press release · 2019. 11. 26. · press release 2020 k street, nw, suite 410 washington dc 20006...
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PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
Six in Ten Shoppers Are Buying Things They Would Buy Anyway during Black Friday, Small Business Saturday, and Cyber Monday
Three quarters of Black Friday and Cyber Monday shoppers will only be shopping sales
Washington, DC, November 22, 2019 — A new Ipsos poll on behalf of USA Today explores
American shopping intentions towards specific holiday shopping days and the season overall.
• Three in four Americans plan to shop during the holiday season.
• Cyber Monday (65%) is more popular than Black Friday (57%) among Millennials.
• Those with children are more likely than their counterparts to engage in any of the shopping
days or the holiday shopping season.
• Around three quarters of Black Friday (77%) and Cyber Monday (75%) shoppers say they
will only buy items on sale while shopping on the respective days.
• Six in ten or more shoppers agree that the items they buy on Black Friday (69%), Small
Business Saturday (60%) and Cyber Monday (64%) are things they would buy anyway. A
small majority agree with this for the holiday shopping season (53%).
• Around a quarter of Black Friday (28%), Small Business Saturday (26%), and Cyber Monday
(27%) shoppers say they will be shopping for themselves, with another 4 in 10 saying they
will be shopping for others.
• A majority of shoppers with children will be shopping primarily for others except on Cyber
Monday during which 51% plan to shop mostly for themselves, and 43% plan to shop mostly
for others.
• Shoppers are split on how they will be shopping for Black Friday: 37% say more online, 29%
say more in-store, and 35% say\ equally across both. Half of Small Business Saturday
shoppers will be shopping in-store.
• Four in ten holiday season shoppers (41%) will be making their purchases equally in-store
and online.
• Clothing is the main shopping category across the days and for the overall holiday shopping
season.
• Sixty-three percent of Americans think sales should not start on Thanksgiving, and 44%
agree that the holidays are more about shopping and receiving presents than anything else.
For full results, please refer to the following questionnaire.
mailto:chris.jackson@ipsos.commailto:chris.jackson@ipsos.com
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PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
Full Annotated Questionnaire:
1. Do you have plans to do any shopping on the following days? (Select one for each)
Total Yes Summary
Total
(N=1,004) Age 18-34 (N=290)
Age 35-54 (N=326)
Age 55+ (N=388)
Children in Household
(N=262)
No Children in Household
(N=742)
The holiday shopping season (Thanksgiving to Christmas)
75% 78% 83% 65% 85% 71%
Cyber Monday (Monday after Thanksgiving)
49% 65% 56% 30% 64% 44%
Black Friday (Friday after Thanksgiving)
41% 57% 49% 21% 58% 35%
Small Business Saturday (Saturday after Thanksgiving)
28% 37% 31% 18% 34% 25%
a. Black Friday (Friday after Thanksgiving)
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Yes 41% 57% 49% 21% 58% 35%
No 43% 30% 35% 62% 24% 51%
Don’t know 15% 14% 15% 17% 18% 14%
b. Small Business Saturday (Saturday after Thanksgiving)
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Yes 28% 37% 31% 18% 34% 25%
No 51% 45% 48% 60% 42% 55%
Don’t know 21% 19% 21% 22% 23% 20%
c. Cyber Monday (Monday after Thanksgiving)
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Yes 49% 65% 56% 30% 64% 44%
No 32% 20% 27% 46% 20% 37%
