Rachel Bashford
Rachel Bashford
Consumer Expert
Download PissedConsumer Black Friday Survey

Consumers are making their lists and doing their research early this year in preparation for the holiday season. Post-pandemic, many thought shoppers would browse and buy mostly online, but data suggests consumers are looking both online and in-store to gain the best deals available. 

In fact, there is some evidence that consumers are being more discretionary this year with their spending, looking to spread costs over time and select more cost-effective options or long-term investment items. 

However, industry predictions are pointing to a holiday retail sales boom of between 3.5% and 4.6% in 2023, compared to 2022. Some of these predictions stretch from October or November time, implying that Black Friday and early sales promotions are going to catch the eye of eager shoppers. 

The extended squeeze on wallets due to rising costs and inflation over the last year may mean that shoppers are searching for that true bargain to give them a boost. Current trends also show that consumers are crossing off gifts before Thanksgiving and even Halloween in a growing trend towards early festive bargain hunting. 

Psychologists often talk about loss-aversion theory in regard to sale shopping. Consumers value loss twice as much as gain, so encouraging shoppers to feel they would lose out by not taking part in a sale event is integral to the promotional process. And businesses rely on advertising companies to achieve this goal. However, it is essential to be careful and well-prepared.

As Michael Podolsky, CEO of PissedConsumer.com, said:

Once a staple of organizing Black Friday shopping plans, print ads now account for only 4.9% of how consumers discover these deals. Instead, shoppers are learning about Black Friday sales mostly via email, online ads, websites, and social media platforms.

Statistics show that younger people are planning to splurge this festive season, with 60% of US Gen Z consumers surveyed intending to increase e-commerce holiday shopping and 44% of millennials suggesting they will do the same. As a data set, this would appear to suggest Black Friday will be a success for many companies this year. 

Why Shop on Black Friday?

A central question to open the PissedConsumer Black Friday survey is what drives people to shop at this time of year, and what might hold some people back from immersing in the Black Friday experience. Compared to the Black Friday survey 2022, 42% of respondents feel that deals are good and true in 2023: this was 65% in 2022.

Fewer people predict they are going to miss the sale this year (9.9%) compared to 15% in 2022, but more shoppers want to carry on the tradition of Black Friday shopping in 2023 with 12.6% planning to shop, in contrast to 6% last year. One survey respondent said their whole family liked to shop on Black Friday because it helps preserve:

Our family tradition and sense of adventure.

These responses may point to a less frenetic shopping experience, and perhaps a more enjoyable one where customers are indulging in the holiday spirit ahead of schedule after a challenging few years. 

Respondents to the survey also expressed why they might not take part in Black Friday, with shopping when they need, being a more dominant reason this year (21.2% compared to 3% in 2022). An important point to note is that the effect of inflation seems to be less of a concern, with 6.3% worried about it this year, down from 8% last year. 

Shoppers also seem to be less anxious about retailers manipulating them in 2023 (15.8%), compared to last year at 24%. A decrease in interest around retailers raising prices is highlighted, with more people absorbed by this last year (16%) than this year (14.4%). 

Black Friday Shopper Spending Plans

PissedConsumer Black Friday survey reveals some interesting spending plans and patterns. When answering a question about how much they spent last year on Black Friday, 9.3% spent over $1000, 18.3% spent between $500-1000 and 37.7% spent between $100-500. 

In comparison, 21% said they spent over $1000 in 2021, highlighting that more people are now shopping, but perhaps spending less per person. This is demonstrated in the data for spending $1-100 with 15.1% spending that much last year, and only 8% investing that amount the year before. 

When it comes to this year, 37.4% of survey respondents said that they were still undecided about how much they plan to spend on Black Friday. This might be because they want to be certain of their disposable income or they could be waiting for enticing bargains to be advertised. 

A shopper who took part in the Black Friday study confirms this, as they said:

I check things out, and if it is a real deal I consider purchasing.

The Black Friday survey 2023 also showed that more people are planning to spend $1-100 (10.3%) compared to 2022 (8%). In addition, fewer shoppers think they will spend $1000+ this year, as 7.3% say this is what they are planning, whereas last year 12% wanted to spend that much ahead of the Black Friday date. 

What Do Black Friday Shoppers Want to Buy?

For many in the industry, it will come as no surprise that electronics come in at number one when shoppers are asked what products they really want to invest in. 

