Six in Ten Shoppers Are Buying Things They Would Buy Anyway during Black Friday, Small Business Saturday, and Cyber Monday

Three quarters of Black Friday and Cyber Monday shoppers will only be shopping sales

The author(s)

  • Chris Jackson Senior Vice President, US, Public Affairs
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Washington, DC, November 26, 2019 — A new Ipsos poll on behalf of USA Today explores American shopping intentions towards specific holiday shopping days and the season overall. Read the USA Today article here

  • Three in four Americans plan to shop during the holiday season.
  • Cyber Monday (65%) is more popular than Black Friday (57%) among Millennials.
  • Those with children are more likely than their counterparts to engage in any of the shopping days or the holiday shopping season.
  • Around three quarters of Black Friday (77%) and Cyber Monday (75%) shoppers say they will only buy items on sale while shopping on the respective days.
  • Six in ten or more shoppers agree that the items they buy on Black Friday (69%), Small Business Saturday (60%) and Cyber Monday (64%) are things they would buy anyway. A small majority agree with this for the holiday shopping season (53%).
  • Around a quarter of Black Friday (28%), Small Business Saturday (26%), and Cyber Monday (27%) shoppers say they will be shopping for themselves, with another 4 in 10 saying they will be shopping for others.
  • A majority of shoppers with children will be shopping primarily for others except on Cyber Monday during which 51% plan to shop mostly for themselves, and 43% plan to shop mostly for others.
  • Shoppers are split on how they will be shopping for Black Friday: 37% say more online, 29% say more in-store, and 35% say\ equally across both. Half of Small Business Saturday shoppers will be shopping in-store.
  • Four in ten holiday season shoppers (41%) will be making their purchases equally in-store and online.
  • Clothing is the main shopping category across the days and for the overall holiday shopping season.
  • Sixty-three percent of Americans think sales should not start on Thanksgiving, and 44% agree that the holidays are more about shopping and receiving presents than anything else.

About the Study

These are some of the findings of an Ipsos poll on behalf of USA Today conducted between November 20-21, 2019. For this survey, a sample of roughly 1,004 adults age 18+ from the continental U.S., Alaska, and Hawaii was interviewed online in English. The sample includes 290 adults aged 18-34, 326 adults aged 35-54, 388 adults aged 55 years or older, 262 respondents with children in their household, and 742 respondents without children in their household. 

The sample for this study was randomly drawn from Ipsos’ online panel (see link below for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Posthoc weights were made to the population characteristics on gender, age, race/ethnicity, region, and education. 

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.5 percentage points for all respondents, plus or minus 6.6 percentage points for those aged 18-34, plus or minus 6.2 percentage points for those aged 35-54, plus or minus 5.7 percentage points for those aged 55 or older, plus or minus 6.9 percentage points for those with children in their household, and plus or minus 4.1 percentage points for those without children in their household. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,004, DEFF=1.5, adjusted Confidence Interval=+/-5.0 percentage points).

For more information on this news release, please contact:

Chris Jackson
Vice President, US
Public Affairs
+1 202 420-2025
[email protected]

About Ipsos

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The author(s)

  • Chris Jackson Senior Vice President, US, Public Affairs