Black Friday 2017
Shopping Report:
Consumer sentiment
is riding high
An annual survey to better understanding changing
consumer attitudes to Black Friday and explore
how they plan to shop for the 2017 season
2
Executive summary
Marking the unofficial start of the Christmas shopping season, Black
Friday falls on the day after the American Thanksgiving public holiday
– a day when US retailers traditionally offer hefty discounts designed to
tempt families into stores to pick up bargains.
In recent years, UK retailers have followed the lead of their US counterparts, offering in-
store and online promotions and deals designed to capture the imaginations and wallets of
consumers in the run up to Christmas.
This year’s Black Friday shopping extravaganza falls on 24 November 2017. As retailers on
both sides of the Atlantic prepare to gear up for the event, the Black Friday 2017 Shopping
Report provides deep insights into consumer expectations surrounding Black Friday –
alongside a detailed snapshot of their shopping intentions and potential behaviors on the day.
This year’s survey examines:
• Consumer sentiment toward Black Friday – whether consumers intend to shop and, if so,
their motivations for doing so
• The top product categories consumers propose to shop – evaluating what’s trending with
consumers and how much they anticipate spending compared to last year
• Online, in-store or both – fuelled by the drive to get a bargain, will the convenience and ease
of digital channels win out over shopping in the physical store?
This is the second year that Periscope by McKinsey has polled consumers to evaluate how
they plan to shop on Black Friday.
In this year’s survey we’ve gone deeper than before. As well as asking consumers to share
their views around personalized marketing, we also explore if the ‘buy online, pick-up in-store’
omnichannel proposition is likely to incentivize consumers into making an online Black Friday
purchase with one retailer over another.
As the industry gets ready to jump-start this year’s Black Friday preparations, the findings of
the Black Friday 2017 Shopping Report deliver clear predictions on how shoppers will behave
on the day, together with actionable insights that can help retailers leverage potential revenue
opportunities on what has become one the most significant shopping events of the year.
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Key findings: consumers are more
motivated to shop
Deal fever grips consumers – with UK shoppers most enthused
The findings from this year’s survey1 indicate that consumer expectations around Black Friday
are riding high. Of the 3,226 respondents (2,585 from US and 641 from UK) who originally
participated in the survey2, almost half (44%) of US consumers confirmed they will be
shopping this Black Friday – compared to just 26% who signalled they planned to participate
in 2016 and 23% who were undecided.
Are you planning on shopping for the “Black Friday” deals during the period after
Thanksgiving this year?
%
No
%
Yes
%
No
%
Yes
US UK
Answered: 2585 Skipped: 0 Answered: 641 Skipped: 0
The popularity of Black Friday in the UK, however, has spiked considerably. An impressive
81% of UK consumers said they intend to shop this Black Friday – compared to just 22% who
anticipated getting involved in 2016 and 30% who were on the fence. So, what’s driving this
stark jump in intent on both sides of the Atlantic?
1 In October 2017, Periscope conducted online research to understand consumer attitudes toward Black Friday 2017 and their
expected shopping patterns. The web-based survey targeted consumers in the United States and the United Kingdom aged
between 18 and 60+. The survey samples were equally weighted between male/female respondents in both territories.
2 The survey polled a total of 3,226 consumers of whom 1,552 respondents (1,136 US consumers, 510 UK consumers) qualified as
planning to shop for Black Friday deals.
4
Despite weak wage growth and higher inflation, UK consumers are defying expectations and
continuing to spend – for these cash-pressed consumers, Black Friday may represent an
opportunity to make big ticket purchases at discount prices and get Christmas gift purchases
underway. In the US, meanwhile, consumer confidence has been steadily returning and
hit a five-month high in August 2017, buttressed by strengthening optimism about current
business conditions.
Consumer sentiment around Black Friday is encouraging –
positive attitudes abound
Consumers appear to be embracing Black Friday as a shopping event to look forward to –
especially those that opt to go online to make purchases.
