Slightly more people will shop on Black Friday this year than last, according to a new Maritz Holiday Shopping Poll. Forty-one percent of respondents told Maritz they plan to shop this year on the day after Thanksgiving, compared with 37 percent last year.
Forty-two percent said no to shopping on Black Friday, and another 17 percent said maybe they will and maybe they won’t.
Good news for retailers is that the average Black Friday shopper plans to spend 45 percent of her total holiday budget on Nov. 28.
The categories that most interest shoppers are clothes (23 percent) and electronics (17 percent).
More news from the survey:
- Shoppers plan to spend, on average, $546 this year, a 14-percent decline from the $637 projected in the 2007 Maritz survey.
- Men plan to spend an average of $518 this year, a 19-percent decline from the $642 they spent in 2007.
- Gen X shoppers will spend the most ($607) this year, and Silent Generation shoppers anticipate spending the least ($489).
- People with incomes in the $75,000 to $100,000 range report the biggest change in spending compared with 2007. This year, people in this group predict an average 41-percent decrease in spending ($678 compared with $1,152 in 2007).
Shoppers this year will be spending less and be more deal sensitive than ever, said Tom Krause, director of strategic consulting for Maritz Research Retail Group. Regarding Black Friday, Krause suggested that retailers help their shoppers feel savvy by having the product available, easy to find and at the deep discount shoppers will be desperately seeking.
Maritz is a St. Louis-based sales and marketing services company.