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Nielsen survey: Most Black Friday shoppers head to department stores


New York City -- Nielsen’s annual Black Friday Shopping Survey, released Tuesday, found that 80% of consumers don’t plan to shop on Black Friday. Of those that do, 71% will head to department stores, 52% to electronics stores, 51% to mass merchandisers and discounters, 40% will shop online, 27% will visit toy stores and 23% will shop warehouse clubs.

The smallest percentage of shoppers will be the biggest spenders, as 32% of Black Friday shoppers plan to spend $100 to $250, 24% plan on $250-$500, 20% plan on $50-$100 and 15% plan on $500-$1,000.

Less than 10% say this will this be the first year they plan to shop on Black Friday.

According to Nielsen, shopping is now in full force as last week 35% of consumers started shopping. This is up from the 24% average over the 10 weeks the survey has been in the field.

Apparel and electronics are the big product pulls on Black Friday, as 62% of shoppers will buy clothing and accessories and the same percentage (62%) will buy electronics.

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