Los Angeles – A majority of shoppers believe they will get the
best deals of the holiday season on Black Friday, a new survey shows, although
only slightly more than half said they are motivated by price.
In a poll of 1,839 online shoppers by comparison shopping site PriceGrabber,
61 percent believe Thanksgiving weekend has the best shopping deals compared
with the rest of the holiday period.
Of those, 86 percent believe the best deals are to be found on
Black Friday, while only 33 percent of the online shoppers expect the lowest
prices to be offered on so-called Cyber Monday.
The Saturday following Black Friday came in a distant third, with
only 17 percent of the group anticipating the lowest sales of the season.
Not surprisingly, 68 percent of respondents will make purchases
over Thanksgiving weekend, with 43 percent planning to shop on Black Friday.
Thirty-seven percent plan to shop on Cyber Monday, and 25 percent plan to shop
on the Saturday after Black Friday, the survey showed.
Interestingly, only 56 percent of those planning to shop on Black
Friday cited getting the best prices as one of the reasons. Twenty-seven percent
said that Black Friday shopping is a tradition with family and friends, and
cited that as another reason they shop the day after Thanksgiving.
PriceGrabber commissioned the survey to determine if consumers
consider retailers’ Black Friday sales events marketing hype or a genuine
opportunity to purchase products at a significant savings.
The survey also
showed that 36 percent of consumers plan to use their mobile phones for
shopping-related activities this holiday season. Of this 36 percent, 32 percent
plan to shop from their mobile phones on Black Friday. Sixteen percent plan to
shop from their mobile phones on Cyber Monday, and 10 percent will shop from
their mobile devices on Thanksgiving Day.
Of the 36 percent of shoppers who plan to shop from their mobile
phones this holiday season, 28 percent said they plan to purchase phone content
such as ringtones, apps, music and video clips, 24 percent plan to purchase
clothing, and 23 percent plan to purchase consumer electronics and books. Computers,
laptops and other related IT equipment will be purchased from mobile phones by
21 percent of shoppers, respondents indicated.
“Mobile phones will play a vital role in Black Friday shopping
this year,” said PriceGrabber president Laura Conrad. “We expect to see
consumers comparing prices, searching for coupons and making purchases from
their mobile phones while shopping from their homes and in brick-and-mortar
stores on Black Friday.”
Conrad said mobile shoppers will likely also “arm themselves” for
Black Friday shopping with comparison shopping applications, including
PriceGrabber’s own apps for the iPhone/iPad and Android platforms. “The
most successful Black Friday retailers will be those that demonstrate the most
value to consumers, not just in their own store but when compared with other
brick-and-mortar and online retailers,” she said.