Online shoppers are more meticulous.
Shopping online and in the physical world are done differently. Meticulous planning, budgeting, price awareness, and online shopping are strongly correlated. Those who intend to go to physical stores go about their shopping more spontaneously.
Gen Z & Millennials are on it, too.
November sales are more embraced by the younger generations. Gen Z & Millennials budget to a further extent than their older peers and have a more clear idea on what they are going to buy before the sales get started.
Holiday shopping on a budget.
A lot of shoppers are taking the opportunity to get more value for their money by shopping during the November sales. And many are looking to cross off a large chunk of items from their holiday shopping list in one swoop.
Black Friday shopping no longer requires protective gear.
Shoppers want to avoid crowds and do their bargain hunting from the comfort of their living room. While Black Friday is still physical stores first, many shoppers are looking to make a large share of their purchases online this year—and retailers are quick to adapt to evolving consumer needs and preferences.
The chart below illustrates the extent to which shoppers are planning to shop online and in physical stores on Black Friday.