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

Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

Research Store

Featured Video

Subscribe to
Home Textiles Today eDaily
Receive the news you need to know about the trends in the industry delivered right to your inbox.

Most Viewed Articles


HTT November 2017 cover

See the November 2017 issue of Home Textiles Today. In this issue, we look at Complex Colors, Complex Times--Trend forecasters and interior designers weigh in on 2018 palettes and motifs.  Other articles include: Data: Exclusive HTT soft window research; Innovation: Material Changes conference preview; Country report: India invests in the future and Fabrics: Showtime preview.  See details!