U.S. consumers who regret past Black Friday purchases 2023

A survey probing Black Friday shopping intentions and opinions of U.S. consumers found that Gen Z was the generation that regretted their past Black Friday purchases the most, with 60 percent of respondents. Generally, respondents across all age groups were found to regret having made purchases during Black Friday sales, with the exception of baby boomers.

Share of consumers who regret their past Black Friday purchases in the United States in 2023, by generation

Characteristic	Yes	No
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Release date

October 2023

More information

Region

United States

Survey time period

October 11 to October 30, 2023

Number of respondents

2,033 respondents

Age group

18 years and older

Method of interview

Online survey

Supplementary notes

This question was phrased by the source as follows: "Have you ever bought something on sale that you later regretted?"

The source notes that the survey was conducted using an online Google survey and "Qualtrics/SAP as part of its upcoming Consumer Confidence Tracker and used a trim mean function to remove outliers from the dataset."

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