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11/08/2022
RL Pro Exclusive

How Consumers Will Shop Black Friday 2022

Elizabeth Christenson
Editor, Retail Leader Pro
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ProTip: Black Friday has woven its way into American culture — and while the day and the holiday season in general have transformed since the start of this century, the day still carries a shopping nostalgia for many consumers. We are entering a new era in the retail industry, and while it is still to be determined how the consumer will come out on Black Friday in a post-pandemic world, the comfort and joy of holiday shopping still brighten many spirits, which may signal a return of the Friday tradition of years past. (Click here to jump to the full RL Pro Analyst Take below.)

More Americans miss the chaos of in-person Black Friday shopping, and twice as many consider it a tradition compared to consumers from the United Kingdom or Australia, according to a new study by UserTesting and conducted by OnePoll. Despite inflation, nearly one-third of U.S. consumers expect to spend more money on Black Friday and Cyber Monday in 2022 than in previous years.

The survey also revealed that: 

  • 63% of U.S. consumers consider in-store Black Friday shopping a tradition.
  • 2 in 5 Americans miss the chaos of in-person Black Friday shopping.
  • 42% said in-store Black Friday shopping holds more importance for them than it did before the pandemic.
  • 95% plan to participate in Black Friday and Cyber Monday events for 2022, with one-third planning to shop both online and in-store.
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