Omnibus Survey: More consumers plan to shop on Cyber Monday than Black Friday this year
In a survey of more than 1,000 U.S. consumers, Omnibus found that 57 percent said they plan to shop on Cyber Monday this year (the Monday after Thanksgiving) compare to just 35 percent who said that they plan to go out shopping on Black Friday. Further, of those planning to shop on Black Friday, only 23 percent will be strictly going to retail locations, while another 55 percent said they will be shopping both in-store and online.
"There could be many reasons for this, but the prevalence of retailers offering promotions throughout the weekend, particularly online, and the fact that the draw of ‘limited quantity door-busters’ has lost its appeal to the masses are significant contributors," Kirk Baetens, Vice President and leader of the Morpace Retail & Consumer Goods practice, said in a statement.
Other findings from the Omnibus report include:
- 75 percent of holiday shoppers plan to shop online and 87 percent of these individuals plan to shop on Amazon.
- When shopping online, 19 percent of consumers plan to use a tablet and 22 percent plan to use a smartphone.
- When it comes to holiday shopping, consumers aren't always planning ahead. About 46 percent of shoppers plan to shop between one to four weeks before the holiday, compared to 40 percent who plan to begin their shopping two to three months before.
- 54 percent of males surveyed plan to begin shopping one to four weeks before the holiday, while only 38 percent of women plan to do the same.
"Consumers are looking more for convenient ways to shop, and mobile or tablet use will continue to increase," Baetens said. "Yet there is still that group of consumers who plan to brave the stores on Black Friday, and those who are always going to be procrastinators. The key is identifying how to reach different consumer segments in an effective way and understanding channel demand during this busy season."