Austin, TX, November 18, 2013 — RetailMeNot (www.retailmenot.com), the largest digital coupon destination in the United States, today released results from two holiday shopping surveys conducted with The Omnibus Company (www.omnibus.com) that found that nearly 1 in 2 consumers (47%) feel that the effort of shopping on Black Friday is worth it because of the deep discounts, rather than feeling they can find similar deals on other days of the year.
Additionally, more than 6 in 10 Black Friday shoppers (62%) surveyed indicated that their shopping experience starts on or before Thanksgiving Day, which indicates that many consumers have already began researching products and searching for Black Friday sales.
“With the convenience of online shopping and retailers beginning holiday promotions earlier than ever this year, many people wondered if Black Friday would become obsolete,” says Trae Bodge, senior editor of The Real Deal by RetailMeNot. “Our survey indicates that consumers are still planning to shop on Black Friday to score good deals, and with many retailers opening on Thanksgiving Day, shoppers will now have the opportunity to take advantage of sales even earlier if they choose.”
How Consumers Really Feel About Black Friday
According to the survey, 57% of consumers are excited for Black Friday this year rather than dreading it. And of the respondents who plan to shop on Black Friday, the majority indicated that their favorite part of the day is scoring deals (60%) and the excitement surrounding the day (18%).
Over half of respondents (56%) believe that of all the major winter holiday sale days, Black Friday is the one that provides the most savings, beating out Cyber Monday (19%), Free Shipping Day (12%), Green Monday (4%) and Thanksgiving (9%).
Thanksgiving Day (Black Friday Eve)
When survey respondents were asked how they felt about stores opening on Thanksgiving Day this year, 1 in 5 consumers said it gives people a fun family activity to do on Thanksgiving Day (21%) and that it gives shoppers who have to work on Black Friday the opportunity to still get great deals (20%).
Additionally, more than 1 in 10 consumers surveyed think stores opening on Thanksgiving Day will allow people to get better deals than on Black Friday (13%). They also believe that it sorts out the true deal seekers from everyone else (13%).
Preparing to Save
For more than 6 in 10 Black Friday shoppers surveyed (62%), the shopping experience starts the night before Black Friday or sooner. In fact, on Thanksgiving Day, 64% will use the Internet and 37% will use mobile apps to research, browse and purchase products.
For a good deal on Black Friday, nearly 2 in 5 consumers surveyed (38%) are willing to start shopping at 5 a.m. or earlier. And, more than 1 in 3 (34%) plan to have their holiday shopping finished by Black Friday this year.
Black Friday Shopping Tips
To be sure consumers make the most of both Thanksgiving Day and Black Friday sales, RetailMeNot senior editor Trae Bodge offers these tips:
October Report Methodology:
The October survey was conducted between October 1 and October 8, 2013, among 1,045 U.S. residents ages 18 and over, using an email invitation and an online report. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this particular study, the chances are 95 in 100 that a report result does not vary, plus or minus, by more than 3.0 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample. The margin of error for any subgroups will be slightly higher.
November Report Methodology
The November survey was conducted between October 30 and November 4, 2013, among 1,021 U.S. residents ages 18 and over, using an email invitation and an online report. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this particular study, the chances are 95 in 100 that a report result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample. The margin of error for any subgroups will be slightly higher.
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About RetailMeNot, Inc.
RetailMeNot, Inc. (www.retailmenot.com/corp/) operates the world’s largest digital coupon marketplace. The company's websites enable consumers across the globe seeking to save money to find hundreds of thousands of digital coupons and offers from retailers and brands. RetailMeNot, Inc. experienced more than 500 million visits to its websites in the last 12 months. The RetailMeNot, Inc. portfolio of coupon and deal websites includes www.RetailMeNot.com, the largest digital coupon marketplace in the United States; www.RetailMeNot.ca in Canada; www.VoucherCodes.co.uk, the largest digital coupon marketplace in the United Kingdom; www.Deals.com in Germany; www.Actiepagina.nl, a leading digital coupon site in the Netherlands; Bons-de-Reduction.com and www.Ma-Reduc.com, leading digital coupon sites in France; www.Poulpeo.com, a leading digital coupon site with cash back in France; and www.Deals2Buy.com, a leading discount offer site in North America. RetailMeNot, Inc. went public in July 2013 and is listed on the NASDAQ stock exchange under the ticker symbol "SALE." Investors interested in learning more about the company can visit: http://investor.retailmenot.com/.
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