November 12, 2013, 2:38 PM

More shoppers will head online this Black Friday

More than half of consumers are looking forward to shopping the day after Thanksgiving.

Thad Rueter

Senior Editor

Lead Photo

Black Friday this year promises to be more digital than last year, suggest survey results from Accenture. The management and information technology consulting firm says that 30% of consumers will do most of their day-after-Thanksgiving shopping online this year, up from 25% who said the same in 2012.

Accenture based its findings on an online survey of 500 consumers conducted in September.

A separate survey from the National Retail Federation finds that nearly half of consumers expect to go online to research gift ideas.

Of the respondents to the Accenture survey, 55% said they expect to shop on Black Friday. That compares with 53% last year, 44% in 2011 and 47% in 2010, Accenture says. By comparison, 38% expect to shop on Thanksgiving Day.

Younger consumers will account for much of the holiday shopping enthusiasm around Thanksgiving, Accenture says. 55% of consumers 18 to 24, along with 61% of consumers 25 to 34, plan to shop on Thanksgiving. That compares with 31% of consumers 45 to 59. For Black Friday, 80% of consumers 18 to 24 and 70% of consumers 25 and 34 plan to shop, compared with 51% of consumers 45 to 59.

Other Accenture holiday shopping findings include:

• 68% of consumers say free shipping encourages them to shop online. 58% say the same about online-only discounts.

• 28% cite privacy concerns as discouraging their shopping from mobile devices.

• 28% of consumers who will shop online do so to avoid crowds. 22% like shopping in stores because they want to touch products.

More survey findings, these from the National Retail Federation trade group, shed light on how online consumers will shop for gifts during the holiday shopping season. The retailer trade group says that 47.9% of consumers will seek out holiday gift ideas online. The survey also finds that:

• 36.0% will seek out holiday gift ideas from retailers’ advertising circulars;

• 33.7% will use catalogs;

• 22.2% will use magazines;

• 21.5% will use e-mail marketing messages;

• 14.0% will use Facebook;

• 10.1% will use retailers’ apps;

• 7.2% will use Pinterest.  

The National Retail Federation based its findings on a survey of 6,201 consumers conducted between Nov. 1 and 7.








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