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1、U N I T E D S T A T E SExploring the habits and preferences of Black Friday and Cyber Monday shoppers in America.Living consumer intelligence| Black FridayCyber Monday report 2024US Black Friday Cyber Monday report 202421Foreword2Report takeaways3Black Friday and Cyber Monday consumer insights4Who s

2、hopped last year,and which brands won?5MethodologyContentsWith more than a third of Americans taking part in Black Friday and Cyber Monday sales each year,and 20%of Black Friday and Cyber Monday shoppers spending over$500 last year,the retail opportunity remains significant.In this report,we share t

3、he latest shopper insights,explore who Black Friday and Cyber Monday shoppers are,and look back at the 10 buzziest brands from last years mega sale events.”US Black Friday Cyber Monday report 20243Get in touchExplore our solutionsRun a surveyForewordKenton BarelloVice President,YouGov Americahttps:/

4、 Black Friday Cyber Monday report 202441.A tentative year?Following economic headwinds,27%of US Black Friday/Cyber Monday shoppers believe they will spend less during sale events this year than they did in 2023.In comparison,only 9%believe they will spend more than last year.2.Categories of choice:C

5、lothing leads the way as the top purchase category among all US Black Friday/Cyber Monday shoppers.Men are more likely than women to look for technology products,while shoppers aged 35+are more likely to buy gifts than those aged 18-34.Report takeaways3.Main motivators:Perhaps unsurprisingly,the mai

6、n motivator for Black Friday/Cyber Monday spending is discounts and deals(73%).This is followed by the opportunity to shop for Christmas(41%).4.The BFCM price tag:Black Friday/Cyber Monday shoppers spent$325 on average last year in the US.5.Driving awareness:While online shopping websites are the to

7、p awareness driver among all Black Friday/Cyber Monday shoppers,social media drives significant impact among shoppers aged 18-34.25-34Black Friday shopperDog ownerPodcast listener Samsung userUS Black Friday Cyber Monday report 20245insights into what the world thinksExplore our solutionsOur extensi

8、ve,ever-growing source of connected,living data equips you with a rich understanding of your customers complex lives.Understand what 27+million registered panel members in more than 55 markets are thinking,and harness real-time data for smarter,evidence-based decisions with our suite of products.Unp

9、aralleledhttps:/ Black Friday Cyber Monday report 20246Black Friday and Cyber Monday consumer insightsExploring the demographics and behaviors of Americans likely to make purchases during Black Friday or Cyber Monday.More than a third of Americans typically spend during Black Friday and Cyber Monday

10、36%of Americans are likely to make a purchase during Black Friday,while 34%are likely to make a purchase during Cyber Monday.7US Black Friday Cyber Monday report 2024YouGov Surveys,July 12-30,2024.US:n 1,500 Results combine answers:somewhat likely and very likely to make a purchase.36%34%32%15%12%Bl

11、ack FridayCyber MondayAmazon Prime DaySmall BusinessSaturdayLabor DayPercentage of Americans likely to make a purchase during each mega sale event:Get in touchhttps:/ US ranks eighth for Black Friday shopping intent among the 17 markets surveyed,but second for Cyber Monday shopping plans.8Black Frid

12、ay and Cyber Monday sales are now a global phenomenon Black FridayCyber Monday44%43%34%30%32%33%49%41%44%54%36%30%29%15%19%19%23%19%24%21%36%34%AustraliaCanadaFranceGermanyGBIndiaItalySingaporeSpainUAEUSUS Black Friday Cyber Monday report 2024YouGov Surveys,July 12-30,2024.AU,CA,FR,DE,GB,IN,IT,SG,ES

13、,AE,US:n 1,000 Results combine answers:somewhat likely and very likely to make a purchase.Survey results also available for:DK,HK,ID,MX,PL,SEBlack Friday/Cyber Monday shoppers are taking a tentative approach this yearUS Black Friday Cyber Monday report 20249YouGov Surveys,July 12-30,2024.US:n 600 Gr

14、oup:Somewhat likely or very likely to make a purchase during Black Friday or Cyber Monday.27%of US shoppers believe they will spend less than last year.9%36%27%27%More than last yearSame as last yearLess than last yearDont knowHow much will you spend this year during mega sale events,such as Black F

