Holiday Online Shopping & Black Friday Trends

November 19, 2020

The 22nd wave of the ongoing study by AMC Global (an international custom market research firm specializing in launch strategies and brand tracking) and OpinionRoute (a leader in insights process management) was released today. The consumer behavior research showed that while holiday spending remains similar to last year, many people will shift their shopping tactics away from brick and mortar stores. Black Friday will see significant online shopping, with many planning to get their holiday shopping done earlier in 2020.

New results will now be released every other Thursday based on the previous week’s polling of U.S.-based general population of primary purchasers age 21+. 

Key findings for the week of November 16: 

  • Consumers predict their average spend on gift giving will remain relatively steady, reporting a spend of $731 in 2020 compared to $775 in 2019.
  • Consumer spending will shift more toward online shopping, with 36% predicting Amazon online purchasing compared to 29% last year. Only 9% predict purchasing gifts at in-person, independent shops, compared to 13% last year.
  • Sixty-nine percent of respondents are planning on shopping on Black Friday—with 71% shopping online only, 3% shopping in-store only, and 26% shopping both online and in-store that day.
  • Thirty-four percent are planning on completing their holiday shopping earlier in 2020, with 11% planning on shopping later.

A complete representation of the U.S. holiday online shopping behavior data can be found here. New results and findings will be released on December 3. The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior during the pandemic.

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