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1、Black Friday or Bleak Friday?Living consumer intelligence|Holiday shopping sentiment 2023Black Friday or Bleak Friday?2Black Friday shoppers going cold turkey?Black Friday has traditionally represented the frenzied start of the holiday shopping season.But with the proliferation of online shopping an
2、d extended sale periods,the majority of Americans plan to skip Black Friday this year.Is the frenzy of doorbuster deals and midnight store openings a relic of a bygone era?This report delves into the disparate attitudes of Black Friday shoppers and abandoners,highlighting an emergent cynicism for th
3、e retail experience and value offered.We also leverage YouGov Profiles data to forecast holiday gifting trends and the media consumption habits of those who do plan to participate in Black Friday.Finally,the report provides a quick peek into the 10%of Americans planning to shop Black Friday Deals fo
4、r the first time in 2023.Black Friday 2023 OutlookBlack Friday or Bleak Friday?3Expected participation in Black Friday 202352%of Americans dont plan to shop for Black Friday this year 5%28%24%10%33%YouGov Surveys,October 16-18(N1000)ReturnersIve shopped for Black Friday deals before and will do so a
5、gain this yearNewbiesI havent shopped for Black Friday deals before,but will do so this yearAbandonersIve shopped for Black Friday deals before,but will skip this yearRejectersI havent shopped for Black Friday deals before,and will not do so this yearNot applicableIve never heard of Black FridayIll
6、spend less than beforeIll spend roughly the same amountIll spend more than beforeDont knowBlack Friday or Bleak Friday?4Black Friday 2023 Outlook28%of Black Friday returners spending less.Only 12%say theyll spend more.YouGov Surveys,October 16-18Black Friday returners:“Ive shopped for Black Friday d
7、eals before and will do so again this year”(N375)Spend relative to previous yearsReturners17%12%43%28%5Deal or no deal?YouGov Surveys,October 16-18Black Friday returners:“Ive shopped for Black Friday deals before and will do so again this year”(N375)Black Friday abandoners:“Ive shopped for Black Fri
8、day deals before,but will skip this year”(N275)Black Friday or Bleak Friday?I think I can find genuine discounts during Black FridayBlack Friday offers genuine discounts,but sometimes there are better deals at other times of the yearI dont think that Black Friday offers genuine discounts3%46%51%21%6
9、2%17%Confidence in Black Friday discounts ReturnersAbandonersBlack Friday or Bleak Friday?6Which,if any,of the following have you experienced before during Black Friday?ReturnersAbandoners74%of US Black Friday shoppers identified at least one negative Black Friday shopping experience.YouGov Surveys,
10、October 16-18Black Friday returners:“Ive shopped for Black Friday deals before and will do so again this year”(N375)Black Friday abandoners:“Ive shopped for Black Friday deals before,but will skip this year”(N275)I visited a store in-person that was overcrowded and uncomfortableThe item I wanted was
11、 out of stock/unavailable in the right size or styleStores were so full that I was unable to make my purchase(website crashed or physical store was impossible to enter)There were hidden conditions to claim a promotion or discountA store advertised a promotion or discount,but didnt honor it when I tr
12、ied to buy the item13%19%27%35%36%13%19%35%40%54%Whos backYounger Americans continuing to shop Black Friday dealsBlack Friday or Bleak Friday?7YouGov Surveys,October 16-18+YouGov Profiles(October 2023)Black Friday returners:“Ive shopped for BlackFriday deals before and will do so again thisyear”(N37
13、5)Black Friday abandoners:“Ive shopped forBlack Friday deals before,but will skip thisyear”(N275)vvGender46%41%49%54%59%51%WomenMenWomenMenWomenMenGen PopAbandonersReturnersGenerationBaby Boomers&Silent GenerationGen XMillennialGen Z10%32%27%31%7%45%28%21%3%29%28%41%Black Friday abandonersBlack Frid
14、ay returnersGen popBlack Friday or Bleak Friday?8Black Friday returners like luxuryYouGov Surveys,October 16-18+YouGov Profiles(October 2023).Black Friday returners:“Ive shopped for Black Friday deals before and will do so again this year”(N350)Black Friday abandoners:“Ive shopped for Black Friday d
15、eals before,but will skip this year”(N250)24%45%ReturnersAbandonersHigher income:higher than 200%of the medianMiddle income:between 75%and 200%of the median Lower income:less than 75%of the median Prefer not to say/Dont knowReturnersAbandonersI am willing to pay more for luxury brands”11%43%40%6%9%3
16、5%44%12%vvBlack Friday shoppers give more giftsBlack Friday or Bleak Friday?9YouGov Surveys,October 16-18+YouGov Profiles(October 2023)Black Friday shoppers:“Ive shopped for Black Friday deals before and will do so again this year”+I havent shopped for Black Friday deals before,but will do so this y
