Embracing retail disruption
2015 pre-Thanksgiving
pulse survey
November 23, 2015
Executive summary
Black Friday is expected to surpass Cyber Monday as the most popular online shopping
day.
More than half (58%) of consumers surveyed have started their holiday gift spending,
and on average have completed 20% of their holiday purchases (compared to 18% in
2014). About half (46%) of these holiday purchases were bought on sale or with a
coupon (up from 41% in 2014).
Over half of respondents (57%) plan on shopping over the Thanksgiving weekend.
Consumers continue to shift their Thanksgiving weekend spending toward online
channels.
Retailer and Deal websites will be the primary information sources for Black Friday
sales.
More than half (51%) of in-store Thanksgiving shoppers will start shopping by 6 pm;
and 62% of Black Friday shoppers will start shopping by 9 am.
Nearly one third (30%) of respondents plan to shop the Saturday after Thanksgiving to
support local businesses.
63% of consumers surveyed disagree with stores being open on Thanksgiving, with
56% feeling more loyal to those who close on Thanksgiving. Additionally, 50% will hold
off purchasing if their preferred store is not open on either Thanksgiving or Black Friday.
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Spending pulse check
81 percent of respondents expect to spend the same
or more as compared with their spending plans a few
months ago (same as last year)
How do your holiday spending plans compare to just a month or two ago?
I plan to spend more
30%
I plan to spend the same amount
I plan to spend less
4
Note: Percentages may not add up to 100 due to rounding
+2 vs. 2014
51%
18%
-2 vs. 2014
-2 vs. 2014
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Shopping timing &
venue plans
Black Friday and Saturday will remain the most
popular in-store shopping days
In-store
Thursday (Thanksgiving Day, November 26)
14%
Friday (Black Friday, November 27)
44%
Saturday (November 28)
35%
Sunday (November 29)
Monday (November 30)
6
48% in 2014
19%
10%
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Black Friday to surpass Cyber Monday as the most
popular online shopping day
Online
Thursday (Thanksgiving Day, November 26)
24%
Friday (Black Friday, November 27)
66%
Saturday (November 28)
49%
Sunday (November 29)
37%
Monday (November 30)
None of the above
7
48% in 2014
52%
51% in 2014
14%
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Consumers continue to shift their Thanksgiving
weekend spending to online channels
What percentage of your spending during the Thanksgiving weekend is expected
to be through the following shopping channels?
(Base: 57% shopping over the Thanksgiving weekend)
+2 vs. 2014
5%
36%
- 9 vs. 2014
59%
Online
In-store
+7 vs. 2014
Catalog
Among the 57% planning on shopping over the Thanksgiving weekend, 87% plan to shop online, while 53% plan to
shop in-stores
8
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More than half (51%) of Thanksgiving shoppers will
start shopping by 6 pm; and 62% of Black Friday
shoppers will start shopping by 9 am
W hat time do you expect to go to the store on Thanksgiving Day?
(Base: 14% shopping in stores on Thanksgiving Day)
‫‏‬
‫‏‬
Earlier than 5 pm
23%
W hat time do you expect to go to the store on the Friday after Thanksgiving?
(Base: 44% shopping in stores on Thanksgiving Day)
‫‏‬
‫‏‬
Midnight
1 am
5 pm
19%
10 pm
17%
3%
5%
2 am
1%
3 am
2%
4 am
8%
8 pm
9 pm
11 pm or later
8%
Unsure
6%
4%
5 am
8%
6 am
9%
7am
8 am
9 am
9
2%
10%
6 pm
7 pm
12%
10 am or later
Unsure
7%
10%
7%
22%
16%
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Deal perceptions:
When and where
Retailer and Deal websites will be the primary
information sources for Black Friday sales
Retailers’‫‏‬websites
62%
Websites dedicated to featuring Black Friday deals
58%
Newspapers
41%
Email
38%
Mailers / flyers
36%
TV or radio commercials
29%
Mobile device (via app or text message)
26%
Social media sites (blogs, discussion groups, or
social networks)
24%
In‫‏‬retailers’‫‏‬stores
20%
Other websites
None‫‏‬of‫‏‬the‫‏‬above;‫‏‬I‫‏‬won’t‫‏‬be‫‏‬looking‫‏‬for‫…‏‬
18%
3%
Percentages based on weekend holiday shopper base
‫‏‬
Almost half (46%) of shoppers will spend no more than 1 hour researching Black Friday deals;
another 40% expect to spend 1-2 hours researching deals
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Copyright © 2015 Deloitte Development LLC. All rights reserved.
Consumer perceptions
Half of consumers find in-store & online deals to be
comparable (up from 45% in 2014); 37% consumers
say‫‏‬Black‫‏‬Friday‫‏‬deals‫‏‬aren’t‫‏‬as‫‏‬good‫‏‬as‫‏‬they‫‏‬were
Consumer perceptions
I often find retailers offer comparable deals online and in stores
during the Thanksgiving weekend
50% +5 vs.2014
The Black Friday deals are not as good as they used to be
37%
I’ll‫‏‬likely‫‏‬purchase‫‏‬later‫‏‬in‫‏‬the‫‏‬holiday‫‏‬season‫‏‬because‫‏‬I‫‏‬
anticipate better promotions
35%
I prefer the early Black Friday promotions that retailers offer
before Thanksgiving versus shopping on Black Friday
33%
I expect retailers will offer better deals online than in the store on
Black Friday
13
27%
The best deals of the season are still on Black Friday
26%
I’ll‫‏‬likely‫‏‬purchase‫‏‬earlier‫‏‬in‫‏‬the‫‏‬holiday‫‏‬season‫‏‬because‫‏‬of‫‏‬
concerns that merchandise may run out
25%
Black Friday deals are better than they used to be
Percent of respondents who agree/ strongly agree
+11 vs. 2014
10%
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Store hour impact on
loyalty & perceptions
A majority (63%) of consumers disagree with stores
being open on Thanksgiving, with 56% feeling more
loyal to those who close on Thanksgiving.
Store hour impact on consumer perceptions & loyalty
I disagree with stores being open on Thanksgiving
63%
I feel more loyal to retailers who close on Thanksgiving
56%
I will hold out to shop at my preferred retailer(s) (even) if
they‫‏‬aren’t‫‏‬open‫‏‬on‫‏‬Thanksgiving‫‏‬Day‫‏‬or‫‏‬Black‫‏‬Friday
50%
I feel more loyal to retailers who close on Black Friday
29%
I will make a purchase at a non-preferred retailer on
Thanksgiving to avoid waiting for Black Friday
I feel more loyal to a retailer that opens its doors on
Thanksgiving Day and allows me to shop
15
14%
7%
Copyright © 2015 Deloitte Development LLC. All rights reserved.
About the survey
This survey was commissioned by Deloitte and
conducted online by an independent research
company between November 16-17, 2015.
It polled a national sample of 1,000 consumers and
has a margin of error for the entire sample of plus
or minus three percentage points.
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Copyright © 2015 Deloitte Development LLC. All rights reserved.
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