Consumers Still Believe in the Power of Black Friday Deals, PriceGrabber® Survey Finds

Fifty-eight percent of shoppers expect to find best holiday deals on Thanksgiving weekend

Nov 14, 2011, 09:51 ET from PriceGrabber

LOS ANGELES, Nov. 14, 2011 /PRNewswire/ -- Shoppers nationwide are eagerly awaiting Black Friday, the day after Thanksgiving and the most storied shopping day of the year. PriceGrabber®, a part of Experian, just released additional results from its second winter holiday shopping survey, revealing that enthusiasm for Black Friday deals is not a myth. The survey found that 58 percent of consumers believe that retailers offer better deals during Thanksgiving weekend than they do during the rest of the winter holiday shopping season. Conducted from Sept. 19 to Oct. 17, 2011, the survey includes responses from 2,322 U.S. online shopping consumers.

When consumers who indicated that they believe the best deals can be found over the Thanksgiving weekend were asked which days they thought retailers offer the best prices (respondents could select as many choices as they liked), 80 percent said Black Friday (Nov. 25), down from 86 percent in 2010, and 37 percent said Cyber Monday (Nov. 28), up from 33 percent last year.

Black Friday most popular day to shop on Thanksgiving weekend overall

When asked which days they plan to shop over the Thanksgiving weekend (respondents could select as many choices as they liked), 40 percent of consumers said Black Friday (Nov. 25), followed by 39 percent who said Cyber Monday (Nov. 28); 24 percent indicated Saturday (Nov. 26), 15 percent selected Sunday (Nov. 27), and 11 percent said Thanksgiving Day (Nov. 24).

According to Experian Marketing Services, Black Friday is the second biggest day during the holiday season for email transactions trailing only Cyber Monday.  Also, Black Friday received the most traffic among retail sites in 2010 with 170 million total visits to the top 500 retail sites.

Mobile shoppers will buy their gifts on Black Friday

When it comes to mobile shopping, Black Friday will be the number-one day to buy gifts this year. Of the 13 percent of consumers who plan to buy gifts from a mobile device this holiday season, 38 percent said they will do most of their mobile shopping on Black Friday, 34 percent said Cyber Monday, 13 percent said Thanksgiving Day, 10 percent said the Saturday after Black Friday, and 5 percent said the Sunday after Black Friday.

"Shopping from a mobile device will have an impact on Black Friday sales this year, and we suspect that most mobile shoppers are targeting this day to take advantage of how shopping applications and checking prices, coupons and price drops from a mobile phone can aid consumers' experience while they're battling the crowds in brick-and-mortar stores," said Graham Jones, general manager of PriceGrabber. "We expect major retailers to tap into this consumer trend by offering great values for shoppers on Black Friday both online and in stores."

Clothing and consumer electronics are expected to be Black Friday's most popular gifts

According to PriceGrabber's survey, clothing has made a comeback in 2011. Of the 40 percent of consumers who indicated that they will shop on Black Friday (respondents could select as many choices as they liked), 62 percent said that they will purchase clothing as gifts. This was followed by 57 percent who said they will purchase consumer electronics; 50 percent who said they will buy computers, laptops, tablets or related equipment; 48 percent who said they will purchase books, CDs, DVDs or video games; 44 percent who said they will purchase toys; and 31 percent who said they will purchase shoes.

Other items shoppers will purchase this holiday season include jewelry and watches, gift cards, sporting goods, appliances, beauty, cosmetics and spa packages.

To view all of PriceGrabber's holiday shopping press releases, please visit our press room at

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PriceGrabber, a part of Experian, is a leading online shopping site with more than 23 million unique shoppers monthly. At PriceGrabber, savvy shoppers can instantly find and compare millions of unique products and services across 25 categories with more than 11,000 merchants. Compare products side by side to find the right retailers at the best prices within popular categories, such as Digital Cameras, Electronics, Computers, Clothing, Books, TVs and more. PriceGrabber provides shoppers with the right product from the right merchant at the best price anytime, anywhere. Visit us at  

About Experian

Experian® is the leading global information services company, providing data and analytical tools to clients in more than 80 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2011 was US$4.2 billion. Experian employs approximately 15,000 people in 41 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and Sao Paulo, Brazil. 

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Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.

SOURCE PriceGrabber