In 2022, 74% of survey respondents commented that they wanted to buy electronic products; however, this year only 25.3% of those answering the survey said they were looking to buy electronic items. 

The second most popular category of planned purchases was clothing, both for 2023 and for last year. In third place, toys and games are still popular products to buy as the festive season gathers pace. 

What Do Black Friday Shoppers Want to Buy

Source: PissedConsumer Black Friday Survey

An interesting point in this year’s data is that 3.1% of shoppers plan to buy jewelry and accessories, in contrast to 33% last year. Uncertainty about what exactly to buy has grown over the last 12 months, with 5.9% not sure about purchases this year, compared to 3% last year.

Brands may take this statistic as a good news story, with everything to play for in terms of capturing consumers’ interest in targeted products before Black Friday. As one survey respondent confirms, letting customers know about great deals that are waiting for them can really reap rewards:

A few key deals are usually available. I do my research.

Nonetheless, one note of caution was evident in the Black Friday survey feedback. When consumers have done the research and selected the product they really like, it’s disappointing when shoppers can’t find that product for the price they want either online or in store. A survey respondent said:

If you're gonna promise an extraordinary event like Black Friday, then live up to it. Make sure you have plenty of products in your store to accommodate every customer.

Where Will Consumers Shop This Black Friday?

A similar amount of shoppers are planning to shop both online and in-store this year as they did last year – around 46%. However, this year, 41.3% of survey respondents said they want to shop just online, up from 38% last year. In-person shopping is down a touch, from 16% to 12.1% this year. 

There are a variety of reasons for these slight changes. Covid-19 is still playing a part in consumer decision making, as this respondent shows:

Don’t like being put [there] with COVID-19 on the rise. People out there are ignorant and don't care if they pass COVID to others.

It appears that consumers like to do their research and spot those bargains ahead of time both online and in-store. A survey respondent commented that they like to:

Check out the sale of what is offered and the price to see if that item is worth it.

Black Friday popular brands

Source: PissedConsumer Black Friday Survey

Ahead of Black Friday, consumers already have their eye on certain brands they want to purchase from. Moreover, 64.3% of survey respondents said they had decided to shop with Amazon, 44.9% at Walmart and 20.7% at Target. As these are instantly recognisable brands for many customers across America, this data is probably expected. 

How Do Shoppers Snap Up Deals?

Finding deals is a major part of Black Friday for a substantial number of consumers. Shoppers shared that when they are starting to think about their potential Black Friday purchases, 25.7% of them discover the right deal in emails, 24.5% use deals found in online ads, 24% grab deals from websites, and 7.8% from social media.

These statistics revealed by the PissedConsumer Black Friday survey suggest that direct marketing deals reaching customers using a range of promotional strategies are proving to be tactically astute since shoppers are making the most of these in the run-up to Black Friday 2023.

Black Friday discounts

Source: PissedConsumer Black Friday Survey

Discounts are another key factor in buying decisions. This year, 35.6% of shoppers in the survey said that they could be persuaded by a 50-70% discount. 29.1% would like 25-50% off the price, and 16.9% felt a 70-90% discount would make them shop this year. 

These figures suggest that more customers are looking for a great product at a reasonable price over huge discounts on items they may not really need. 

Do Online Reviews Influence Black Friday Purchases?

Last year, a staggering 85% of PissedConsumer Black Friday survey responses suggested that shoppers consult online reviews before making a purchase. A similarly high 82% said that a negative review impacts their buying decision, which demonstrates the compelling power of online reviews for both brands and their customers. 

Consumers often choose the review websites they are comfortable with and like to use, with 63.5% choosing Google, 61.9% reading reviews on Amazon, and 20.6% saying they like to read reviews on PissedConsumer.com. 

This year, the Black Friday survey asked if shoppers would write a review after their purchase. Just over half at 50.1% said they would definitely write a review, 13.1% commented they would only leave a review if they had a positive shopping experience and liked the product. 

On the other hand, 12.7% only wanted to write a review if they didn’t like the product or service. There was a small selection of 16.4% who didn’t want to leave reviews at all. 

For potentially more serious reasons related to a product or for direct responses, refunds or replacements, 7.7% only want to speak or complain directly to the company. This could be because they want a speedier resolution to their issues or need support to sort out any problems they are experiencing. 

Get What You Want This Black Friday

How can you achieve the exact products you really want this year, at the perfect prices to suit your budget?

