Black Friday Wins as Holiday Shoppers' Favorite Deals and Savings in 2015

New study from FatWallet reports holiday shoppers rank Black Friday events ahead of early sales and Cyber Monday deals for saving money, despite 42% that do not like stores opening on Thanksgiving.

Nov 02, 2015, 07:00 ET from FatWallet

BELOIT, Wis., Nov. 2, 2015 /PRNewswire/ --, where millions of deal hunters go to stack coupons with cash back, announced results from its 2015 Black Friday Shopping Survey (*TNS). Those surveyed overwhelmingly say Black Friday has the best deals and savings versus any other holiday shopping events. Overall expectations reveal that more than 70% plan to spend the same or more than last year during Black Friday, and 40% expect more savings opportunities this year even though 40% expect higher prices. Meanwhile 4 in 10 plan to purchase holiday gifts on Black Friday while just 2 in 10 admit they'll be shopping for themselves. As for which items they will shop for most:

  • 42% will buy Apparel (clothing, shoes, jewelry, accessories)                                  
  • 34% will buy Consumer Electronics (TVs, Laptops/Computers, Appliances, Gadgets, other)
  • 30% will buy Toys or Video Games (games, consoles)
  • 25% will buy Home Items (furniture, kitchen, bed and bath, decor, etc.)                                 
  • 25% will buy Media (books, movies, music)                                                                  
  • 16% will buy Mobile Devices (Tablets, Smartphones, Wearables)

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"Despite ever early Black Friday creep and some disdain for stores opening on Thanksgiving, consumers still expect the deepest savings during the main holiday weekend," states Brent Shelton, Online Shopping Expert from "They know their best opportunity to make smarter purchases happen when they can compare all the deals from all the Black Friday ads versus settling for what retailers offer in select early sales." When asked which holiday shopping event will offer the best deals and savings this year, those surveyed replied:

  • 39% like Black Friday deals
  • 20% like Cyber Monday deals                
  • 13% like December sales
  • 10% like Early November sales                                                               
  • 7% like Free Shipping Day
  • 11% like other holiday sales                    

When asked about retailers offering early Black Friday sales:

  • 42% said they do not like stores opening on Thanksgiving
  • 26% said Black Friday sales start way too early                      
  • 15% said the term Black Friday is over-used and confusing
  • 12% said Early Sales are not as good as Black Friday                                                     
  • 10% said Early Sales are better than Black Friday
  • 5% said they like to shop on Thanksgiving                                            
  • 29% think there are so many sales now that it doesn't matter.

Another survey question asked how Black Friday shoppers get their information on deals and discounts with 44% saying Black Friday ads (newspaper flyers/adscans), 37% TV ads, 30% retailer web sites, 25% Black Friday deal sites, 17% social media, 11% News Media, 9% mobile ads, and a whopping 24% just go shopping without any intel at all.


Full Results from Black Friday Shopping Survey and INFOGRAPHIC

Preview 2015 Black Friday Ads, deals, apps and buying guides

2015 Black Friday Predictions

About FatWallet: The one-stop shopping resource for millions of smart consumers, publishes thousands of current store discounts and coupon codes that stack with Cash Back rewards from 1,700 online retailers, including Amazon, Walmart, Ebay and Newegg. The much celebrated FatWallet forums represent the pulse of an evolving online marketplace where smart consumers gather to share and learn. With more than $50 million paid in cash back rewards, the new FatWallet Express is the "easy button" for online shoppers to assure cash back on every purchase.

*The national survey conducted online by TNS on behalf of in October 2015 was fielded among 1,000 adults ages 18 or older.


SOURCE FatWallet