Tech and Clothing Expected to Top Black Friday Purchases for the Thanksgiving Weekend, According to CEA Pre-Black Friday Survey
Sixty-one percent of U.S. adults plan to shop during the Thanksgiving weekend
Arlington, Va., November 26, 2013 - New data released today by the Consumer Electronics Association (CEA)® found that 61 percent of U.S. adults plan to shop during the Thanksgiving holiday, the biggest shopping weekend of the year. CEA's Pre-Black Friday Survey also found that 31 percent of shoppers plan to buy consumer electronics (CE) products this weekend. Among those planning to purchase electronics, most expect to buy a tablet computer (30 percent) followed closely by laptop computers (29 percent), video game consoles (29 percent) and televisions (22 percent).
"Buying tech during Black Friday has become the new Thanksgiving weekend tradition," said Shawn DuBravac, CEA's chief economist and senior director of research. "Tech is vying to surpass other popular product categories, such as clothing, this holiday shopping weekend. New product announcements in gaming, computing and mobile devices, coupled with generally improving economic conditions, are driving consumer excitement to get out and shop."
CEA's study found that Black Friday is expected to be the busiest shopping day of the weekend. Overall, the highest percentage (37 percent) of U.S. adults plan to shop this Friday, with Small Business Saturday (35 percent) and Cyber Monday (26 percent) as the next most popular shopping days of the weekend.
The fewest number of individuals (13 percent) plan to shop on Thanksgiving Day this year, on par with 2012. Coincidentally, half of consumers indicate they think retailers are opening stores too early on Thanksgiving (54 percent), with 36 percent who don't think retailers are opening too early.
Americans plan to spend $258 on average this weekend, 18 percent higher than expectations heading into the 2012 Thanksgiving weekend.
While mobile connected devices will be among the most wanted gifts this holiday season, shoppers also plan to use these devices and others to help them research sales and discounts. Overall, 67 percent of U.S. adults will use an CE device to help them shop this weekend. Consumers plan to use laptops (38 percent) to learn about sales and discounts followed by smartphones (34 percent), desktops (31 percent) and tablets (21 percent). Thirty-seven percent of U.S. adults will use their CE device to make online purchases either by website or app, up ten percentage points from last year.
When deciding where to purchase CE products this weekend, consumers overwhelmingly indicated price was the more important consideration (69 percent) over ease of shopping (19 percent) while 11 percent indicated both are equally important.
Here are some tips consumers should keep in mind as they head to the stores or go online to shop this holiday weekend, according to DuBravac:
· Think outside the box. Try Bluetooth-enabled speakers, hybrid computers (that also convert into tablets) or wearable technology such as body monitors.
· Download the app. The 2013 holiday shopping season is the mobile-infused year. Consumers will use mobile connected devices to help them research and learn about discounts. Additionally, a growing number of retailers will push out special deals through their apps. There are several helpful deal aggregator apps to help you keep all of your sales and promotions in one place.
· Don't stress over getting the best deal. This year, retailers have put in place more lenient price matching guarantees and return policies so you aren't locked into your purchase.
· Start today: While the Black Friday shopping weekend will officially kick off on Thursday, many retailers are starting promotions early and some are even extending Black Friday pricing promotions over the entire week.
· It's not just about the deals. The Thanksgiving shopping weekend is about the experience. Grab your friends and family as you head out, or stay in, to shop for your loved ones.
CEA plans to release results from its Post Black Friday Survey on Saturday, November 30, the day after Black Friday. CEA's Shawn DuBravac will also host a media call on Sunday, December 1 at Noon ET/9 a.m. PT. To participate in that call, please dial 888-205-5513 and use participant code: 344657. On the call, DuBravac will discuss highlights from Black Friday, including how much money consumers spent, what they purchased and where they shopped. For more information, contact Danielle Cassagnol at dcassagnol@CE.org. CEA will also host a webinar on Monday, December 2, at 2 p.m. ET/11 a.m. PT. Visit CE.org to register.
CEA's Pre-Black Friday Survey was designed and formulated by the Consumer Electronics Association. It represents the findings of a quantitative study administered via telephone interview between November 21 and 24, 2013 to two national probability samples, which, when combined, consists of 1,002 U.S. adults. 652 interviews were conducted by landline phone, and 350 interviews were conducted by cell phone. The margin of sampling error at 95 percent confidence for aggregate results is +/- 3.1 percent. Please cite any information to the Consumer Electronics Association (CEA)®.
The Consumer Electronics Association (CEA) is the technology trade association representing the $203 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships. CEA also owns and produces the International CES - The Global Stage for Innovation. All profits from CES are reinvested into CEA's industry services. Find CEA online at www.CE.org, www.DeclareInnovation.com and through social media.