Significantly more affluent shoppers participating in Black Friday.
Half of consumers prefer online shopping for best deals.
NEW YORK–(BUSINESS WIRE)–This holiday season, Americans plan to cash in on Black Friday and Cyber
Monday deals, with nearly 45% of consumers making purchases on Black
Friday and 47% shopping on Cyber Monday, according to the American
Express Spending and Saving Tracker.
Between these two shopping holidays, consumers plan to spend $584 (up
17% from 2014), and this year, 20% more of affluent
consumers–categorized as those earning $100,000 or more annually—will be
leading the charge, as 56% plan to take advantage of this annual
shopping holiday compared to just 46% last year.
“Consumers love a good deal, and many are planning to search for the
latest and greatest on Black Friday and Cyber Monday this year,” said
Jed Scala, Senior Vice President, Consumer Lending at American Express.
“The purchases won’t stop there, however, as we expect to also see
steady spending throughout the holiday season in a number of areas
including travel and entertainment.”
Although a good deal of holiday shopping will take place between Black
Friday and Cyber Monday, retailers can also expect a steady flow of
shoppers throughout the holiday season, as 62% of consumers say they
will only have completed half or less of their holiday shopping by this
time. On average, consumers plan to purchase holiday gifts for eight
people, spending the majority of their shopping dollars (total average
of $839) on children and spouses/significant others.
SHOPPERS FLOCK ONLINE FOR HOLIDAY DEALS
Most Black Friday devotees (55%) plan to shop between the hours of 12
a.m. and 7 a.m., and although those brave enough to shop in-store (23%)
may physically get their hands on the best deals first, nearly 67% of
Black Friday shoppers prefer to combine online and in-store shopping.
Holiday shopping in general continues to be dominated by online
purchases with two in five (41%) consumers planning to complete mostly
all or some of their shopping online. It’s not just about shopping on
the computer, however: Browsing on the go is significantly up with more
than one-half of Americans (58%) using a smartphone for holiday shopping
(vs. 49% in 2014), whether it is to browse, compare prices or make a
FROM MALLS TO MAIN STREET
The majority of Americans will make their purchases from super stores
(67%) this holiday season, where they can find gifts for the whole
family. Significantly behind are department stores (47%), another
one-stop shop. People are also supporting their Main Streets in
increasing numbers, with local small business shopping up 17% compared
GIFT CARDS: THE GIFT THAT KEEPS ON GIVING
Gift cards (57%) continue to top shopping lists, followed by clothing
and accessories (47%) and toys/games (44%). Contrary to popular belief,
both men (54%) and women (59%) think gift cards are the ideal gift for
loved ones, citing usefulness and flexibility for the recipient and
convenience for the shopper. Additionally, some consumers (15%) say they
actually repurpose unused gift cards they’ve received to buy gifts for
their loved ones.
DONATIONS & DECORATIONS GO UP WITH CHEER
Holiday spending doesn’t end with gifts. In fact, Americans are choosing
to spend money in more philanthropic ways this holiday season.
Millennials, in particular, are significantly more interested in giving
to charitable causes compared to the general population (74% vs. 65%
Additionally, overall anticipated holiday costs go beyond gifts. Other
holiday expenses apart from shopping include:
- Holiday décor – 33%
- Special dinners out – 31%
Attending holiday parties – 30%
- Travel to visit family and friends – 27% ($394 vs. $345 in 2014)
About the American Express Spending & Saving Tracker
Express Spending & Saving Tracker research was completed online
among a random sample of 1,503 adults, including the general U.S.
population, as well as an affluent demographic defined by a minimum
annual household income of $100,000. Interviewing was conducted by
Ebiquity, formerly Echo Research, between September 23 -28, 2015. The
results reported have an overall margin of error of +/- 2.5 at the 95
percent level of confidence.
About American Express
American Express is a global services company, providing customers with
access to products, insights and experiences that enrich lives and build
business success. Learn more at americanexpress.com and
connect with us on facebook.com/americanexpress,
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Jane Di Leo, 212-640-8055