Most Plan To Skip “Black Friday” Bargains, Survey Says

UTICA, N.Y.—Just 14% of Americans have plans to go shopping on “Black Friday”, while 26% say they will be looking for great deals online, a new Zogby Interactive survey shows. Another 13% are still debating whether to brave the crowds in search of holiday deals the day after Thanksgiving and more than half (58%) said they don’t plan on shopping in stores or online.

Men (14%) and women (14%) are equally likely to say they plan to stake out the stores Black Friday, but women (28%) are more likely than men (23%) to say they have online shopping plans on Friday. Those with children younger than 17 living at home are more likely (18%) than those without young children at home (12%) to head out to the stores Friday, and are also more likely to see what online retailers have to offer for Black Friday.


Fifteen percent of those younger than 30 are heading to the stores in search of deals Friday, but 22% of these young Americans say they still have not decided if they will join the crowds. Those age 30-49 are the most likely of any age group (18%) to say they will go shopping Black Friday, while those age 25-34 are most likely to say they plan to shop online (34%).

The vast majority of older Americans will be staying home—just 6% of those age 65 and older intend to hit the stores on Black Friday, but 14% plan to do some online shopping that day.

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