Digital Marketing

Black Friday, Cyber Monday Snapshot Survey

digital marketing

A Colling Media Snapshot Survey reveals 75% of adults say they intend to buy some of their Holiday gifts in-person this year, perhaps pointing to COVID-19 fatigue. 91% of adults say they plan to buy some of their Holiday gifts online.

The survey, conducted November 17, 2021, surveyed 500 adults 18+ from throughout the United States. The purpose of the study was to reveal the timing of purchases, how the different demographics will make purchases, and what percentage of the purchase will be in-person and online.

Top-level findings of Colling Media 2021 Black Friday, Cyber Monday Snapshot survey:

  • 34% of adults plan to shop in person on Black Friday
  • 51.7% of young adults (18-30) intend to shop in-person on Black Friday
  • 18% of seniors intend to shop in-person on Black Friday
  • 33% of parents with children under 18 intend to shop in person on Black Friday
  • 91% of adults say they intend to buy some of their Holiday gifts online
  • 20% of adults under 45 intend to do the majority of their holiday shopping on Cyber Monday
  • 9% of adults over 45 intend to do the majority of their holiday shopping on Cyber Monday

“We see clear trends toward online shopping, which have only accelerated in recent years, that show an interesting contrast with obvious COVID impacts,” said Colling Media CEO Brian Colling. “It will be exciting to see which of these trends, if any, reverse course as consumers adapt in the years to come.”

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