Ebates Holiday Survey: Most Americans Plan to Shop on Black Friday

SAN FRANCISCONovember 2017—Black Friday shopping is more popular than ever, with more than three-quarters (79 percent) of Americans saying that they plan to spend the day after Thanksgiving buying gifts. Additionally, almost half (44 percent) revealed that they plan to camp out to get the best deals on laptops (22 percent), TVs (21 percent) and housewares (20 percent).
The national survey was fielded among 1,034 adults and 507 teens by Propeller Insights on behalf of Ebates, a leader and pioneer in cash back shopping and subsidiary of the global internet services company Rakuten.
Top Black Friday purchases
Adults and teens agree that clothing is the number one item they plan to buy on Black Friday (39 percent for adults and 49 percent for teens). Women will buy more clothing than men, with 51 percent of adult women choosing clothing as the number one item they’ll buy on Black Friday and 61 percent of teen girls also choosing it. Only 27 percent of adult men and 33 percent of teen boys chose clothing.
Other popular Black Friday purchases include:
Which item are you planning to purchase on Black Friday?
Percent of adults who said this
Percent of teens who said this
  1. TV
33 percent
21 percent
  1. Toys
30 percent
21 percent
  1. Laptops
32 percent
38 percent
  1. Smartphone
28 percent
32 percent
Turkey, cranberry sauce and a mobile phone
The majority of Americans plan to begin their Black Friday shopping online after Thanksgiving dinner (22 percent), and one in five will shop immediately after dinner (18 percent). Some even admit to shopping on their mobile phones during Thanksgiving dinner (11 percent). Black Friday is also the day the many Americans begin their shopping (23 percent).
When it comes to where they plan to shop, Americans will shop both online and in-store (36 percent). However, a quarter of Americans will shop solely online (25 percent), and another 20 percent will only shop in-store.
What will the buy online versus in store? While it might seem that TV and electronics would be the in-store choices and clothing would be a good option for online shopping, Americans reveal that clothing is the number one choice for both online and in-store shopping. Laptops and TVs ranked fourth and fifth for both online and in-store purchases.
Additionally, almost half of Americans admit that their holidays would be easier if they participated in more online or mobile shopping (40 percent), started their shopping earlier (35 percent, or shopped online during Thanksgiving and Black Friday (35 percent).
“Black Friday has become the number one holiday shopping day in the US, and it’s also the day that Americans start their holiday shopping experience,” said Amit Patel, CEO of Ebates. “The special cash back deals at Ebates.com and our app makes it easy to spend time with family while also browsing the best deals. With more than 2,000 retailers offering cash back, consumers can get the best prices on clothing, shoes and electronics, and compare prices while they’re browsing. For those wanting to shop in stores, Ebates’ instore cash back program is a great way to save and stretch the holiday budget.”
From now through Christmas, shoppers can receive up to double cash back on select retailers via Ebates. For more details on specific retailers participating in the special offer, visit Ebates.com. Shoppers can also download the free Ebates.com app at Google Play and the AppStore.
About Ebates
Ebates.com rewards members with cash back on purchases while also providing access to thousands of coupons, discounts, promotions and special deals, including free shipping. Free membership allows consumers to shop online at over 2,000 of their favorite top-name retailers while earning a percentage of every purchase they make. To date, Ebates members have earned nearly $1 billion, paid out quarterly in the form of a “Big Fat Check” or via PayPal. Because shopping with Ebates is hassle-free—no rebate forms to fill out and no points or miles to redeem—the site supports a strong community of savvy shoppers across the country and around the world. Founded in 1998 and acquired by Rakuten, Inc. in 2014, Ebates is headquartered in San Francisco.
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