Deloitte’s pre-Thanksgiving survey offers a “pulse check” on the market just before the start of the traditional holiday shopping season. This survey was commissioned by Deloitte and conducted online by an independent research company between November 16-17, 2015. It polled a national sample of 1,000 consumers and has a margin of error for the entire sample of plus or minus three percentage points. http://bit.ly/1OWiMnA

1. Embracing retail disruption
2015 pre-Thanksgiving
pulse survey
November 23, 2015

2. 2 Copyright © 2015 Deloitte Development LLC. All rights reserved.
Black Friday is expected to surpass Cyber Monday as the most popular online shopping
day.
More than half (58%) of consumers surveyed have started their holiday gift spending,
and on average have completed 20% of their holiday purchases (compared to 18% in
2014). About half (46%) of these holiday purchases were bought on sale or with a
coupon (up from 41% in 2014).
Over half of respondents (57%) plan on shopping over the Thanksgiving weekend.
Consumers continue to shift their Thanksgiving weekend spending toward online
channels.
Retailer and Deal websites will be the primary information sources for Black Friday
sales.
More than half (51%) of in-store Thanksgiving shoppers will start shopping by 6 pm;
and 62% of Black Friday shoppers will start shopping by 9 am.
Nearly one third (30%) of respondents plan to shop the Saturday after Thanksgiving to
support local businesses.
63% of consumers surveyed disagree with stores being open on Thanksgiving, with
56% feeling more loyal to those who close on Thanksgiving. Additionally, 50% will hold
off purchasing if their preferred store is not open on either Thanksgiving or Black Friday.
Executive summary

3. Spending pulse check

4. 4 Copyright © 2015 Deloitte Development LLC. All rights reserved.
30%
51%
18%
I plan to spend more
I plan to spend the same amount
I plan to spend less
81 percent of respondents expect to spend the same
or more as compared with their spending plans a few
months ago (same as last year)
How do your holiday spending plans compare to just a month or two ago?
+2 vs. 2014
-2 vs. 2014
-2 vs. 2014
Note: Percentages may not add up to 100 due to rounding

5. Shopping timing &
venue plans

6. 6 Copyright © 2015 Deloitte Development LLC. All rights reserved.
14%
44%
35%
19%
10%
Thursday (Thanksgiving Day, November 26)
Friday (Black Friday, November 27)
Saturday (November 28)
Sunday (November 29)
Monday (November 30)
In-store
Black Friday and Saturday will remain the most
popular in-store shopping days
48% in 2014

7. 7 Copyright © 2015 Deloitte Development LLC. All rights reserved.
24%
66%
49%
37%
52%
14%
Thursday (Thanksgiving Day, November 26)
Friday (Black Friday, November 27)
Saturday (November 28)
Sunday (November 29)
Monday (November 30)
None of the above
Online
Black Friday to surpass Cyber Monday as the most
popular online shopping day
51% in 2014
48% in 2014

8. 8 Copyright © 2015 Deloitte Development LLC. All rights reserved.
Consumers continue to shift their Thanksgiving
weekend spending to online channels
Among the 57% planning on shopping over the Thanksgiving weekend, 87% plan to shop online, while 53% plan to
shop in-stores
59%
36%
5%
Online In-store Catalog
What percentage of your spending during the Thanksgiving weekend is expected
to be through the following shopping channels?
(Base: 57% shopping over the Thanksgiving weekend)
+7 vs. 2014
- 9 vs. 2014
+2 vs. 2014

9. 9 Copyright © 2015 Deloitte Development LLC. All rights reserved.
More than half (51%) of Thanksgiving shoppers will
start shopping by 6 pm; and 62% of Black Friday
shoppers will start shopping by 9 am
23%
10%
19%
8%
17%
3%
5%
8%
6%
Earlier than 5 pm
5 pm
6 pm
7 pm
8 pm
9 pm
10 pm
11 pm or later
Unsure
12%
2%
1%
2%
4%
8%
9%
7%
10%
7%
22%
16%
Midnight
1 am
2 am
3 am
4 am
5 am
6 am
7am
8 am
9 am
10 am or later
Unsure
‫‏‬What time do you expect to go to the store on Thanksgiving Day?
‫‏‬(Base: 14% shopping in stores on Thanksgiving Day)
‫‏‬What time do you expect to go to the store on the Friday after Thanksgiving?
‫‏‬(Base: 44% shopping in stores on Thanksgiving Day)

