Survey: 70% of Consumers Plan to Stay Home on Black Friday

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About the very same number of study respondents, 71%, stated they prepared to go shopping online throughout Black Friday and Cyber Monday, claiming much better offers up until then regardless of enormous efforts at early promos and discount rates to pull demand forward in an insane year.

While Amazon declared third-party sales on Prime Day in mid-October struck $3.5 billion over the two days, up 60% from 2019, customers informed CommerceHub they were underwhelmed by the event. Half of them stated they skipped Prime Day this year due to the fact that the offers weren’t enticing enough, and almost 40% said it was too early in the calendar for vacation shopping.

“All year we’ve seen the acceleration of ecommerce, with some of the larger sellers like Home Depot, Lowe’s, Best Buy and Costco up either high double digits or even triple digits (in online sales),” stated Tom Barone, primary earnings officer for CommerceHub.”Retailers attempted extremely hard with their advertising to encourage consumers, don’t wait, purchase now,” Barone stated. There was a generational distinction in terms of customer confidence, CommerceHub discovered.

“All year we’ve seen the velocity of ecommerce, with a few of the larger merchants like Home Depot, Lowe’s, Best Buy and Costco up either high double digits and even triple digits (in online sales),” said Tom Barone, chief income officer for CommerceHub. “So, the idea of people standing in line with masks on, defending a big-screen TV at Walmart, is highly not likely.”

“Retailers tried extremely tough with their advertising to persuade consumers, don’t wait, purchase now,” Barone stated. “I’ve seen a bunch of emails about expecting hold-ups and cutoffs coming early. Out of issue from a shipping viewpoint, they’ve attempted to alter the habits.”

CommerceHub surveyed more than 2,500 consumers in between the ages of 18-74 on Oct. 22 and 23, 2020.

In a definite sign of the times, 83% of 2020 participants told CommerceHub they planned to do more than half of their vacation shopping online, up from 59% in 2019.

As COVID-19 constraints tighten up when again and cases rise, customers will be keeping away from shops in droves on Black Friday, with CommerceHub reporting 70% of its study respondents would not be venturing out for offers the day after Thanksgiving.


There was a generational difference in terms of customer self-confidence, CommerceHub discovered. Fifty-five percent of Gen Z participants stated they planned to invest less this holiday due to financial uncertainty, a figure that increased successively for millennials (60%), Gen X (70%) and boomers (75%).

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