Reuters/Ipsos Data: Black Friday Shopping

One third of Americans plan to shop on Black Friday, traditionally the biggest shopping day of the year in the United States.

The author(s)

  • Annaleise Azevedo Lohr Senior Account Manager, US, Public Affairs
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Washington, D.C. – A recent Reuters/Ipsos poll found that 38% of Americans plan to shop on Black Friday (midnight on Thanksgiving through the following day, Friday) this year, with six in ten (59%) Black Friday shoppers reporting they will complete at least half of their shopping on this day. Traditionally, Black Friday has been the biggest shopping day of the year in America, with many retailers offering special incentives and deep discounts to bring people into their stores just in time for the holiday gift giving season. 

Nearly one in five Americans (18%) report they expect to spend more this year on gifts for others compared to last year.  When asked what the biggest incentive was to buy things for the holidays, half of Americans (49%) said that being offered free delivery was the most appealing of all incentives retailers generally offer. Surprisingly, 'door buster' discounts on big ticket items and holiday coupons were the major incentives for approximately one third (31% and 39% respectively) of Americans. 

About this Study

These are findings from an Ipsos poll conducted for Thomson Reuters between November 7-13, 2018. For the survey, a sample of 1,819 Americans ages 18+ were interviewed online. The precision of the Reuters/Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 2.6 percentage points for all adults. For more information about credibility intervals, please see the appendix.

The data were weighted to the U.S. current population data by gender, age, education, and ethnicity. 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. Figures marked by an asterisk (*) indicate a percentage value of greater than zero but less than one half of one per cent. Where figures do not sum to 100, this is due to the effects of rounding. To see more information on this and other Reuters/Ipsos polls, please visit

For more information on this news release please contact:

Clifford Young
President, U.S.
Ipsos Public Affairs

Chris Jackson
Vice President, U.S.
Ipsos Public Affairs

About Ipsos Public Affairs

Ipsos Public Affairs is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.

Ipsos has media partnerships with the most prestigious news organizations around the world. In Canada, the U.S., UK, and internationally, Ipsos Public Affairs is the media polling supplier to Reuters News, the world's leading source of intelligent information for businesses and professionals. Ipsos Public Affairs is a member of the Ipsos Group, a leading global survey-based market research company. We provide boutique-style customer service and work closely with our clients, while also undertaking global research.

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks fourth in the global research industry.

With offices in 89 countries, Ipsos delivers insightful expertise across five research specializations: brand, advertising and media; customer loyalty; marketing; public affairs research; and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,780.5 million in 2017.

The author(s)

  • Annaleise Azevedo Lohr Senior Account Manager, US, Public Affairs

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