Almost one-third of all respondents (30% of UK consumers and 29% of US consumers) said it
was one of their favorite shopping events, with 37% of UK shoppers and 25% of US shoppers
saying they’ve grown to like it more, shopping more online and avoiding the in-store crowds.
How have your attitudes towards Black Friday changed in recent years?
%
I think it is a marketing trick, as prices
rise in the build-up to try and convince
me I am getting a great deal
%
I have grown to like it
more as I shop online
%
%
I am more interested in
Amazon Prime days
%
%
Promotions are never on
products that I am interested
in, so I have lost interest
%
Other
%
%
%
It is one of my favorite
shopping events
I have always disliked
shopping on Black Friday
%
%
Answered: 1042 Skipped: 1543
US
Answered: 510 Skipped: 131
UK
%
%
5
This positive attitude also appears to have undermined previous consumer skepticism around
the reality of the deals encountered during the event. Just 12% of UK consumers and 13%
of US consumers expressed concerns that Black Friday was a marketing trick, with retailers
artificially inflating prices prior to the event to convince shoppers they’re getting a great deal.
This represents a considerable improvement in consumer sentiment compared to last year’s
survey, when cynicism surrounding Black Friday appeared to be rampant among US (28%)
and UK (40%) shoppers. Either retailers are winning trust with more authentic offers that
ring true with consumers and drive engagement – or consumers are becoming savvier at
evaluating the true value of the deal options they encounter.
Worryingly, 7% of US shoppers and 3% of UK consumers say they’ve become disillusioned
with the event since the promotions on offer are never on products they’re interested in
buying. As a result, they’ve lost interest in participating. If retailers are able to leverage known
customer intelligence to deliver more personalized offers to engage these shoppers, then the
incremental sales rewards could deliver an impressive boost to the bottom line.
Shopper motivations: expectations of ‘one-off’ promotions and
steep discounts drive buying behaviors
For consumers, Black Friday has become synonymous with special promotions not available
at other times of the year. As a top motivating factor for 37% of US and 38% of UK shoppers,
retailers will need to be sure they deliver on this key promise with enticing ‘one-off’ offers that
are unique and differentiated – or risk disappointing consumers and switching them off from
participating in future years.
As expected, steep discounting was the second primary motivation for consumers; 36% of
US and 48% of UK respondents said they would be on the hunt for truly tempting offers.
Interestingly, this expectation was down on 2016 figures, when 44% of US and 65% of UK
consumers said the anticipation of big discounts was driving their purchasing intentions.
One thing is clear. While Black Friday has been an established annual shopping tradition in the
US for many years, UK consumers have enthusiastically embraced this imported shopping
holiday. In the US, % of consumers confirm their participation in the event has become
a custom (up from 6% last year), while 7% of UK shoppers say it’s becoming a traditional
activity for them (up from 1% last year).
Asked what would spur them to make a purchase, just 4% of US consumers and 5% of UK
consumers anticipate being inspired by a personalized discount – indicating that retailers are
potentially missing a major opportunity by putting their marketing efforts into the generation of
blanket mass or untargeted offers.
6
If you plan to shop on Black Friday, what is your motivation?
%
Steep discounting
%
Tradition
%
Promotions that are not
available at other times of
the year
%
Personalized offers I receive
around the event
%
Socializing with family & friends
%
Other
%
Steep discounting
%
Tradition
%
Promotions that are not
available at other times of
the year
%
Personalized offers I receive
around the event
%
Socializing with family & friends
%
Other
US
UK
Answered: 1085 Skipped: 1500
Answered: 513 Skipped: 128
Consumers cry out for personalized marketing offers –
customized offers that would incline them to make purchases
Events like Amazon Prime Day have prepared consumers to expect personalized marketing
offers that relate to their known purchasing history and future likes and wants3.
