Survey: More Consumers Favor Black Friday Store Shopping

More consumers in the U.S. said they intend to go into physical stores on Black Friday this year than in 2018, at 39%, up two points from the results in the same survey conducted last year from Genesys, which provides omnichannel customer experience and contact center services.

Still, 61% of U.S. consumers do not plan to go into physical stores this year on Black Friday, Genesys reported. A third of respondents said they simply “never” go. And 28% of shoppers claimed they used to go shopping on Black Friday but have stopped.

The three main reasons consumers cite for not planning to visit physical stores on Black Friday 2019 are: The stores are too busy, at 37%; online shopping is easier, at 27%; the price reductions are not worth the inconvenience, at 25%.

In the survey, more men, at 45%, said they were interested in brick-and-mortar Black Friday shopping than did women, at 33%, representing the same gender split as was the case in last year’s survey. A substantive proportion of respondents aged 18 to 24, at 44%; 35 to 44, at 47%; and 45 to 54, at 46%, said they plan to go into physical stores this Black Friday, a higher proportion year over year. Consumers aged 25 to 34 are the largest age group planning to go into physical stores, at 51%, but their intention represents a decline from 60% in the 2018 survey.

More consumers in the West, at 47%, said they plan to go into physical stores this Black Friday versus in the Northeast, at 33%. Both Northeasterners and consumers age 25 to 34 tend to favor online Black Friday shopping more than do consumers on average.