Do the research

Start early, check out the review websites for the products you want to buy. Make a list and shop around to ensure you get the item you’re desperate to invest in, but at the price point that suits you. Undoubtedly, this will help you avoid sales FOMO – you won’t buy products you don’t need in haste. 

Shop at the right time

If you’re uncomfortable with overcrowded stores, then find out when the quiet periods are and head out then. You may also find that being an early bird online will also give you the edge when it comes to snapping up that perfect gift ahead of the holidays. 

Be aware of sales scams and check out official websites or in-store to make sure the deal you want is authentic. 

Bag those discounts

Keep tabs on discounts, deals and coupons that are advertised instore and online to help you get ahead with the best deals. Look at competitors for the bigger products you want to buy, so that you know you’re able to grab the greatest deal right now. 

Survey Methodology

A recent online survey by PissedConsumer.com asked 2970 website users to respond about their Black Friday shopping plans. 

It’s notable that PissedConsumer Black Friday survey respondents live and shop across the globe, with the majority (85.5%) in America, 7.1% from Canada, 5.6% in the United Kingdom, and 1.8% from Australia. 

In terms of demographics, 45.7% of respondents were over the age of 65, and 7.4% aged between 35-44. There was a nearly 50-50 split between men and women respondents.

Legal disclaimers:

1. While every effort has been made to ensure the accuracy of this publication, it is not intended to provide any legal, medical, accounting, investment or any other professional advice as individual cases may vary and should be discussed with a corresponding expert and/or an attorney.

