Study Shows Nearly Half of U.S. Consumers Plan to Shop on Black Friday

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According to a recent consumer perception study conducted by leading market research firm ClickIQ, Black Friday shopping continues to be a big day for retailers and e-tailers with over 41% of respondents saying they plan to shop that day.

A little less than half of all respondents said they planned to shop on Black Friday, of those, 70% stated that they will do a combination of both online and in-store shopping.

Black Friday 2011 will be a strong mix of online and brick and mortar shopping according to a recent consumer perception study conducted by market research firm ClickIQ. Consumers who plan to celebrate the upcoming holidays were surveyed regarding their plans to participate in Black Friday shopping. A little less than half of all respondents said they planned to shop on Black Friday, of those, 70% stated that they will do a combination of both online and in-store shopping. Only 17% stated they will shop exclusively at traditional retail stores whereas 13% said they will shop exclusively online.

When respondents were asked to select which retail stores they plan to shop on Black Friday, Walmart (WMT), Target (TGT) , and Best Buy (BBY) appear to draw the most shoppers. 75% of those shopping on Black Friday plan a trip to Walmart, 64% plan to check out Target, and 62% plan to be seen at Best Buy. The next closest retailer to be busy on Black Friday is Macy’s (M) with 40% of respondents stating they plan to be there. These numbers indicate that most shoppers are planning to go to more than one retailer on Black Friday.
According to the survey, the most popular gift categories Black Friday shoppers plan to purchase are Toys at 45%, Clothing with individual items ranging from 41% to 30%, Electronics with TVs at 26%, Laptops at 25%, E-Readers at 20%, and Fragrances with Perfume at 25%.    

Methodology
Data was collected in an online survey with 622 of ClickIQ’s US consumer panel from November 3, 2011 through November 5, 2011. Target respondents are consumers who celebrate and participate in the Winter Holidays gift-giving season. The survey results have margin of error of +/-5% at a 95% confidence level.

About ClickIQ
ClickIQ, Inc., based in Minneapolis, Minnesota, is an award-winning market research firm that employs fully integrated online management tools, a proprietary consumer panel, and skilled market research analysts to deliver quantitative consumer and shopper insights to some of the best known and most respected companies across the U.S.

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Robert Boese
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