Don’t know 19% 15% 17% 24% 16% 20%
mailto:chris.jackson@ipsos.com
-
PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
d. The holiday shopping season (Thanksgiving to Christmas)
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Yes 75% 78% 83% 65% 85% 71%
No 16% 13% 11% 22% 7% 19%
Don’t know 9% 9% 6% 13% 8% 10%
2. [IF YES TO BLACK FRIDAY] Do you agree or disagree with the following statements? (Select one for each) Total Agree Summary
Total
(N=384) Age 18-34 (N=157)
Age 35-54 (N=143)
Age 55+ (N=84)
Children in Household
(N=143)
No Children in Household
(N=241)
I will only buy items on sale during Black Friday
77% 80% 75% 74% 78% 77%
I will certainly make a spur of the moment purchase during
Black Friday 72% 73% 73% 71% 75% 71%
I know exactly the stores I plan to shop at for Black
Friday 71% 69% 77% 64% 71% 71%
Most of my Black Friday purchases are things I would
get anyway 69% 76% 67% 58% 75% 64%
I have a specific shopping list I will follow for Black Friday
65% 64% 68% 61% 68% 63%
I plan to spend more on Black Friday this year than I did last
year 50% 57% 51% 34% 52% 49%
a. I know exactly the stores I plan to shop at for Black Friday
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 29% 31% 30% 23% 32% 27%
Somewhat agree 42% 38% 46% 41% 39% 44%
Somewhat disagree 16% 18% 10% 24% 18% 14%
Strongly disagree 8% 10% 8% 6% 8% 9%
Don’t know 5% 3% 6% 7% 4% 5%
Agree (Net) 71% 69% 77% 64% 71% 71%
Disagree (Net) 24% 28% 18% 30% 25% 23%
mailto:chris.jackson@ipsos.com
-
PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
b. I have a specific shopping list I will follow for Black Friday
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 23% 27% 23% 15% 22% 24%
Somewhat agree 42% 37% 45% 46% 46% 39%
Somewhat disagree 21% 23% 16% 26% 17% 23% Strongly disagree 10% 11% 10% 9% 12% 9%
Don’t know 4% 3% 5% 4% 3% 5%
Agree (Net) 65% 64% 68% 61% 68% 63%
Disagree (Net) 31% 34% 27% 35% 29% 33%
c. I will only buy items on sale during Black Friday
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 39% 40% 38% 38% 36% 41%
Somewhat agree 38% 40% 37% 36% 42% 36%
Somewhat disagree 12% 10% 12% 14% 13% 11% Strongly disagree 7% 9% 8% 3% 6% 8%
Don’t know 4% 1% 5% 9% 3% 4%
Agree (Net) 77% 80% 75% 74% 78% 77%
Disagree (Net) 19% 19% 20% 17% 19% 19%
d. Most of my Black Friday purchases are things I would get anyway
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 24% 29% 26% 10% 31% 19%
Somewhat agree 45% 47% 41% 48% 44% 46%
Somewhat disagree 20% 15% 19% 34% 14% 24% Strongly disagree 7% 8% 8% 5% 8% 7%
Don’t know 4% 1% 6% 3% 2% 4%
Agree (Net) 69% 76% 67% 58% 75% 64%
Disagree (Net) 28% 23% 27% 39% 22% 31%
mailto:chris.jackson@ipsos.com
-
PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
e. I will certainly make a spur of the moment purchase during Black Friday
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 28% 32% 28% 20% 30% 26%
Somewhat agree 44% 41% 45% 51% 44% 45%
Somewhat disagree 14% 12% 15% 16% 16% 13% Strongly disagree 8% 12% 4% 7% 6% 10%
Don’t know 5% 3% 7% 6% 4% 6%
Agree (Net) 72% 73% 73% 71% 75% 71%
Disagree (Net) 22% 24% 20% 23% 22% 23%
f. I plan to spend more on Black Friday this year than I did last year
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 20% 27% 18% 7% 20% 20%
Somewhat agree 30% 29% 33% 26% 32% 29%
Somewhat disagree 23% 21% 20% 33% 19% 26% Strongly disagree 14% 14% 15% 14% 17% 12%
Don’t know 13% 8% 14% 20% 11% 14%
Agree (Net) 50% 57% 51% 34% 52% 49%
Disagree (Net) 37% 35% 35% 47% 36% 38%
3. [IF YES TO BLACK FRIDAY] Is your shopping on Black Friday mostly items for you or
