Nearly One-Third of U.S. Adults Think Black Friday Sales Start Too Early, Finds New CouponCabin Survey

--More Than One-Quarter are Stressed About the Crowds, Competition and Pressure to Get Deals--

-- Black Friday Shoppers Share Their Most Outrageous Shopping Stories --

Nov 14, 2012, 07:00 ET from

WHITING, Ind., Nov. 14, 2012 /PRNewswire/ -- Does Black Friday have its own unique "holiday creep," meaning that it's starting earlier and earlier? According to a new survey, some Americans think the annual shopping event starts too soon. Nearly one-third (31 percent) of U.S. adults think Black Friday starts too early now compared to past years, as many stores open their doors to shoppers Thursday, and in some cases, even Wednesday, night. This survey was conducted online nationwide by Harris Interactive on behalf of from October 26th – 30th, 2012 among 2,231 U.S. adults aged 18 and older.

With Black Friday starting sooner each year, it's bound to contribute to the overall stressful nature of one of the busiest shopping days of the year. In fact, many U.S. adults report that a variety of factors make Black Friday a nerve-wracking holiday. When asked which of the following stressed them out about Black Friday, U.S. adults said the following:

  • The thought of that many people in one store is scary – 34 percent
  • The item I want might be out of stock before I can purchase it – 28 percent
  • The competition among other shoppers for deals – 26 percent
  • There are so many deals it's overwhelming – 16 percent
  • Other – 8 percent

Even with the possibility of a stressful situation, many will still check out the sales on Black Friday this year. Two-in-five (40 percent) U.S. adults plan to shop either online or in-store this Black Friday. On the flip side, 60 percent said they aren't sure or don't plan to shop on Black Friday. Some shop the sale every year, as 16 percent said it's a tradition in their family.

"Even though some people will avoid Black Friday this year, others who embrace it are likely to find huge discounts on a variety of items," said Jackie Warrick, President and Chief Savings Officer at "If you're one of the shoppers seeking deals this year, make sure to do your research ahead of time, plan your shopping strategy and check out the offers online before you make your buying decisions."

Some shoppers anticipate buying more on Black Friday this year than in years past. In fact, more than one-in-five (21 percent) of those who plan to shop in stores or online on Black Friday plan to spend more this year than they did last year. Fifty-two percent plan to spend the same amount, while 18 percent plan to spend less.

Regardless of how much they'll spend overall, getting the top deals on Black Friday is a priority for many. Sometimes, though, that can lead to some unusual situations. When asked what their most outrageous Black Friday shopping experiences were, a random sampling of U.S. adults said the following:

  • Saw a guy walk out of the store hauling 25 buckets of cat litter.
  • Got shut out of a store because the fire marshal arrived.
  • I almost got run over by an older woman in a motorized wheelchair.
  • I sat on the floor of the store from 3 a.m. until 7 a.m. to get a laptop.
  • I stood in what I thought was a checkout line for two hours. Then I found out the line wasn't even leading to a register.
  • I saw someone buy ten toasters.
  • We were in line to pay when the computers went down and they couldn't take credit cards. Then, we all took shifts saving each other's places in line while we raced to ATMs down the street to get cash.
  • I was pushed into a skid of DVD players and ended up with a concussion.
  • My aunt drove all the way from Duluth, Minn., to Superior, Wis. to get a deal on undershirts.
  • I had to park a mile away and walk to the store.
  • Waited in traffic for two hours just to get into the parking lot.
  • A woman tried cutting in my line because she said she had left her oven on at home and had to get home quickly to shut it off. She was sent to the back of the line.

Survey Methodology:
This survey was conducted online within the United States by Harris Interactive on behalf of Coupon Cabin from October 26th – 30th, 2012 among 2,231 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Allison Kaplan,

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