15、riday and Cyber Monday?Clothing and tech products lead the way as top purchase types among shoppers60%of Americans who are likely to make a purchase during Black Friday or Cyber Monday said they usually buy clothing during mega sale events,followed by 54%who buy tech products,and 48%who buy gifts.10

16、US Black Friday Cyber Monday report 2024YouGov Surveys,July 12-30,2024.US:n 600Group:Somewhat likely or very likely to make a purchase during Black Friday or Cyber Monday.4%5%10%12%21%24%27%39%48%54%60%None of the aboveTravel(e.g.,flights,hotels,etc.)Sporting goodsHousehold furnitureToysHousehold ap

17、pliancesCosmetic/beauty productsAccessories(e.g.,shoes,bags,jewelry,etc.)GiftsTech productsClothingWhat do you usually buy during mega sale events such as Black Friday and What do you usually buy during mega sale events such as Black Friday and Cyber Monday?Please mark all that apply.Cyber Monday?Pl

18、ease mark all that apply.Get in touchhttps:/ shoppers are more likely to shop for tech products,while female shoppers are more likely to buy clothingBlack Friday/Cyber Monday shoppers aged 35+are more likely to buy gifts during mega sale events than those aged 18-34.11US Black Friday Cyber Monday re

19、port 2024YouGov Surveys,July 12-30,2024.US:n 100 Question:What do you usually buy during mega sales events such as Black Friday and Cyber Monday?Group:Somewhat likely or very likely to make a purchase during Black Friday or Cyber Monday./:Highlights statistically significant differences between comp

20、arison groupsAt least one child under 18Not a parent or guardian65%ClothingClothing61%51%GiftsTech products 57%50%Tech productsGifts41%38%Toys Accessories(e.g.,shoes,bags,jewelry,etc.)41%37%Accessories(e.g.,shoes,bags,jewelry,etc.)Cosmetic/beauty products29%18-3435+71%Clothing Clothing 54%60%Tech pr

21、oducts Gifts 51%57%Accessories(e.g.,shoes,bags,jewelry,etc.)Tech products 51%40%Gifts Accessories(e.g.,shoes,bags,jewelry,etc.)31%35%Cosmetic/beauty products Household appliances 25%MenWomen65%Tech products Clothing 64%54%Clothing Gifts 57%36%Gifts Tech products 45%35%Accessories(e.g.,shoes,jewelry,

22、etc.)Accessories(e.g.,shoes,jewelry,etc.)43%23%Household appliances Cosmetic/beauty products 40%Get in touchhttps:/ Black Friday Cyber Monday report 202412Nearly two-fifths of Black Friday/Cyber Monday shoppers do most of their holiday shopping during mega sale events.39%of Black Friday and Cyber Mo

23、nday shoppers agree:“I do most of my gift or holiday shopping during mega sale events.”34%of Black Friday and Cyber Monday shoppers agree:“I hold off on making an essential purchase essential purchase in the hopes that it will be available in a mega sale event offer.”31%of Black Friday and Cyber Mon

24、day shoppers agree:“I hold off on making a luxury luxury purchase purchase in the hopes that it will be available in a mega sale event offer.”YouGov Surveys,July 12-30,2024.US:n 600Group:Somewhat likely or very likely to make a purchase during Black Friday or Cyber Monday.13Online channels drive mos

25、t awareness among Black Friday/Cyber Monday shoppersYouGov Surveys,July 12-30,2024.US:n 100Group:Somewhat likely or very likely to make a purchase during Black Friday or Cyber Monday./:Highlights statistically significant differences between comparison groups.US Black Friday Cyber Monday report 2024

26、Social media plays a particularly strong role in driving awareness among those aged 18-34,with 57%stating they are likely to notice mega sale events on this channel,compared to 38%of Americans aged 35+.3%18%27%33%34%39%44%44%47%Pop-up kiosks at the mallFlyers and advertisementsWord of mouthTV advert

27、isementsEmail newslettersRetailer website/appsSocial mediaOnline advertisementsOnline shopping websitesGet in touchWhere are you most likely to notice mega sale events such as Black Friday Where are you most likely to notice mega sale events such as Black Friday and Cyber Monday?and Cyber Monday?18-