mostly items for other people? (Select one)
Total
(N=384) Age 18-34 (N=157)
Age 35-54 (N=143)
Age 55+ (N=84)
Children in Household
(N=143)
No Children in Household
(N=241)
Mostly for me 14% 17% 13% 10% 11% 16%
More for me but also some for others 15% 18% 13% 10% 7% 20%
Equally for me and others 32% 30% 36% 28% 31% 32%
More for others but also some for me 17% 16% 14% 25% 19% 16%
Mostly for others 23% 19% 24% 27% 31% 16%
For me (Net) 28% 35% 26% 20% 18% 35%
For others (Net) 40% 35% 38% 52% 50% 32%
mailto:chris.jackson@ipsos.com
-
PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
4. [IF YES TO BLACK FRIDAY] How much of your Black Friday shopping do you plan to do in-store and online? (Select one)
Total
(N=384) Age 18-34 (N=157)
Age 35-54 (N=143)
Age 55+ (N=84)
Children in Household
(N=143)
No Children in Household
(N=241)
Most of it online 20% 17% 21% 26% 19% 22%
More of it online 16% 16% 18% 12% 17% 16%
Equal amount online as in-store 35% 34% 37% 30% 41% 30%
More of it in-store 17% 19% 14% 17% 16% 17%
Most of it in-store 12% 13% 10% 14% 7% 15%
Online (Net) 37% 33% 40% 38% 36% 37%
In-store (Net) 29% 33% 23% 32% 23% 32%
5. [IF YES TO BLACK FRIDAY] Which of the categories do you plan to shop for during Black
Friday? (Select all that apply)
Total
(N=384) Age 18-34 (N=157)
Age 35-54 (N=143)
Age 55+ (N=84)
Children in Household
(N=143)
No Children in Household
(N=241)
Clothing/Accessories 74% 72% 72% 85% 74% 74%
Technology 64% 65% 66% 56% 69% 60%
Toys and Baby Equipment
42% 42% 49% 28% 62% 29%
Health and Beauty 37% 46% 32% 30% 37% 37%
Home and Furniture 30% 40% 25% 20% 28% 31%
Food and Drink 20% 23% 21% 12% 16% 23%
Automobile 6% 7% 8% - 8% 5%
Other 7% 4% 9% 8% 3% 9%
mailto:chris.jackson@ipsos.com
-
PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
6. [IF YES TO SMALL BUSINESS SATURDAY] Do you agree or disagree with the following statements? (Select one for each) Total Agree Summary
Total
(N=267) Age 18-34 (N=111)
Age 35-54 (N=92)
Age 55+ (N=64)
Children in Household
(N=93)
No Children in Household
(N=174)
I will certainly make a spur of the moment purchase during
Small Business Saturday 71% 73% 77% 58% 84% 64%
I will only buy items on sale during Small Business
Saturday 65% 73% 64% 52% 75% 59%
I plan to spend more on Small Business Saturday this year
than I did last year 61% 62% 69% 45% 70% 56%
I know exactly the stores I plan to shop at for Small
Business Saturday 60% 59% 65% 53% 66% 56%
Most of my Small Business Saturday purchases are
things I would get anyway 60% 63% 59% 55% 64% 57%
I have a specific shopping list I will follow for Small Business Saturday
53% 61% 50% 43% 55% 51%
a. I know exactly the stores I plan to shop at for Small Business Saturday
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 22% 25% 21% 18% 27% 19%
Somewhat agree 38% 34% 44% 34% 39% 37%
Somewhat disagree 24% 21% 22% 33% 17% 29%
Strongly disagree 9% 14% 7% 5% 10% 9%
Don’t know 7% 6% 7% 9% 7% 7%
Agree (Net) 60% 59% 65% 53% 66% 56%
Disagree (Net) 33% 35% 29% 38% 27% 37%
mailto:chris.jackson@ipsos.com
-
PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
b. I have a specific shopping list I will follow for Small Business Saturday
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 16% 19% 20% 5% 18% 15%
Somewhat agree 37% 42% 30% 38% 37% 36%
Somewhat disagree 26% 23% 25% 35% 25% 27% Strongly disagree 15% 12% 19% 12% 15% 15%
Don’t know 6% 3% 7% 10% 5% 7%
Agree (Net) 53% 61% 50% 43% 55% 51%
Disagree (Net) 41% 35% 44% 47% 40% 42%
c. I will only buy items on sale during Small Business Saturday
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 22% 26% 23% 14% 29% 18%
