The holiday shopping season is upon us, and an estimated 140 million Americans plan to shop the pre-holiday sales (such as Black Friday and Cyber Monday) in 2022, according to the latest research from Finder. And with an average spend of $362, Americans will part with roughly $51 billion this year trying to score a deal.
Men slightly more likely to shop the sales
In 2022, men are slightly more likely to say they’ll be hitting the Black Friday sales, with 55% of men saying they’ll be bargain hunting compared to 52% of women. Not only do more men say they’ll be shopping, but they also plan to spend more than women, with the average man handing over $465 compared to $300 for women.
Generation Z top Black Friday shoppers
Generation Z will be hunting for bargains this holiday season, with three-quarters (75%) of those surveyed saying they plan to shop the Black Friday sales. However, generation Z plan on spending the second-least of any generation ($365), with only generation X planning to spend less ($345).
Northeast US home to the highest percentage of holiday shoppers
The shopping bug has bitten those in the Northeast, with 59% saying they plan to shop the sales, but it’s those in the Midwest who’ll be the biggest spenders, with the average shopper handing over $409. Those on the West Coast are the least likely to shop the Black Friday sales (just 46%). People in the South plan to spend the least per person ($336).
Are Black Friday sales worth it?
While only 53% said they planned to shop the Black Friday sales, a combined 70% say that Black Friday sales are good value. However, 41% say that while Black Friday offers good deals, it’s not always worth the hassle.
More men than women think Black Friday sales offer value
Almost three-quarters (73%) of men say they think that Black Friday is a great chance to score a deal, compared to 67% of women. Women are a little more suspect of retailers than men, with almost a quarter (23%) of women suspecting that retailers just inflate their prices presale only to “discount them” for the sales.
Generation Z say Black Friday is a great deal
Not only is generation Z the generation most likely to be shopping the sales, but they also think that the day represents a great deal, with a whopping 84% saying Black Friday sales are good value.
The United States of Black Friday sale shoppers
The country may have its differences from coast to coast, but the value offered by the Black Friday sales is something many of us share, with 71% of those in the Northeast and South and 68% of those in the Midwest and West saying the sales offer good value.
Once bitten, twice shy
Approximately 60% of those surveyed said that they’d bought a sale item only to regret it later, with the average amount spent on a regrettable item coming out at $233.
Men make costlier shopping errors
Women and men have similar amounts of regret over past purchases, with 61% of women and 60% of men saying they’d bought a sale item and regretted it. However, the amount spent on these regretful decisions was vastly different with the average regretful purchase by men ($350) being more than double that spent by women ($156).
Generation Z regret their past purchases
Generation Z is the generation that rues their previous Black Friday sales pick-ups the most, with 67% having bought something on sale that they later regretted. And that comes as little wonder with the average regretted sale item for generation Z coming in at $366.
The South has the least regret over past purchases
People in the South have the least regret over items they bought on prior Black Friday sales at 59%, with the average regretted item also coming in the lowest at $205.
Past Black Friday Stats
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