10. Deal perceptions:
When and where

11. 11 Copyright © 2015 Deloitte Development LLC. All rights reserved.
62%
58%
41%
38%
36%
29%
26%
24%
20%
18%
3%
Retailers’‫‏‬websites
Websites dedicated to featuring Black Friday deals
Newspapers
Email
Mailers / flyers
TV or radio commercials
Mobile device (via app or text message)
Social media sites (blogs, discussion groups, or
social networks)
In‫‏‬retailers’‫‏‬stores
Other websites
None‫‏‬of‫‏‬the‫‏‬above;‫‏‬I‫‏‬won’t‫‏‬be‫‏‬looking‫‏‬for‫‏‬…
Retailer and Deal websites will be the primary
information sources for Black Friday sales
Almost half (46%) of shoppers will spend no more than 1 hour researching Black Friday deals;
another 40% expect to spend 1-2 hours researching deals
‫‏‬Percentages based on weekend holiday shopper base

12. Consumer perceptions

13. 13 Copyright © 2015 Deloitte Development LLC. All rights reserved.
Half of consumers find in-store & online deals to be
comparable (up from 45% in 2014); 37% consumers
say‫‏‬Black‫‏‬Friday‫‏‬deals‫‏‬aren’t‫‏‬as‫‏‬good‫‏‬as‫‏‬they‫‏‬were
10%
25%
26%
27%
33%
35%
37%
50%
Black Friday deals are better than they used to be
I’ll‫‏‬likely‫‏‬purchase‫‏‬earlier‫‏‬in‫‏‬the‫‏‬holiday‫‏‬season‫‏‬because‫‏‬of‫‏‬
concerns that merchandise may run out
The best deals of the season are still on Black Friday
I expect retailers will offer better deals online than in the store on
Black Friday
I prefer the early Black Friday promotions that retailers offer
before Thanksgiving versus shopping on Black Friday
I’ll‫‏‬likely‫‏‬purchase‫‏‬later‫‏‬in‫‏‬the‫‏‬holiday‫‏‬season‫‏‬because‫‏‬I‫‏‬
anticipate better promotions
The Black Friday deals are not as good as they used to be
I often find retailers offer comparable deals online and in stores
during the Thanksgiving weekend
Consumer perceptions
+11 vs. 2014
+5 vs.2014
Percent of respondents who agree/ strongly agree

14. Store hour impact on
loyalty & perceptions

15. 15 Copyright © 2015 Deloitte Development LLC. All rights reserved.
7%
14%
29%
50%
56%
63%
I feel more loyal to a retailer that opens its doors on
Thanksgiving Day and allows me to shop
I will make a purchase at a non-preferred retailer on
Thanksgiving to avoid waiting for Black Friday
I feel more loyal to retailers who close on Black Friday
I will hold out to shop at my preferred retailer(s) (even) if
they‫‏‬aren’t‫‏‬open‫‏‬on‫‏‬Thanksgiving‫‏‬Day‫‏‬or‫‏‬Black‫‏‬Friday
I feel more loyal to retailers who close on Thanksgiving
I disagree with stores being open on Thanksgiving
Store hour impact on consumer perceptions & loyalty
A majority (63%) of consumers disagree with stores
being open on Thanksgiving, with 56% feeling more
loyal to those who close on Thanksgiving.

16. 16 Copyright © 2015 Deloitte Development LLC. All rights reserved.
About the survey
This survey was commissioned by Deloitte and
conducted online by an independent research
company between November 16-17, 2015.
It polled a national sample of 1,000 consumers and
has a margin of error for the entire sample of plus
or minus three percentage points.

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other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before
making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte, its affiliates, and related entities shall not be responsible for any loss sustained
by any person who relies on this publication.
Copyright © 2015 Deloitte Development LLC. All rights reserved.
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