Somewhat agree 43% 47% 42% 38% 46% 42%
Somewhat disagree 19% 13% 15% 34% 13% 22% Strongly disagree 9% 11% 9% 4% 7% 10%
Don’t know 8% 3% 11% 10% 6% 9%
Agree (Net) 65% 73% 64% 52% 75% 59%
Disagree (Net) 27% 24% 24% 38% 20% 31%
d. Most of my Small Business Saturday purchases are things I would get anyway
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 15% 18% 17% 7% 20% 12%
Somewhat agree 45% 46% 42% 48% 43% 46%
Somewhat disagree 24% 21% 28% 20% 24% 24% Strongly disagree 7% 10% 4% 8% 6% 8%
Don’t know 9% 6% 9% 17% 7% 11%
Agree (Net) 60% 63% 59% 55% 64% 57%
Disagree (Net) 31% 31% 33% 28% 29% 32%
mailto:chris.jackson@ipsos.com
-
PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
e. I will certainly make a spur of the moment purchase during Small Business Saturday
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 20% 18% 26% 12% 22% 19%
Somewhat agree 51% 55% 51% 46% 62% 45%
Somewhat disagree 15% 15% 13% 17% 9% 18% Strongly disagree 5% 7% 1% 7% 1% 7%
Don’t know 10% 5% 10% 18% 6% 12%
Agree (Net) 71% 73% 77% 58% 84% 64%
Disagree (Net) 19% 23% 14% 24% 10% 24%
f. I plan to spend more on Small Business Saturday this year than I did last year
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 16% 21% 16% 7% 18% 15%
Somewhat agree 45% 41% 53% 38% 53% 40%
Somewhat disagree 16% 15% 13% 23% 16% 16% Strongly disagree 7% 14% 4% 2% 1% 11%
Don’t know 16% 9% 14% 30% 13% 18%
Agree (Net) 61% 62% 69% 45% 70% 56%
Disagree (Net) 23% 28% 17% 25% 17% 27%
7. [IF YES TO SMALL BUSINESS SATURDAY] Is your shopping on Small Business Saturday
mostly items for you or mostly items for other people? (Select one)
Total
(N=267) Age 18-34 (N=111)
Age 35-54 (N=92)
Age 55+ (N=64)
Children in Household
(N=93)
No Children in Household
(N=174)
Mostly for me 14% 17% 15% 9% 14% 15%
More for me but also some for others 11% 16% 6% 12% 9% 13%
Equally for me and others 30% 31% 27% 34% 28% 31%
More for others but also some for me 23% 17% 28% 23% 21% 24%
Mostly for others 22% 19% 24% 22% 29% 18%
For me (Net) 26% 33% 21% 21% 23% 27%
For others (Net) 44% 37% 52% 45% 50% 42%
mailto:chris.jackson@ipsos.com
-
PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
8. [IF YES TO SMALL BUSINESS SATURDAY] How much of your Small Business Saturday shopping do you plan to do in-store and online? (Select one)
Total
(N=267) Age 18-34 (N=111)
Age 35-54 (N=92)
Age 55+ (N=64)
Children in Household
(N=93)
No Children in Household
(N=174)
Most of it online 12% 14% 9% 13% 16% 10%
More of it online 11% 17% 9% 5% 15% 9%
Equal amount online as in-store 26% 33% 21% 25% 25% 27%
More of it in-store 22% 18% 26% 20% 16% 25%
Most of it in-store 29% 18% 34% 37% 28% 29%
Online (Net) 23% 31% 18% 18% 31% 19%
In-store (Net) 50% 36% 61% 57% 44% 54%
9. [IF YES TO SMALL BUSINESS SATURDAY] Which of the categories do you plan to shop
for during Small Business Saturday? (Select all that apply)
Total
(N=267) Age 18-34 (N=111)
Age 35-54 (N=92)
Age 55+ (N=64)
Children in Household
(N=93)
No Children in Household
(N=174)
Clothing/Accessories 73% 72% 75% 73% 80% 70%
Home and Furniture 40% 48% 32% 39% 36% 42%
Technology 36% 40% 38% 24% 44% 31%
Health and Beauty 34% 43% 31% 23% 34% 33%
Toys and Baby Equipment 31% 30% 33% 27% 42% 24%
Food and Drink 25% 29% 22% 23% 18% 28% Automobile 6% 11% 4% 1% 6% 7%
Other 9% 4% 10% 18% 4% 13%
mailto:chris.jackson@ipsos.com
-
PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
10. [IF YES TO CYBER MONDAY] Do you agree or disagree with the following statements? (Select one for each)
Total Agree Summary
Total
(N=468) Age 18-34 (N=175)
Age 35-54 (N=173)
