‘Tis the Season…for Shopping

‘Tis the Season…for Shopping

Get ready to shop till you drop! Black Friday and Cyber Monday are just days away. And while almost a quarter of consumers got a head start on their holiday shopping in September, even more shoppers will be hitting the stores and online sales in droves searching for major savings this weekend.


Half of consumers are planning to brave the crowds on Black Friday to put a dent in their holiday shopping lists. But even before this, as many a one-third of consumers are expected to shop on Thanksgiving itself, despite several big box retailers advertising that they will remain closed on the holiday.

While both men and women will fearlessly be shopping, more men than women are expected in stores: 52% versus 48%, respectively. And these consumers already know what kind of stores they are planning to visit, with 57% having department stores in mind, 49% planning to head to mass merchandise/discount stores, 49% hitting up electronic stores, and 32% going to toy stores. In addition, 43% of those shopping will avoid crowds and shop online.

What are these eager shoppers buying? Apparel tops consumers’ lists, with 61% saying they plan to buy clothing items on Black Friday. Brave shoppers will also seek deals on electronics (58%), toys (42%), video consoles/games (39%) and gift cards (27%). While these items resemble consumer shopping lists from 2014, the percent of consumers with toys on their lists increased dramatically.


Cyber Monday will see a different consumer breakdown than Black Friday. More consumers say they’ll shop on this digital deal day (60%), and decidedly more women say they’ll take part in this holiday shopping event (62% of women vs. 58% of men). Even though consumers don’t have to leave the house to shop, there is still plenty of planning to do in order to find the best deals: 71% of those who plan to shop are using Cyber Monday deal websites to prepare their lists, followed by retail websites (59% of women and 48% of men), emails (44%), social media (38%) and old school shoppers will look to newspapers and circulars while planning their purchases.

All in all, this should be a busy shopping weekend for U.S. retailers both online and in store. However, some consumers plan to wait to tackle their holiday lists. And multicultural households lead this trend. In a survey fielded in September 2015, 72% of Asian-Americans, 68% of Hispanic Americans and 67% of African-Americans said they planned to wait to start their holiday shopping, compared with 64% of total U.S. households.

Want to know more about this season’s shoppers? Check out our shopping tracker in Nielsen’s Holiday Headquarters.