eMarketer: Black Friday enthusiasm high for U.S. internet usersNovember 4, 2016 | By Fluent
Publication date 11/3/2016
US internet users are enthusiastic about holiday shopping, and that includes Thanksgiving Day, Black Friday and Cyber Monday. According to a September 2016 survey from Accenture, over two-thirds of US internet users plan to shop on Black Friday this year, and nearly as many plan to take part in Cyber Monday “festivities.”
While enthusiasm for Thanksgiving Day shopping is lower than for Black Friday or Cyber Monday, nearly 50% of US internet users surveyed still said they planned to shop that day.
Some of Black Friday’s, and, in particular, Cyber Monday’s enthusiasm comes from US millennials, nearly 50% of whom said they would shop for Cyber Monday deals on their smartphones.
A September 2016 survey from Fluent corroborates that data.
Nearly half of US internet users surveyed ages 18 to 44 said they plan to shop on Black Friday; about 45% said the same for Cyber Monday.
When it comes to those ages 45 and older, 32% said they were planning to shop on Black Friday. More said they planned to shop on Cyber Monday—but still far fewer than among the younger set.
Meanwhile, RetailMeNot’s August 2016 survey found that 40% of US internet users ages 25 to 34 planned to make a digital purchase on Black Friday, the highest of any age group surveyed.