Black Friday and Holiday-Festive Season: Consumer Insights

The holidays are coming up fast, and we’ve got the inside track on how shoppers are preparing to make this season one to remember. This year, we’re seeing some intriguing trends from our global survey of more than 14,000 consumers—fresh data from a survey fielded just last month—that show that this season is shaping up to be a big one. Here’s what marketers need to know:

Holiday and festive season procrastinators are becoming the minority

Our survey shows that an increasing number of people are thinking about holiday and festive season gifts now. Almost half or more of shoppers in the UK, France, and Germany said they have already thought about what gifts they might offer. Nearly 70% of US shoppers said the same. All regions show a year over year increase in this metric, with UK and South Korea up 9 and 11 points respectively, year over year.

In the US and UK, shoppers are planning for Black Friday now

Year over year, an increasing number of shoppers are thinking about what deals they can snag on Black Friday one week to four weeks in advance of the sale. In the US and UK, a small but growing number of shoppers are anticipating Black Friday more than four weeks in advance. This is likely an effect of the early Black Friday sales that have become more prevalent in recent years.

In-store shopping will be bigger this year

In most countries we surveyed, an increasing number of shoppers are planning to shop in physical stores this season, with nearly double-digit year over year increases in the United Kingdom and Germany. Year over year, more shoppers in all countries surveyed also said that they plan to spend “somewhat or much more” in physical stores this year.

Black Friday, however, continues to be an online event. Around 70% of shoppers in the US and Europe will shop online this Black Friday. By contrast, 49-57% said they would shop in physical stores this Black Friday.

Japan and South Korea are embracing Black Friday

More than half of shoppers in Japan and South Korea confirmed they are “very likely” or “somewhat likely” to shop online this Black Friday. This up 10 points year over year in Japan and up 11 points in South Korea. More shoppers plan to shop online and in stores this Black Friday in all countries surveyed.

More Europeans will hit the road (or the friendly skies) over break

More than 40% of shoppers in the United Kingdom (up 9 points from last year), and around one third of French and German shoppers plan to travel during the end of year break (up 3 and 7 points, respectively). South Koreans will travel in large numbers during break as well, with 44% saying they are very or somewhat likely to do so.

Unique discounts are the way to a shopper’s heart

Behind great deals and free, fast shipping, unique discounts on products that aren’t discounted elsewhere are a big draw for shoppers. Close to 40% or more of shoppers in all countries surveyed said this would make them try a new online store. In all cases, the share who said this grew year over year.

One third to more than 40% also said that unique discounts would make them return to a brand or retailer they discovered on Black Friday.

Holiday Marketing Takeaways

• Shoppers are gearing up early. Nearly 70% of US shoppers and about half of those in the UK, France, and Germany have already started thinking about holiday gifts, up notably from last year. Plan promotions early and consider running teaser campaigns to capture the attention of these early birds.
• Black Friday anticipation is heating up. Shoppers in the US and UK are preparing for Black Friday deals weeks in advance. Running pre-sale promotions or offering sneak peeks at discounts could spark interest and keep your brand top of mind.
• Physical stores are making a comeback. With shoppers planning to spend more in stores, there’s a renewed opportunity to make in-store experiences engaging. Consider optimizing for an omnichannel experience where online and offline deals align.
• Exclusive deals win new shoppers and loyalty. Shoppers are actively looking for unique discounts and offers they can’t find elsewhere. Use exclusivity as a tactic—think about offering limited-edition products or personalized discounts to attract new shoppers and build brand loyalty.
• Travel is back on the table. With more shoppers in Europe and South Korea planning to travel this holiday season, brands could explore geo-targeted advertising for popular holiday destinations, ensuring visibility wherever customers are headed. For more travel trends and strategies, read our new report.

With early planning, the resurgence of in-store shopping, and the demand for unique offers, there’s a lot of opportunity to make this season a success. By tapping into these insights, brands and retailers can create memorable shopping experiences that resonate with holiday shoppers—wherever they are and however they choose to shop.