28、34Social media 57%Online advertisements 56%Retailer website/apps46%Online shopping websites43%Word of mouth 38%35+Online shopping websites48%Online advertisements 39%Social media 38%TV advertisements 37%Retailer website/apps36%https:/ Black Friday Cyber Monday report 202414A profile deep dive into t

29、hose who have made a purchase during a Black Friday or Cyber Monday sale event in the last 12 months.Profiling last years Black Friday/Cyber Monday shoppers 15Who were last years Black Friday or Cyber Monday shoppers?YouGov Profiles+USA 2024-08-18,n 9,600Group:Made a purchase during Black Friday or

30、Cyber Monday in the last 12 months.US Black Friday Cyber Monday report 20242023 Black Friday/Cyber Monday shoppers are more likely to be aged 18-44 and be middle-income,compared to the general population.Age breakdownIncome group:Household15%25%22%16%21%12%18%16%16%38%18-2425-3435-4445-5455+2023 Bla

31、ck Friday/Cyber Monday shoppersGen pop10%45%35%10%8%36%43%12%Higher income:higherthan 200%of themedianMiddle income:between 75%and 200%of the medianLower income:less than75%of the medianPrefer not to say/Dont know2023 Black Friday/Cyber Monday shoppersGen popStart your audience analysishttps:/ Frida

32、y/Cyber Monday shoppers spent$325 on average last yearYouGov Profiles+USA 2024-08-18,n 9,600Group:Made a purchase during Black Friday or Cyber Monday in the last 12 months.US Black Friday Cyber Monday report 2024Nearly half of 2023 shoppers(47%)spent more than$250,with clothing being the item purcha

33、sed by the most shoppers.How much did you spend on shopping during the last Black Friday/Cyber Monday?Which of the following items did you purchase from stores as part of Black Friday/Cyber Monday shopping in the last 12 months?Please select all that apply.48%31%31%22%19%Clothes/shoesToys and gamesE

34、lectronics(laptop,cellphone etc.)Beauty/cosmeticitemsFood&beverages7%17%28%27%14%6%Less than$50$51-$100$101-$250$250-$500$500-$1000More than$1000Start your audience analysishttps:/ anddealsOpportunity toshop for ChristmasNeed for specificitemsTradition withfamily/friendsFear of missing out17Shoppers

35、 are motivated by discounts and deals,and they plan their spending in advance YouGov Profiles+USA 2024-08-18,n 9,600Group:Made a purchase during Black Friday or Cyber Monday in the last 12 months.US Black Friday Cyber Monday report 202473%of 2023 shoppers say discounts and deals motivate them,follow

36、ed by the opportunity to shop for Christmas(41%).More than 1 in 10 stated the“fear of missing out”(FOMO)as a motivator.66%34%I plan my shopping needs ahead of timeI shop spontaneouslyStart your audience analysisWhich of the following statements best describes your Black Friday/Cyber Monday shopping

37、style?What motivated you to shop during Black Friday/Cyber Monday in the last 12 months?Please select all that apply.https:/ Black Friday Cyber Monday report 202418Ahead of 2024,we look back at the brands that drove the highest buzz during the month of November last year.Which brands generated the m

38、ost buzz during Black Friday/Cyber Monday 2023?19YouGov BrandIndex US,November 2023,ranked based on net buzz score,n 1,800.*Apparel,footwear,accessories and watches.Question:“Over the past two weeks,which of the following brands have you heard something positive/negative about(whether in the news,th

39、rough advertising,or talking to friends and family)?US Black Friday Cyber Monday report 2024RankBrand nameNet buzz score:November 20231Skechers19.12Old Navy15.93Nike15.84Rolex14.45Levis12.66New Balance12.57Adidas12.58Under Armour11.89Victorias Secret11.610The North Face9.8Top performing fashion reta

40、il brands*during Black Friday/Cyber Monday 2023Explore brand trackinghttps:/ BrandIndex US,November 2023,ranked based on net buzz score,n 1,900Question:“Over the past two weeks,which of the following brands have you heard something positive/negative about(whether in the news,through advertising,or t

