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Consumers Think Black Friday Comes Too Early

Meredith Schwartz, GDA Staff -- Gifts & Dec, November 20, 2012

WHITING, IN - Holiday shopping starts too early for some consumers, according to a recent survey by CouponCabin.

The survey found that a third (31 percent) of U.S. consumers feel that holiday shopping is starting too soon, with many stores opening their doors to shoppers Thursday—and even Wednesday—night before Thanksgiving. Other respondents said that Black Friday is stressful. For 34 percent of those surveyed, the thought of that many people in one store is scary; 28 percent reported that the idea of the item that they may want being out of stock before they can purchase it can be nerve wracking; the competition among other shoppers for deals stressed out 26 percent; and being overwhelmed by all the deals got 16 percent of those surveyed stressed out. (Eight percent had other reasons for Black Friday stress.)

Yet, despite the stress of shopping, many consumers will still check out the sales on Black Friday. Two-in-five (40 percent) adults plan to shop either online or in-store this Black Friday, while 60 percent said they aren't sure or don't plan to shop, and 16 percent said it's a family tradition to shop on Black Friday. 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, 52 percent plan to spend the same amount, and 18 percent plan to spend less.

"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 CEO, "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."

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