Share of U.S. consumers shopping on Black Friday 2015-2019

Thirty six percent of surveyed U.S. consumers planned to do most of their holiday shopping on Black Friday in 2019. This is a significant decrease compared to 2015, when some 60 percent of respondents were planning to do the majority of their shopping during that time.

Reasons for not going

Not all consumers in the United States are excited about Black Friday: in 2019, the most common reason for not going to physical stores during the Black Friday period, was the fact that stores are simply too busy. Many consumers that were not willing to go also stated that online shopping was easier.

Impulse purchases and budget

During Black Friday, many products are at a reduced price and, as a result, bought on impulse. In 2018, impulse purchases in the United States were made most frequently for clothing, footwear, and consumer electronics. When asked how much consumers were likely to spend during that year’s Black Friday, compared to the previous year, almost half of U.S. consumers stated they were likely to spend the same amount.

Share of consumers who plan to do most of their shopping on Black Friday in the United States from 2015 to 2019*

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Release date



United States

Survey time period

October 2019

Number of respondents

2,017 respondents

Supplementary notes

*Figures represent respondents who selected Black Friday as the day of ‘Black Friday’ week when they plan to do the majority of their holiday shopping.

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