Black Friday is a high-stakes shopping event where people invest time, energy, and strategy to secure the best once-a-year deals – and outpace the competition. With discounts often topping 50% on popular items, this day is seen as the perfect chance to grab big-ticket products, holiday gifts, and household essentials at unbeatable prices. Many shoppers meticulously plan weeks in advance, studying sale start times, store hours, and inventory availability to maximize their chances. But who are the most dedicated to snagging the best deals?
Red Stag Fulfillment carried out a survey of 3,000 online shoppers, revealing that America’s earliest shoppers on average plan to begin their Black Friday online shopping sprees at 4:36am! The survey also uncovered some intriguing regional trends. The earliest risers are from South Dakota and Vermont take the lead, with shoppers logging on as early as 1:00 am to snag deals. In contrast, Mississippi stands out with the latest average start time, at 8:24 am.
Internet Frustrations: A Common Challenge
The survey revealed that for many, slow internet speeds can be a dealbreaker – literally. About 43% of people in the survey said they’ve missed out on a deal because of poor connectivity. It’s a frustrating reality for shoppers in less connected areas, where slow broadband can mean losing out on time-sensitive discounts.
Black Friday Planning Habits
Shoppers are clearly putting in the effort to prepare for Black Friday, with many adopting strategies to make the most of the day: 49% of respondents said they started planning a week in advance, researching deals and setting up wish lists. 29% began preparations two weeks ahead, while 12% went all out and started planning a month before Black Friday.
Emotions of Black Friday
Shopping on Black Friday is an emotional rollercoaster, and American shoppers were asked to describe their experiences with just one word: words like “Exciting” (20%) and “Worthwhile” (17%) captured the thrill of scoring big deals. However, terms such as “Chaotic” (15%), “Stressful” (14%), and “Exhausting” (12%) revealed the intense pressure shoppers feel. Other descriptors like “Thrilling” (12%) and “Overwhelming” (12%) highlighted the fast-paced, high-stakes nature of the day.
