Holiday Survey Reveals Black Friday Still Ranks Highest for Deals on Gifts

Almost 8 in 10 Americans will spend the same or more than last holiday season on gifts, buying the majority from Amazon and Walmart

SAN FRANCISCO — November 19, 2018 — Bospar, the boutique PR firm that puts tech companies on the map, announced today the results of a new Holiday Gift Buying survey. The survey found that Americans will spend the majority of their money shopping for holiday gifts at Amazon (59 percent) and Walmart (58 percent). But will they buy those gifts on Black Friday? According to survey respondents, the answer is “Yes!”

The survey of more than 1,000 U.S. adults ages 18 and up was conducted online by Propeller Insights on behalf of Bospar in November of 2018.

Can we stop saying Black Friday is dead?

While the majority of Americans (75 percent) think early holiday sales diminish the significance of the main holiday sales events, the survey also revealed that more than half (53 percent) still think the best time to find deals on holiday gifts is on Black Friday. This is followed by:

  • Early Black Friday sales — 42 percent
  • Cyber Monday — 38 percent
  • After Christmas sales — 36 percent
  • December sales — 27 percent
  • Free shipping day — 26 percent

“Each year we hear reports that Black Friday is losing its luster,” said Brent Shelton, online shopping expert with Bospar. “But just as this survey reports, our clients in the thick of the holiday spending frenzy report record participation from consumers on Black Friday, year after year.”

Where can all those deals be found?

Many Americans (40 percent) say smartphones are the primary way they’ll shop for holiday gifts this year. Smartphones (57 percent) were also the top means for researching gift ideas. When asked where the best place is to find deals on holiday gifts, Amazon ranks nearly as high as major retailers in-store or online:

  • Major retailers in-store — 47 percent
  • Major retailers online — 47 percent
  • Amazon — 44 percent
  • Black Friday sites — 35 percent
  • Local shops — 32 percent
  • Deal or coupon sites — 30 percent

How will Americans pay for holiday gifts this year?

The majority of Americans (78 percent) plan to spend the same or more than they did last year on holiday gifts. How will they pay for purchases?

  • Credit cards — 39 percent
  • Cash — 37 percent
  • Paypal (or other online payment service) — 14 percent
  • Smartphone wallet app — 4 percent
  • Check — 3 percent
  • Layaway — 3 percent

In addition, more than half of Americans (54 percent) will spend as much or more on non-gifts and purchases for themselves as they will on gifts for others during the holiday sales season.

About Propeller Insights

Propeller Insights is a full-service market research firm based in Los Angeles. Using quantitative and qualitative methodologies to measure and analyze marketplace and consumer opinions, the company works extensively across industries such as travel, brand intelligence, entertainment/media, retail and consumer packaged goods.

About Bospar

Bospar is a boutique tech PR firm featuring a team of highly seasoned professionals who exist to put tech companies on the map. Bospar’s principals include a long-time PR and tech industry guru, a former broadcast TV producer and award-winning media maven, a standout PR agency manager from the corporate side of a leading global law firm, and an experienced executive with both large agency and public company credentials. Bospar’s larger team includes experts in both social and traditional media, as well as financial and analyst relations and public affairs.