Age 55+ (N=120)
Children in Household
(N=156)
No Children in Household
(N=312)
I will only buy items on sale during Cyber Monday
75% 76% 76% 72% 80% 72%
Most of my Cyber Monday purchases are things I would
get anyway 64% 65% 65% 60% 67% 62%
I will certainly make a spur of the moment purchase during
Cyber Monday 62% 66% 65% 49% 68% 58%
I know exactly the stores I plan to shop at for Cyber
Monday 60% 60% 61% 56% 56% 62%
I have a specific shopping list I will follow for Cyber Monday
56% 57% 61% 43% 61% 52%
I plan to spend more on Cyber Monday this year than
I did last year 48% 58% 46% 32% 47% 48%
a. I know exactly the stores I plan to shop at for Cyber Monday
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 23% 22% 26% 18% 22% 23%
Somewhat agree 37% 39% 34% 37% 34% 39%
Somewhat disagree 22% 20% 21% 28% 26% 20%
Strongly disagree 10% 13% 8% 8% 10% 9%
Don’t know 9% 7% 10% 8% 7% 9%
Agree (Net) 60% 60% 61% 56% 56% 62%
Disagree (Net) 32% 32% 29% 36% 37% 29%
mailto:chris.jackson@ipsos.com
-
PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
b. I have a specific shopping list I will follow for Cyber Monday
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 21% 28% 20% 11% 25% 19%
Somewhat agree 35% 29% 41% 33% 36% 33%
Somewhat disagree 25% 25% 22% 32% 22% 27% Strongly disagree 13% 14% 11% 15% 13% 13%
Don’t know 6% 4% 7% 9% 4% 8%
Agree (Net) 56% 57% 61% 43% 61% 52%
Disagree (Net) 38% 39% 33% 47% 35% 40%
c. I will only buy items on sale during Cyber Monday
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 39% 37% 43% 34% 47% 34%
Somewhat agree 36% 39% 33% 38% 33% 38%
Somewhat disagree 14% 18% 11% 13% 15% 14% Strongly disagree 4% 2% 6% 4% 2% 5%
Don’t know 6% 3% 7% 11% 3% 9%
Agree (Net) 75% 76% 76% 72% 80% 72%
Disagree (Net) 18% 21% 17% 17% 17% 19%
d. Most of my Cyber Monday purchases are things I would get anyway
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 19% 25% 16% 13% 19% 18%
Somewhat agree 45% 40% 49% 47% 48% 43%
Somewhat disagree 23% 23% 19% 31% 21% 24% Strongly disagree 6% 8% 5% 5% 5% 7%
Don’t know 7% 4% 10% 5% 7% 7%
Agree (Net) 64% 65% 65% 60% 67% 62%
Disagree (Net) 29% 31% 24% 36% 26% 31%
mailto:chris.jackson@ipsos.com
-
PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
e. I will certainly make a spur of the moment purchase during Cyber Monday
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 23% 26% 26% 11% 32% 18%
Somewhat agree 39% 39% 39% 37% 37% 40%
Somewhat disagree 19% 16% 17% 29% 17% 21% Strongly disagree 10% 13% 6% 11% 8% 11%
Don’t know 9% 5% 12% 11% 7% 10%
Agree (Net) 62% 66% 65% 49% 68% 58%
Disagree (Net) 29% 29% 23% 40% 24% 32%
f. I plan to spend more on Cyber Monday this year than I did last year
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 15% 21% 14% 10% 15% 16%
Somewhat agree 32% 38% 32% 22% 32% 33%
Somewhat disagree 20% 15% 24% 23% 24% 18% Strongly disagree 12% 13% 12% 12% 12% 12%
Don’t know 19% 14% 18% 32% 17% 21%
Agree (Net) 48% 58% 46% 32% 47% 48%
Disagree (Net) 33% 28% 36% 36% 36% 31%
11. [IF YES TO CYBER MONDAY] Is your shopping on Cyber Monday mostly items for you or
mostly items for other people? (Select one)
Total
(N=468) Age 18-34 (N=175)
Age 35-54 (N=173)
Age 55+ (N=120)
Children in Household
(N=156)
No Children in Household
(N=312)
Mostly for me 15% 18% 14% 12% 10% 18%
More for me but also some for others 12% 13% 10% 13% 8% 14%
Equally for me and others 30% 25% 36% 27% 30% 30%
More for others but also some for me 19% 21% 17% 21% 18% 20%
Mostly for others 24% 23% 23% 27% 33% 19%
For me (Net) 27% 31% 24% 25% 18% 32%
For others (Net) 43% 44% 40% 48% 51% 38%