As we can see, this year’s consumers have clear product category purchasing objectives in
their sights and may well be looking to stay loyal to those brands who know who they are –
and can offer the right discounts to trigger a purchasing behavior, especially if a personal
touch is added.
Asked what personalized marketing would most appeal to them, gaining privileged access
to additional discounts was uppermost in most consumer minds (43% UK, 41% US). Early
access to Black Friday sales was also high on the agenda for consumers (38% UK, 31% US).
3 Periscope By McKinsey recently undertook research into consumer attitudes to Amazon Prime Day in the US which can be found
at:
7
Around one-fifth (19%) of US consumers also say they want customized offers on items that
are not being discounted for Black Friday – a loyalty concept that also held strong appeal for
11% of UK consumers.
What type of personalized marketing opportunities matter most to you?
%
Early access to Black
Friday sales
%
Additional discount on
top of mass promotion
%
Specialized offers relating to
previous purchases
%
Offers/Discounts on items that are not
original discounted for Black Friday
%
Other
%
Early access to Black
Friday sales
%
Additional discount on
top of mass promotion
%
Specialized offers relating to
previous purchases
%
Offers/Discounts on items that are not
original discounted for Black Friday
%
Other
US
UK
Answered: 1082 Skipped: 1503
Answered: 509 Skipped: 132
Key findings: how will shoppers make their
purchases?
Digital dominates – smartphones are becoming the purchasing
platform of choice
Once again, desktop/laptops are the devices most US (35%) and UK (45%) consumers will
leverage to make their Black Friday purchases. But the dominance of the desktop/laptop is
falling fast – last year 60% of US and 54% of UK consumers planned to use them to shop.
This year’s survey findings confirm the growing dominance of the mobile device as the
consumer shopping device of choice – as online shopping accelerates, so does the use of
smartphones to make purchases. Almost one-third of UK (31%) and over a quarter of US
respondents (26%) plan to use their smartphone to make Black Friday purchases – up from
% (UK) and % (US) last year.
8
What is your primary channel for purchase for Black Friday shopping?
%
Other
%
In store
%
%
Computer
%
%
Catalogs
%
%
Smart phone
Tablet
%
%
Answered: 1042 Skipped: 1543
US
Answered: 510 Skipped: 131
UK
%
%
The appeal of tablet devices appears to be stalling. This year % of UK shoppers plan to
make purchases on a tablet – a significant drop compared to 29% in 2016 - while just 9% of
US shoppers will using their tablet to shop online (compared to 20% in 2016).
While just 9% of UK consumers plan to take a day off work to go shopping in person this
Black Friday, an impressive 24% of US consumers have every intention of hitting the brick-
and-mortar stores to make their purchases this upcoming holiday season – having already
conducted online research before heading out the door.
Key findings: consumers demonstrate their
omnichannel credentials
Shoppers choose to go omnichannel first and foremost
In recent years, Black Friday has been viewed as an increasingly digital shopping event.
However, the 2017 research reveals that around one-third of US (36%) and UK (31%)
consumers are planning to conduct their Black Friday shopping activities both in-store
and online.
9
That’s a big jump from last year, when just 18% of US consumers and 11% of UK consumers
said they would divide their shopping activities equally between digital and physical channels.
The findings also show that a hard core of 9% of US consumers and % of UK consumers
intend to shop online only – with a further 25% of US consumers and 31% of UK consumers
saying this year they anticipate mostly shopping online.
However, the excitement of the physical store experience still retains a strong appeal for many
Black Friday bargain hunters – that’s especially true for the 28% of US shoppers who say they
only or mostly plan to shop in-store (compared to 17% of UK shoppers) this shopping holiday.
Perhaps that’s because 10% of US shoppers want to see, touch, and feel products before
buying them and prefer to see Black Friday merchandise in-store before making a decision
to purchase.
How much time do you plan to spend shopping in store vs online, this coming
Black Friday?