41、alking to friends and family)?US Black Friday Cyber Monday report 2024RankBrand nameNet buzz score:November 20231Home Depot20.12Costco19.43Lowes18.44Walmart18.35Ace Hardware16.46Best Buy14.37IKEA12.38Target12.09Michaels11.910Sams Club11.5Top performing retail store brands during Black Friday/Cyber M

42、onday 2023Explore brand trackinghttps:/ BrandIndex US,November 2023,ranked based on net buzz score,n 1,650.Question:“Over the past two weeks,which of the following brands have you heard something positive/negative about(whether in the news,through advertising,or talking to friends and family)?US Bla

43、ck Friday Cyber Monday report 2024RankBrand nameNet buzz score:November 20231iPhone23.92Samsung23.13Apple21.34Android17.15Roku16.06LG15.37Apple Watch14.58iPad14.49PlayStation14.310KitchenAid13.1Top performing tech&home electronics brands during Black Friday/Cyber Monday 2023Explore brand trackinghtt

44、ps:/ BrandIndex US,November 2023,ranked based on net buzz score,n 1,400.Question:“Over the past two weeks,which of the following brands have you heard something positive/negative about(whether in the news,through advertising,or talking to friends and family)?US Black Friday Cyber Monday report 2024E

45、xplore brand trackingRankBrand nameNet buzz score:November 20231Dove21.32Olay15.33Vaseline14.44Neutrogena14.05CeraVe14.06Bath&Body Works13.87Aveeno12.08Sephora11.69Gold Bond11.510Head&Shoulders11.3Top performing skincare,hair and cosmetics brands during Black Friday/Cyber Monday 2023https:/ BrandInd

46、ex US,November 2023,ranked based on net buzz score,n 1,500.Question:“Over the past two weeks,which of the following brands have you heard something positive/negative about(whether in the news,through advertising,or talking to friends and family)?US Black Friday Cyber Monday report 2024RankBrand name

47、Net buzz score:November 20231Super Mario Bros.18.32Minecraft10.93The Legend of Zelda8.94Call of Duty8.45Grand Theft Auto7.46Madden NFL7.47FIFA6.98Animal Crossing6.59Roblox6.410Mortal Kombat6.3Top performing video game brands during Black Friday/Cyber Monday 2023Explore brand trackinghttps:/ Black Fr

48、iday Cyber Monday report 202424Build acomplete pictureof your brandExplore brand trackingGain a deep understanding of your brand health and performance against top competitors in your industry with YouGovs brand and campaign tracking solutions.Track key metrics,measure campaign effectiveness,and acc

49、ess real-time insights into what people think,feel,and say about your brand.https:/ Black Friday Cyber Monday report 20242525The Black Friday and Cyber Monday consumer insights in this report were sourced via YouGov Surveys:Serviced providing rapid answers from the right audience.The multi-region su

50、rvey was conducted from July 12-30,2024,with 1,503 US respondents.The profile deep-dive in this report was powered by YouGov Profiles,an ever-growing source of living consumer data,with 2+million data variables from YouGovs 27+million global panelists.Additional data used in this report was accessed

51、 via Profiles+USA on 2024-08-18.MethodologyThe insights in this report have been sourced viaYouGov Surveys:Serviced,YouGov Profiles,and YouGov BrandIndex.The Black Friday and Cyber Monday brand buzz rankings in this report come from YouGovs always-on,syndicated brand tracker,YouGov BrandIndex US.Buz

52、z scores are based on respondents answers to the following question:“Over the past two weeks,which of the following brands have you heard something positive/negative about(whether in the news,through advertising,or talking to friends and family)?”Scores can range from-100 to+100.Net buzz rankings ar

53、e defined by a brands positive buzz score during the month of November 2023 minus its negative buzz score during the month of November 2023.A minimum base size(n)of 300 is required to rank.YouGov,2024,all rights reserved.All materials contained herein are protected by copyright laws.Any storage,repr

54、oduction or distribution of such materials,in whole or in part,in any form without the prior written permission of YouGov is prohibited.This information(including any enclosures and attachments)is propriety and confidential and has been prepared for the exclusive use and benefit of the addressee(s)a

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