2. All or some image copyright belongs to the original owner(s). No copyright infringement intended.

Leave a Reply for Beverly

Brittany Weaver #12244
My opinion on black Fri or any holiday shopping for that matter has turned people sight away as to why we celebrate holidays. It's been turned into materialistic Mambo jumbo and anxiety pilled time of year , we're people are breaking there bank and going into debt to buy stuff for people who probably would have been happy with a sincere warm hug or something old school style kike something hand written reminding them how much you care and love them and letting them know how important they are to you , but instead people choose to be consumed with ego , material, status over the importance of pure love, good conversation and warm company of someone presence . I have not once in my life shopped black Fri and I'm 38 , it's government ploy to base fear in our lifes to work work work and spend spend spend instead of everyone cheaping in and just enjoying our friends and families good company , not to mention it's imprinting on our kinds what more important , did they get that new iPhone or new PlayStation that just come out but if I were to bet if we asked our kids if they had a choice to get a new toy or go to a park to hang out and play with family I guarantee no kid ever said no to hanging out with family or friends fun and laughter, people are losing sight to what really makes other smile and have joy in life , we need to change everyone's thinking back to what really makes us happy and for me it's sure as hell not some Gucci purse
Eagle #12437
I have to totally agree with yku
Mindee harmon #12475
I agree with every word that your stressing as true from my persecutive, but you said it there at the end. It all in the thinking that we all have found ourselves doing that leads us to the decisions that aren’t what they use to be.
Anonymous #12570
Good job Brittney I’m with you. You should start a movement
Charles Lavery #12247
With the economy and gas prices and America's uncertainty thanks to politics. Now we have threats of Iran terrorists attacks! I shopping from home I'm not gathering in crowded places lick shopping malls and restaurants. I'm staying where I have easy excess to my loaded weapons and battle strategies setup. When people lose respect for any type of danger that's when it strikes. Some may call me scared but call me what you wish. I'd rather die fighting knowing I stood my ground. Than to die from a gun shot to the back running like a scared chicken with no weapon. People can either use common sense and live or die being stupid without common sense. I chose common sense and live to fight another day...
Connie Rucker #12258
I purchased a kobe Brant champion ship leather jacket from a company by the name of film star outfits for my son's birthday on 10/12/23 and they took my money out of my bank account. Never sent the jacket. I went to to my bank and had to file a dispute. And found out they They're are going by an name New Jersey clothing shop. So beware of this so called company. They have no phone service where you can contact them. The only way to contact them is by email and giving them you bank account information.
Karroll #12267
Holloween costum never came. Ordered in lots of time never got them. Never send me anything through UNI UNI.
Rico #12322
Americas middle Dudes Economy.Nixon Ive decided to Jack the Worlds Gold and in the spirit of my decision Rock Paper Scissor Then This Green paper ,This Karate Kid Army Should beat Bruce Lee And All Minerals of the World .So that didnt work.Wall st ,Bankers, Politics Danielson,Car Dealers Drug Phizer Dealers,Real Estate Agent ,Online anything Except Alibaba and its Kids Walmart Amazon.If it aint Art and Sport Creative It comes from the Ground to You
Kimberly Diane Crippen #12325
I tally enjoy Black Friday n wait for it every year. I'm able to make my monet spread n able to get tings especially electronic s if the deals were not so great!
Kimberly Crippen #12326
I hope to hear from u soon. I'd enjoy being a part of this.
Evelyn Burnett #12342
I say a sale on line from Talbot outlet and ordered a pair of slacks which I never received and also a pair of slacks from Chico outlet still waiting after a month so be real careful buying for leading stores outlets on line .
Kimberly beene Whitmore #12350
Can't afford christmas I sure could under trump
Frances Rosa #12401
I think black Friday is a gimmick. People get aggressive and rude. Prices aren't that great. It's very inconvenient to be running around and when you get there, very few products are available. It's just not practical. I don't support these Rush shopping gimmicks.
Rick #12428
I am a Jehovah Witness so we don’t get involved with pagan practices. Christmas was started by Roman emperor, Constantine in the 3rd century. There is no Biblical reference to December 25th. However Jesus told Christians to only celebrate His Death at the Lords Evening Meal. (Do this in remembrance of me). Except for Jesus mother, no one else really knew that Jesus was the Son of God Jehovah until He was Baptized and came out of the water. The Gospels tells us that the sky opened up and the voice of God Jehovah said “this is my Son who I approve.”
Anonymous #12436
Then there are those of us that won't be able to shop at all even on black Friday due to we live on Social Security way below the poverty level because Social Security Disability and the retirement on social security income does not even come close to the current poverty level Social Security income even with the cost of living increases every year at at best 30% below the poverty level and if your single like myself you make around $10 to much to even get snap.You don't even make enough to pay for your medications, so it comes down to food or medication most of the time even with Medicare and getting the off set with state medicade.With today's cost of inflation it is even harder for those of us living on just our social security income, and before any of you say well what about you IRA or your company retirement plan that ended when I got sick and because perently disabled to to my health. So there is no other income for millions of us that have to rely on our social security income and some of us can never return to work and get the allowed $800 a month that we are allowed to make due to our health when we reach the allowed age.So no we won't be shopping on black Friday or any other day to be able to buy gifts for our families.But this groupwould know this if they had surveyed those of on social security, yet we don't matter to most people in America anyways. Most people consider those of living on the social security income we have earned from our years of working a burden on society, when social security is actually an insurance that you have to pay in to from your normal jobs. It is required and it is a guaranteed income when you are at retirement age but the U.S government forgets that it is a requirement to pay that back to us when we retire just like they do when it comes to unemployment benefits in most states.
William Acuna #12438
I know this is one thing about BlackFriday is why people do not want to shop there is because one year they go shopping and they are waiting at the Audio doors that open up bye a person who push the button they all run in and people get push down and they run on top on them .
DVM retired Janusz Weremowiz #12516
I am not buying anything on Black Friday
Felix Gomez #12532
I can't afford to spend any money because of what the democrats have done to our economy and it is hard to just pay bills and heck we have had to cut our groceries down by 40% and watch what we buy. Unless someone hits the lottery which we do not play.
Karen #12534
I have always focused my giftgiving for immediate family and close friends and I generally speaking anyone outside of my immediate family like my mother from my father, my brother, my sister, son, etc. they get gift cards usually 50 bucks but I I don’t have the finances to be able to buy everybody something And so far I’ve had no complaints
Jacob Bondt #12559
Black Friday is nothing but false misleading ads . These stores give deals but all this products are used products returned . Don’t waste you’re money on all this hype all they do is rip you off
Evelyn #12575
I am glad people can always enjoy finding things they need cheaper It for sure helps them out
Cindy #12596
My experience with Home Depot was most unpleasant. I purchased a washer and dryer from Home Depot. They delivered them in a timely manner; yet they delivered the wrong electrical connection. They left without notifying us that they delivered the wrong electrical connection. After 2 hours of being sent to different departments; we were told that they would not correct the electrical plug wit the correct plug. To no avail, I did speak to one professional customer service representative. After all was said and done the problem was not rectified. Not only did they refuse to fix the problem they said that they would do nothing to resolve this as a professional customer service representative. So disappointed and frustrated . I am left with no resolve. Never have I been so disappointed in a company as I was today.
Cindy #12597
Thank you.