17、ear(N200)Black Friday skippers:“Ive shopped for Black Friday deals before,but will skip this year”+I havent shopped for Black Friday deals before,and will not do so this year(N350)ParentsSignificant otherFriendsChildren 18+Other relativesGrandparentsWork colleaguesNeighborsWho they buy gifts for-Adu
18、ltsWho they buy gifts for-ChildrenSkippers(Rejectors+Abandoners)Shoppers(Newbies+Returners)Teens(12-18 years)Grade-schoolers(5-12 years)Preschoolers(3-5 years)Toddlers(1-3 years)Infants(2 months-1 year)Newborns(0-2 months)15%20%20%28%30%52%54%55%7%8%8%26%29%40%45%34%18%17%24%26%29%33%14%13%19%18%20%
19、22%Black Friday or Bleak Friday?10What kind of gifts are they buying?Clothing and fashion tops the shopping list31%34%39%45%51%16%29%30%36%34%Clothing&fashionFood&drinksGift cardsToys&gamesPersonalized itemsSkippers(Rejectors+Abandoners)Shoppers(Newbies+Returners)Black Friday or Bleak Friday?11How m
20、uch will they spend?Amount spent on a giftDespite discounts,Black Friday shoppers may still spend bigYouGov Surveys,October 16-18+YouGov Profiles(October 2023)Black Friday shoppers:“Ive shopped for Black Friday deals before and will do so again this year”+I havent shopped for Black Friday deals befo
21、re,but will do so this year(N200)Black Friday skippers:“Ive shopped for Black Friday deals before,but will skip this year”+I havent shopped for Black Friday deals before,and will not do so this year(N350)$100+$50-$100Less than$50Not applicable-I do not buy giftsDont know5%9%35%22%28%9%22%36%20%12%Sk
22、ippers(Rejectors+Abandoners)Shoppers(Newbies+Returners)Black Friday or Bleak Friday?12Black Friday shoppers are heavy social usersYouGov Surveys,October 16-18+YouGov Profiles(October 2023)Black Friday shoppers:“Ive shopped for Black Friday deals before and will do so again this year”+I havent shoppe
23、d for Black Friday deals before,but will do so this year(N400)Social media used monthly18%27%38%45%68%25%34%48%50%72%TikTokTwitter/XInstagramYouTubeFacebookBlack Friday shoppersGen popDaily Instagram users24%35%Black Friday shoppersGen PopvBlack Friday shoppers listen to podcasts and watch cartoonsB
24、lack Friday or Bleak Friday?1324%Watched the Macys Thanksgiving Day Parade in 2022(vs.21%gen pop)YouGov Surveys,October 16-18+YouGov Profiles(October 2023)Black Friday shoppers:“Ive shopped for Black Friday deals before and will do so again this year”+I havent shopped for Black Friday deals before,b
25、ut will do so this year(N400)*TV Networks watched regularly Sorted by Z-score difference between groups,not by total viewershipvWeekly hours listening to podcasts Black Friday shoppersGen popTV Networks watched regularly*Not applicable I do not listen to podcastsUp to 5 hours per week6+hours per wee
26、kDont knowBlack Friday shoppersGen pop3%18%32%46%3%28%37%32%Cartoon NetworkNickelodeonCNNESPN15%15%6%8%20%21%10%15%Black Friday newbies:Black Friday or Bleak Friday?14Video games driving Black Friday interest among young menYouGov Surveys,October 16-18Black Friday newbies:I havent shopped for Black
27、Friday deals before,but will do so this year(N100)Black Friday returners:“Ive shopped for Black Friday deals before and will do so again this year”(N375)v16%18%20%20%22%24%29%36%29%16%23%22%30%31%26%51%Black Friday returnersBlack Friday newbiesPlanned purchases this Black FridayClothes,shoes,or acce
28、ssoriesVideogames and consolesToys or games Mobile phones,tablets,laptops or smartwatchesKitchen and home appliancesTVs or audio equipment Furniture and outdoor livingHealth and beauty productsvGenerationGenderMillennial(1982-1999)Gen Z(2000-later)Older22%27%51%49%7%45%Black Friday returnersBlack Fr
29、iday newbies41%59%Black Friday newbiesFemaleMale54%46%Black Friday returnersFemaleMaleBlack Friday or Bleak Friday?15Want to learn more?YouGov Surveys Self-serve:Build yourself with YouGovs survey platformRepresentative and targeted samplesCant contain political orsensitive questionsCant be publishe
30、d or quoted in the mediaAvailable in GB&USWith YouGov Surveys Serviced:Work with YouGov researchers on sample and survey designRepresentative and targeted samplesBest for surveys that are long,complex,or containing political or sensitive questionsCan be published or quoted in the mediaAvailable glob
31、allyUtilizing YouGovs connected data,this report was built from YouGov Surveys questions linked to YouGov Profiles.YouGov,2023,all rights reserved.All materials contained herein are protected by copyright laws.Any storage,reproduction or distribution of such materials,in whole or in part,in any form
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