One in Four Shoppers Already Planning for Black Friday - eMarketer
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One in Four Shoppers Already Planning for Black Friday

27% start researching purchases in September or October

October 29, 2015

Every year, many US consumers begin holiday shopping and research long before the days get chillier and the nights get longer. And according to October 2015 polling, many are thinking specifically about Black Friday early in the fall.

Time of Year When US Internet Users Plan to Begin Researching Products/Preparing for Black Friday, Oct 2015 (% of respondents) found that 27% of US internet users who planned to buy at least one thing on Black Friday were already doing research about those items by October. Nearly half of respondents left it late, however: 44% said they would not be researching Black Friday purchases until at least halfway through November.

According to the survey, a substantial amount of that Black Friday research will be around electronics, which 43% of Black Friday shoppers said was the category they were most interested in receiving promotions for. Apparel came in second, at 26%, followed by toys and video games, at 17%.

Of course, retailers are getting prepared, too—and in more ways than one. An announcement by outdoor recreation gear retailer REI that it would be closing all its stores and paying its employees to #OptOutside trended quickly on social media. Whether the brand will win more value with the creative branding move than it would have by selling on the hot holiday shopping day will be closely watched.

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