While some people will wait until the sun comes up to head out the door Black Friday morning, one in 10 (10.3%) shoppers will brave the elements and get to the store between midnight and 3 a.m. More than one-quarter (28.8%) will check out the early-bird specials and head out between 4 a.m. to 6 a.m., while 28.2% will go between 7 a.m. to 9 a.m. Fervent 18-34 year olds, who likely haven’t yet been to bed, will be the majority of retailers’ early hour shoppers, as 18.3% plan to head out between 12 a.m. to 3 a.m.

When it comes to what influences people to shop in particular stores over Black Friday weekend, coupons (40.6%), newspaper circulars (38.2%), television ads (27.8%) and word of mouth (26.5%) are among the ways shoppers make decisions. However, most (43.2%) people will base their shopping destinations on what types of items they have on their list.

This ad will auto-close in 10 seconds