mailto:chris.jackson@ipsos.com
-
PRESS RELEASE
2020 K Street, NW, Suite 410
Washington DC 20006
+1 202 463-7300
Contact:
Email:
Tel:
Chris Jackson
Vice President, US, Public Affairs, Ipsos
chris.jackson@ipsos.com
+1 202 420-2025
12. [IF YES TO CYBER MONDAY] Which of the categories do you plan to shop for during Cyber Monday? (Select all that apply)
Total
(N=468) Age 18-34 (N=175)
Age 35-54 (N=173)
Age 55+ (N=120)
Children in Household
(N=156)
No Children in Household
(N=312)
Clothing/Accessories 64% 61% 64% 68% 61% 66%
Technology 62% 64% 64% 55% 66% 60%
Toys and Baby Equipment
35% 41% 36% 23% 52% 25%
Health and Beauty 31% 35% 29% 25% 26% 33% Home and Furniture 26% 34% 21% 20% 24% 27%
Food and Drink 14% 14% 12% 17% 10% 17%
Automobile 3% 4% 3% 2% 3% 3%
Other 9% 3% 11% 14% 6% 10%
13. [IF YES TO HOLIDAY SHOPPING SEASON] Do you agree or disagree with the following
statements? (Select one for each)
Total Agree Summary
Total
(N=742) Age 18-34 (N=222)
Age 35-54 (N=267)
Age 55+ (N=253)
Children in Household
(N=219)
No Children in Household
(N=523)
I will certainly make a spur of the moment purchase during
holiday season shopping 73% 76% 76% 67% 82% 69%
I know exactly the stores I plan to shop at during the holiday shopping season
62% 65% 63% 58% 68% 59%
I have a specific shopping list I will follow during the holiday
shopping season 62% 65% 63% 59% 68% 60%
I will only buy items on sale during the holiday shopping
season 62% 66% 63% 58% 69% 59%
Most of my holiday shopping season purchases are things
I would get anyway 53% 61% 54% 44% 61% 50%
I plan to spend more during the holiday shopping season this year than I did last year
40% 60% 37% 24% 51% 35%
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a. I know exactly the stores I plan to shop at during the holiday shopping season
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 21% 25% 21% 18% 25% 19%
Somewhat agree 41% 40% 42% 40% 42% 40%
Somewhat disagree 22% 21% 21% 25% 20% 24% Strongly disagree 9% 8% 12% 8% 8% 10%
Don’t know 6% 6% 4% 9% 5% 7%
Agree (Net) 62% 65% 63% 58% 68% 59%
Disagree (Net) 32% 29% 33% 34% 28% 34%
b. I have a specific shopping list I will follow during the holiday shopping season
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 20% 23% 20% 16% 23% 18%
Somewhat agree 43% 42% 43% 43% 45% 42%
Somewhat disagree 23% 19% 23% 26% 20% 24% Strongly disagree 10% 12% 9% 10% 10% 10%
Don’t know 5% 4% 5% 5% 2% 6%
Agree (Net) 62% 65% 63% 59% 68% 60%
Disagree (Net) 33% 31% 32% 36% 30% 34%
c. I will only buy items on sale during the holiday shopping season
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 23% 24% 25% 18% 27% 20%
Somewhat agree 40% 42% 38% 40% 42% 39%
Somewhat disagree 26% 21% 25% 31% 21% 28% Strongly disagree 7% 9% 6% 5% 7% 7%
Don’t know 5% 4% 6% 6% 3% 6%
Agree (Net) 62% 66% 63% 58% 69% 59%
Disagree (Net) 32% 30% 31% 36% 28% 35%
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d. Most of my holiday shopping season purchases are things I would get anyway
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 14% 19% 12% 10% 20% 11%
Somewhat agree 40% 42% 42% 34% 41% 39%
Somewhat disagree 33% 26% 31% 40% 29% 34% Strongly disagree 8% 8% 8% 8% 7% 8%
Don’t know 6% 4% 7% 7% 4% 8%
Agree (Net) 53% 61% 54% 44% 61% 50%
Disagree (Net) 41% 34% 39% 49% 36% 43%
e. I will certainly make a spur of the moment purchase during holiday season shopping
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 23% 31% 22% 18% 26% 22%
Somewhat agree 50% 45% 54% 50% 57% 47%
Somewhat disagree 14% 13% 10% 19% 10% 16% Strongly disagree 7% 6% 7% 8% 5% 8%
