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Black Friday shunned for Cyber Monday

News, 30 October 2015

FARMINGTON HILLS, MI: A significantly higher proportion of US consumers (57%) plan to shop on Cyber Monday, the Monday after Thanksgiving, rather than make purchases on Black Friday (35%), a new survey has revealed.

After polling around 1,000 US consumers about their holiday shopping intentions, research firm Morpace also found just 23% of those planning to shop on Black Friday will visit retail locations while another 55% will shop both in-store and online.

Kirk Baetens, vice-president and leader of the Morpace retail & consumer goods practice, said there could be many reasons for the development, but he pointed to the appeal of online promotions over Black Friday "doorbuster" deals.

However, despite the draw of convenient online shopping, he still expected retailers would be able to reach those consumers who intend to shop on Black Friday, which takes place on November 27 this year.

"Consumers are looking more for convenient ways to shop, and mobile or tablet use will continue to increase," he said. "Yet there is still that group of consumers who plan to brave the stores on Black Friday, and those who are always going to be procrastinators.

"The key is identifying how to reach different consumer segments in an effective way and understanding channel demand during this busy season."

Taken together, the survey also revealed that three-quarters (75%) of holiday shoppers plan to buy online with 87% planning to use Amazon.

And more than half (54%) of men plan to begin shopping one to four weeks before the holiday compared with only 38% of women.

The survey results were released amid other signs that the lure of Black Friday may be waning for consumers and some retailers alike.

In an unprecedented move, outdoor retailer REI announced that all of its 143 stores will close this Black Friday and that would include even its online operations.

The Seattle-based company, the largest consumer co-op in the US, has also launched a social media campaign urging people to spend their time outdoors instead of going to the shops.

Data sourced from Morpace, USA Today; additional content by Warc staff