Friday, Jan 28, 2022

Black Friday 2021: What Stores and Gifts were Tops With Shoppers?

Last year, brick-and-mortar holiday shopping was dampened, regrettably and unforgettably, by a global pandemic and widespread concerns among shoppers ..

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Last year, brick-and-mortar holiday shopping was dampened, regrettably and unforgettably, by a global pandemic and widespread concerns among shoppers and governments about the spread of COVID-19. Not to mention millions of event cancellations, too.

However, following the 2021 edition of Black Friday, even a cursory glance at headlines suggests a renewed sense of optimism this year about B&M holiday shopping.

  • Black Friday Brought Shoppers Back to Stores (The Wall Street Journal)
  • Black Friday bounces back from 2020. Shoppers hit stores again (CNN)
  • Holiday retail 2021: In-store shopping is back, though it’s complicated (The Mercury News)

“I think people want to be out,” said Katherine Cullen, senior director of industry and consumer insights for the National Retail Federation. "I think they really missed the store environment" (emphasis added).

But what about the "store environment"? What did it really look like this Black Friday?

For instance...
  • Which brick-and-mortar stores did shoppers visit?
  • How much of their total gift-buying did they do inside stores?
  • What gift category did shoppers spend the most money on?
  • What were the best deals shoppers found?

To get an indication, we turned to our shoppers. 


Back to Stores? Surveying Black Friday Shoppers

On Saturday, November 27, fresh off the heels of yet another Black Friday, we surveyed 2,500 U.S. adults through the Field Agent platform*, including 815 respondents who reported shopping inside stores on Black Friday this year.

*All survey respondents were U.S. adults at least 18 years of age and smartphone owners. The survey was executed through the Field Agent platform, November 27, 2021, with a non-random sample of shoppers. Demos: Gender - Female (76%), Male (24%), Age - 18-29 (19%), 30-39 (37%), 40-49 (25%), 50-59 (14%), 60+ (5%); Household Income - < $35K (22%), $35-49K (15%), $50-74K (22%), $75-99K (17%), $100K+ (24%); Race - Caucasian (72%), Latino/Hispanic (8%), African American (8%), Other (12%).

Our aim: To understand how these respondents shopped in brick-and-mortar stores on one of the biggest shopping days of the year, including questions about the how, where, how much, and what of Black Friday 2021.

Here’s a 7-question quick-fire Q&A offering a fast look at the results:



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By: Field Agent
Title: Black Friday 2021: Which Stores, Gifts Were Tops with Shoppers?
Sourced From: blog.fieldagent.net/black-friday-2021-which-stores-gifts-were-tops-with-shoppers
Published Date: Wed, 01 Dec 2021 20:12:46 GMT

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Did you miss our previous article...
https://bd.business/market-research/comparison-of-generational-happiness-drivers-for-2022