Black Friday 2014 Consumers Reject Family Time, Embrace Showrooming & Webrooming

November 11, 2014 Ben Myers


A Black Friday-focused report from Accenture shows a few growing or emerging trends among American consumers for Black Friday 2014.

Black Friday shopping has become the epitome of omni-channel as consumers research in advance online and/or in-store before making their purchase. Seventy-one percent will research online before going into the store to make a purchase, while 68% said they would see a product in-store and then buy online.

Going digital in-store and at home

This behaviour has continued to grow over the past several years, while new consumer behaviours are emerging. More than half (58%) of respondents said they will shop at online-only retailers, compared to 50% in 2013.

Good news for digital in-store and app-makers, more than three-quarters (76%) of respondents said they would definitely use or would be willing to try mobile services that provide them with real-time promotions and offers as they shopped in-store if those services were offered.

Sorry kids

But while e-commerce and digital in-store are on the rise, family time is on the way out. The number of Americans that said “I would not shop in a store on Thanksgiving, the day should be about spending time with your family” dropped from 41% in 2013 to 32% this year.

In a similar report, mobile ad platform Applovin says that 30 percent of Cyber Monday transactions will be mobile.

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