46% of consumers say they will shop online on Cyber Monday.
While many U.S. retailers consider Black Friday the unofficial start of the critical holiday selling season, just-released results from Nielsen’s Holiday Spending Forecast study indicate that 85% of consumers this year plan on skipping the stores on Black Friday, a term used for the day after Thanksgiving.
However, nearly half of consumers (46%) say they will shop online this Cyber Monday. Cyber Monday is the increasingly common designation for the Monday after Thanksgiving when many consumers head back to work and do some shopping online. That’s up from 30% in 2012. Another bonus for web-only merchants: of those who plan to shop on Black Friday, 51% plan to at least do some of their shopping online.
13% of respondents plan to shop in physical stores this Black Friday, down from 17% in 2012, while the remaining 2% answered “Don’t know,” Nielsen says. This represents the fourth year in a row that the percentage of shoppers who say they will not hit the stores on Black Friday either increased or remained the same. In 2010, 80% of shoppers said they would skip the stores on the day after Thanksgiving; in both 2011 and 2012, 82% said so; and this year 85% say they will not visit stores on Black Friday.
The Nielsen estimates are derived from weekly surveys of 1,000 U.S. respondents.
Of consumers who do plan to shop in stores on Black Friday consumers named department stores (71%) and electronic stores (58%) as their top two store choices this year.
The research also finds:
Ad spend estimates are from Nielsen’s U.S. measurement of ad spending for TV, based mainly on published rate-cards.