This Is What Black Friday and Holiday Shoppers Are Really Looking for This Season, According to New Research

According to the data from the National Retail Federation and user investigation patient Prosper Insights & Analytics, 183.4 cardinal group successful the U.S. will shop (in-store and online) from Thanksgiving done Cyber Monday. Meanwhile, Black Friday unsocial is expected to spot 131.7 cardinal shoppers.

But where, how, and why are consumers spending their cash? Shopify's 2024 holiday unit survey examined trends for the vacation play by looking astatine responses from 2,000 consumers successful the U.S. and different 16,000 successful Australia, Canada, France, Germany, Italy, Japan, Spain, and the U.K.

Here are immoderate cardinal specifications astir user behaviour this vacation season:

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What Is the Outlook for Black Friday?

In the Shopify survey, young adults (25-34) reported that they will beryllium expanding their Black Friday spending, pinch 28% readying to walk much this twelvemonth and 55% aiming to decorativeness their shopping by the extremity of November.

For those who aren't shopping connected Black Friday, 65% reported doing astir of their vacation shopping betwixt October to December, while 23% percent were recovered to commencement shopping for the holidays successful June.

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What Shoppers Care About

• Free shipping

A notable inclination included really valuable "free shipping" was to shoppers. The perk would power 47% of consumers if offered, according to the report, overmuch higher than erstwhile a institution provides "a awesome customer experience" (31%) aliases "loyalty schemes" (20%).

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• A awesome deal

27% of group surveyed said they will hold for the large income to commencement shopping, and walk clip comparing prices astatine different retailers.

• Brand loyalty

Of the 35 to 44 property group, 85% reported having clear marque preferences. Younger shoppers ages 18 to 24 were much influenced by recommendations connected societal media.

• Sustainability

The study recovered that conscious shopping was important pinch 26% of shoppers readying to shop much sustainably this year. One successful 5 (22%) surveyed said they were looking to bargain from independent brands.

• Flexibility

The study recovered that 60% of consumers usage a "hybrid shopping" attack to the holidays, buying mini items online and larger ones in-store. There was besides a "shift towards in-store merchandise discovery" among younger shoppers. Shopping and recommendations connected societal media were still popular—55% of shoppers surveyed reported being progressive connected Instagram and TikTok.

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