Don’t know 6% 5% 7% 6% 4% 7%
Agree (Net) 73% 76% 76% 67% 82% 69%
Disagree (Net) 21% 19% 17% 27% 14% 24%
f. I plan to spend more during the holiday shopping season this year than I did last year
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 14% 24% 14% 5% 21% 11%
Somewhat agree 26% 37% 23% 20% 30% 24%
Somewhat disagree 33% 17% 35% 45% 29% 35% Strongly disagree 16% 12% 18% 18% 12% 18%
Don’t know 11% 11% 10% 13% 8% 13%
Agree (Net) 40% 60% 37% 24% 51% 35%
Disagree (Net) 49% 29% 53% 63% 41% 52%
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14. [IF YES TO HOLIDAY SHOPPING SEASON] Does your holiday shopping include mostly items for you or mostly items for other people? (Select one)
Total
(N=742) Age 18-34 (N=222)
Age 35-54 (N=267)
Age 55+ (N=253)
Children in Household
(N=219)
No Children in Household
(N=523)
Mostly for me 8% 9% 8% 5% 7% 8%
More for me but also some for others 8% 10% 6% 8% 5% 10%
Equally for me and others 23% 26% 28% 13% 25% 22%
More for others but also some for me 22% 21% 26% 20% 25% 21%
Mostly for others 39% 34% 32% 54% 38% 40%
For me (Net) 16% 19% 14% 14% 12% 17%
For others (Net) 62% 54% 58% 73% 63% 61%
15. [IF YES TO HOLIDAY SHOPPING SEASON] How much of your holiday shopping do you
plan to do in-store and online? (Select one)
Total
(N=742) Age 18-34 (N=222)
Age 35-54 (N=267)
Age 55+ (N=253)
Children in Household
(N=219)
No Children in Household
(N=523)
Most of it online 13% 14% 14% 12% 14% 13%
More of it online 16% 18% 14% 17% 17% 15%
Equal amount online as in-store 41% 41% 49% 32% 48% 37%
More of it in-store 14% 16% 11% 16% 14% 14%
Most of it in-store 16% 11% 13% 24% 7% 20%
Online (Net) 29% 32% 28% 29% 31% 28%
In-store (Net) 30% 27% 23% 40% 21% 34%
16. [IF YES TO HOLIDAY SHOPPING] Which of the categories do you plan to shop for during
the holiday shopping season? (Select all that apply)
Total
(N=742) Age 18-34 (N=222)
Age 35-54 (N=267)
Age 55+ (N=253)
Children in Household
(N=219)
No Children in Household
(N=523)
Clothing/Accessories 77% 76% 79% 75% 82% 75%
Technology 52% 59% 53% 44% 58% 49%
Health and Beauty 38% 48% 39% 26% 40% 37%
Toys and Baby Equipment 37% 46% 36% 31% 58% 27%
Food and Drink 34% 28% 34% 40% 31% 35%
Home and Furniture 30% 37% 29% 24% 31% 29% Automobile 7% 12% 8% 2% 11% 5%
Other 15% 6% 17% 21% 10% 17%
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17. Do you agree or disagree with the following statements: (Select one for each)
Total Agree Summary
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Sales should not start on Thanksgiving.
63% 58% 61% 69% 57% 65%
The holidays are more about shopping and receiving
presents than anything else. 44% 40% 47% 45% 50% 42%
Black Friday and Cyber Monday kill the spirit of
giving. 39% 37% 38% 41% 35% 40%
a. Black Friday and Cyber Monday kill the spirit of giving.
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 14% 13% 13% 15% 11% 15%
Somewhat agree 25% 24% 25% 26% 24% 25%
Somewhat disagree 29% 27% 29% 32% 28% 30%
Strongly disagree 23% 29% 23% 17% 30% 20%
Don’t know 9% 7% 10% 10% 7% 10%
Agree (Net) 39% 37% 38% 41% 35% 40%
Disagree (Net) 52% 56% 52% 49% 58% 50%
b. Sales should not start on Thanksgiving.
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 37% 33% 34% 43% 33% 38%
Somewhat agree 26% 24% 27% 26% 24% 26%
Somewhat disagree 18% 19% 22% 13% 22% 16%
Strongly disagree 11% 19% 8% 7% 14% 10%
Don’t know 9% 5% 10% 11% 7% 9%
Agree (Net) 63% 58% 61% 69% 57% 65%
Disagree (Net) 29% 38% 29% 21% 36% 26%
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c. The holidays are more about shopping and receiving presents than anything else.
