2013 Thanksgiving Black Friday Survey
The 2013 Thanksgiving Black Friday Survey was conducted in the first week of November with the purpose of informing how consumers plan to shop on and around the Thanksgiving holiday. Some of the many questions answered by this survey include:
- Where do consumers intend to shop (e.g., online vs. brick-and-mortar stores)?
- When do they intend to begin shopping?
- Do they intend to spend more or less this year than they did last year?
The respondents were drawn from an online sample of 1020 U.S. consumers. The sample was slightly more male (63.4%) than female (36.6%), with a median income of $39,853. About half of respondents (54.7%) live in a suburban area and a majority of them (78.9%) are white. The median age for the respondents was 27 years old.
WHAT DO CONSUMERS PLAN TO BUY?
We were interested in understanding what consumers plan to buy at Thanksgiving holiday sales. A common belief is that this is the time to buy big ticket items, and particularly electronics. Would this be evident in consumers’ plans? We provided a list of 10 different categories (the chart on the following page shows nine of these) and asked the respondents to select the categories in which they plan to make a purchase.
WHO WILL THEY BUY FOR?
People can take advantage of sales to buy things for themselves or for others. An interesting question is whether people use Thanksgiving sales to kick start their holiday shopping or if they simply use them to indulge themselves. We asked respondents which categories they were planning to purchase for themselves, versus other people.
Thanksgiving dinner is at the core of the holiday, which raises several interesting questions around food and social interactions. The survey sought to illuminate some of the questions by asking respondents about the food they plan to purchase, the activities they plan to engage in, and the concerns they have about the holiday.
WHAT CONCERNS DO PEOPLE HAVE ABOUT THANKSGIVING?
In addition to what’s on the table, Thanksgiving is also defined by who is at the table. This is the time when families and friends get together. For some, the holiday can be a source for stress. As such, we wanted to understand what people were concerned about. We presented those in the sample with a list of common stressors and asked them to select all the ones that they are concerned about.
WHAT ARE CONSUMERS PLANNING FOR THANKSGIVING DINNER?
Thanksgiving and turkey go together like baseball and hotdogs…or do they? We wanted to know, so we asked people some questions about what they plan to eat on Thanksgiving.
Next, we wondered if consumers had any specific requirements for the meat they serve. We gave respondents a list of factors that are commonly associated with meat products (e.g., organic, free-range, free of antibiotics, etc.), and asked them to check the ones that they would be considering.
WHAT ARE CONSUMERS PLANNING TO DO AFTER THE BIG MEAL?
After the food has been eaten and the plates cleared away, what will people be doing? We asked respondents to select as many of options as they liked from five different activities.