More consumers to do Black Friday shopping online

Market Track survey finds Walmart is top destination for in-store shopping

Chicago – Only 40% of consumers plan to visit stores on Black Friday – and their top destination is Walmart.

According to consumer research from Market Track, only 30% will visit stores on Thanksgiving Day compared to 50% who did so last year.

Other findings:

  • 80% of U.S. shoppers plan on buying gifts from Amazon this holiday season, up from 74% last year.
  • The majority of shoppers believe the best deals of the season will be offered online.
  • Only 5% plan to look for sales and deals on social media sites.
  • Among those scouting deals on social media, just 21% plan to make purchases directly from platforms like Facebook, Instagram and Pinterest.

“The decline in both store traffic and positive consumer sentiment towards Black Friday in-store events is well-documented,” said Ryne Misso, director of marketing at Market Track, a provider of advertising, promotional, brand protection and pricing intelligence solutions in North America.

“This holiday season, look for Black Friday to morph into Cyber Friday, where the top deals and unique shopping experiences will take place, perhaps first and foremost, online,” Misso added.

The survey of 1,000 shoppers was conducted last month.

Home Textiles Today Staff | News & Commentary

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