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Strongly agree 19% 22% 16% 20% 20% 19%
Somewhat agree 25% 18% 31% 25% 30% 23%
Somewhat disagree 22% 26% 21% 20% 21% 23% Strongly disagree 30% 31% 27% 31% 26% 31%
Don’t know 4% 3% 5% 4% 3% 4%
Agree (Net) 44% 40% 47% 45% 50% 42%
Disagree (Net) 52% 57% 48% 51% 47% 54%
18. Do you plan to donate to a cause on Giving Tuesday? (Select one)
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Yes 21% 28% 22% 15% 25% 19%
No 43% 40% 44% 44% 42% 43%
Don’t know 36% 32% 34% 42% 34% 37%
19. Do you and your family celebrate the following fall and winter holidays? (Select one for each)
Total Yes Summary
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Christmas 91% 92% 92% 89% 95% 89%
Thanksgiving 92% 92% 92% 93% 94% 91%
New Year 82% 93% 84% 71% 94% 77%
Hanukkah 10% 11% 14% 6% 13% 9%
Winter Solstice 13% 21% 15% 5% 15% 12%
Kwanzaa 7% 10% 11% 1% 10% 6%
a. Christmas
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Yes 91% 92% 92% 89% 95% 89%
No 9% 8% 8% 11% 5% 11%
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b. Thanksgiving
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Yes 92% 92% 92% 93% 94% 91%
No 8% 8% 8% 7% 6% 9%
c. New Year
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Yes 82% 93% 84% 71% 94% 77%
No 18% 7% 16% 29% 6% 23%
d. Hanukkah
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Yes 10% 11% 14% 6% 13% 9%
No 90% 89% 86% 94% 87% 91%
e. Winter Solstice
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Yes 13% 21% 15% 5% 15% 12%
No 87% 79% 85% 95% 85% 88%
f. Kwanzaa
Total Age 18-34 Age 35-54 Age 55+ Children in Household
No Children in Household
Yes 7% 10% 11% 1% 10% 6%
No 93% 90% 89% 99% 90% 94%
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About the Study
These are some of the findings of an Ipsos poll on behalf of USA Today conducted between
November 20-21, 2019. For this survey, a sample of roughly 1,004 adults age 18+ from the
continental U.S., Alaska, and Hawaii was interviewed online in English. The sample includes 290
adults aged 18-34, 326 adults aged 35-54, 388 adults aged 55 years or older, 262 respondents with
children in their household, and 742 respondents without children in their household.
The sample for this study was randomly drawn from Ipsos’ online panel (see link below for more info
on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link
below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a
population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in
drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates
respondent characteristics to be representative of the U.S. Population using standard procedures
such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016
American Community Survey data. The sample drawn for this study reflects fixed sample targets on
demographics. Posthoc weights were made to the population characteristics on gender, age,
race/ethnicity, region, and education.
Statistical margins of error are not applicable to online non-probability polls. All sample surveys and
polls may be subject to other sources of error, including, but not limited to coverage error and
measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The
precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a
credibility interval of plus or minus 3.5 percentage points for all respondents, plus or minus 6.6
percentage points for those aged 18-34, plus or minus 6.2 percentage points for those aged 35-54,
plus or minus 5.7 percentage points for those aged 55 or older, plus or minus 6.9 percentage points
for those with children in their household, and plus or minus 4.1 percentage points for those without
children in their household. Ipsos calculates a design effect (DEFF) for each study based on the
variation of the weights, following the formula of Kish (1965). This study had a credibility interval
adjusted for design effect of the following (n=1,004, DEFF=1.5, adjusted Confidence Interval=+/-5.0
percentage points).
For more information on this news release, please contact:
Chris Jackson
Vice President, US
Public Affairs
+1 202 420-2025
chris.jackson@ipsos.com
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About Ipsos
Ipsos is the world’s third largest market research company, present in 90 markets and employing
more than 18,000 people.
Our passionately curious research professionals, analysts and scientists have built unique multi-
specialist capabilities that provide true understanding and powerful insights into the actions, opinions
and motivations of citizens, consumers, patients, customers or employees. We serve more than
5000 clients across the world with 75 business solutions.
Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company
is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service
(SRD).
ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com
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