According to the Consumer Technology Association (CTA), holiday shopping over the Black Friday Week didn't just break records, but it was great for the technology industry, and for sales both online and through physical stores.
The CTA's 2018 Holiday Outlook Series, Part Two: Black Friday Week two-party study found that, however, the desire to make purchases online surpassed that in physical stores for the first time over. A total of 59% of U.S. Black Friday Week (Thanksgiving Day through Cyber Monday) technology gift shoppers bought or planned to buy tech online versus 58% at a physical store.
The study also shows that, for the second year in a row, the number of American adults who shopped or planned to shop on Cyber Monday (54%) outpaced those who shopped on Black Friday (48%), ushering in a new era of online shopping.
"Online shopping drove the momentum for a successful Black Friday Week overall, and especially for tech," says Ben Arnold, Senior Director of Innovation and Trends, CTA. "Just like Black Friday gave way to Thanksgiving Week promotions, Cyber Monday has extended to become Cyber Week sales for many retailers. Online promotions have solidified their spot alongside in-store door busters as ways to drive shopper traffic. The convenience of online shopping is amplified by mobile and now voice shopping options empowering consumers to grab deals anytime and anywhere."
Among the 75% of consumers who shopped or were planning to shop online over Thanksgiving Week, computers, including desktops and laptops, were the most popular device to use at 55%, followed by mobile devices like smartphones and tablets (45%). But impressively, 12% of consumers also used voice-enabled digital assistants, including Apple's Siri and Amazon Alexa, to initiate purchases.
A third (33%) of shoppers indicate they spent more than they did last year on gifts during Black Friday Week, and 29% of shoppers say the 2018 deals were better than expected. These factors helped contribute to more Black Friday Week tech shoppers making unexpected purchases (46%).
Among U.S. adults who shopped or planned to shop during Black Friday Week, the top five tech products and accessories shoppers purchased or planned to purchase were TVs, video game consoles, tablets, smartphones, and digital media streaming devices. The top five tech accessories were video games, wireless headphones and streaming services (tied for second and third), wireless earbuds and mobile device cases (tied for fourth and fifth).
"The most purchased tech categories that rose to the top during Black Friday week reflect the ‘buzziest' deals - especially around the 4K Ultra High-Definition ecosystem, video game consoles, and smart speakers," adds Arnold. "Over 80 per cent of those who shopped or planned to shop at all this holiday season, or 207 million American adults, say they still have more gift shopping left. This is higher than past CTA data and shows the 2018 holiday shopping season is off to a healthy start."
CTA's 2018 Holiday Outlook Series, Part 2: Black Friday Week was designed and formulated by CTA Market Research. CTA fielded the survey November 25-26, 2018 using an online representative sample of 2,006 U.S. adults (18+).
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