%I plan to shop online but
pick up from store
%
I mostly plan to
shop online
%
%
I plan to shop in store
and online equally
%
%
I only plan to
shop online
%
%
I only plan to shop
in store
I mostly plan to
shop in store
%
%
Answered: 1085 Skipped: 1500
US
Answered: 513 Skipped: 128
UK
%
%
.
10
Consumer attitudes towards buying online and picking up
in-store
Retailers should grasp the opportunity presented by the fact that, when it comes to hunting
down Black Friday bargains, consumers value the availability of convenient ‘buy online – pick
up in-store’ omnichannel services.
For most US (%) and UK (75%) consumers, the ability to buy online and pick up in-store
on Black Friday is perceived as helpful, with 8% of US shoppers and 11% of UK shoppers
saying they will only shop on websites where this facility is available.
How important is it that you can buy a product online and pick it up in the store?
%
I only shop on sites where I
can pick it up in store
%
It is helpful to be able to buy
on line and pick u pin store,
but not required
%
I have never tried to buy
online and pick up in store
%
What is buy online pick up in store?
%
I only shop on sites where I
can pick it up in store
%
It is helpful to be able to buy
on line and pick u pin store,
but not required
%
I have never tried to buy
online and pick up in store
%
What is buy online pick up in store?
US
UK
Answered: 1080 Skipped: 1505
Answered: 511 Skipped: 130
11
Consumers do their digital homework – any which way they can
When it comes to researching potential interest areas or getting up to speed with deals and
offers, there were some distinctive differences between US and UK respondents in relation to
the channels they use to gain Black Friday intelligence.
The desktop/laptop computer reigned supreme as the top research tool for % of UK
consumers, with smartphones coming a close second (38%). For US consumers, the
smartphone (%) was the research implement of choice, closely followed by a desktop/
laptop device (34%).
While digital outlets are more dominant in the UK, traditional media still has significant weight in
the US. Interestingly, an impressive 12% of US respondents say they rely on catalogs, flyers, and
newspaper advertisements to discover deals (contrast this with less than 1% of respondents
in the UK), with a further 4% depending primarily on cable/television adverts to get updates on
what’s hot – and what’s not – for Black Friday (compared to just 1% of UK consumers).
What is your primary channel to get new ideas and do research for Black Friday shopping?
%
TV
%
In store
%
%
Computer
%
%
Catalogs / Flyers /
Newspaper Advertisement
%
Other
%
%
%
Smart phone
Tablet
%
%
Answered: 1042 Skipped: 1543
US
Answered: 510 Skipped: 131
UK
%
%
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Key findings: how consumers plan to shop,
what they intend to buy – and how much
they’ve got to spend
Consumers plan to shop in more online categories than last year
– and have more to spend on purchases
Do you expect any changes in the way you shop compared to last Black Friday?
I plan to shop in
more categories
I plan to shop in
fewer categories
I plan to shop have a
higher budget than
before
I plan to shop have a
lower budget than
before
Online In Store No different
US
UK
%%
%
%%
%
%%
%
%%
%
I plan to shop in
more categories
I plan to shop in
fewer categories
I plan to shop have a
higher budget than
before
I plan to shop have a
lower budget than
before
%%
%
%%
%
%%
%
%%
%
Answered: 1042 Skipped: 1543
Answered: 510 Skipped: 131
When questioned if the way they shop will be different this year, UK (48%) and US (%)
respondents say they are planning to shop across more product categories when making
online purchases – furthermore, 36% of UK and 24% of US respondents say they have a
higher budget to spend this year.
Despite a loyal core of consumers who say they are determined to head in-store to make
purchases, around a quarter of US (27%) and UK (%) consumers plan to shop across
fewer categories in-store.
13
Asked to evaluate what’s driving this change in their shopping behaviors, the relative ease
and convenience of online shopping topped the list of reasons for 26% of US and 38% of
UK respondents.
This growing preference for online channels appears to be fuelled by the perception that it’s
easier to find better deals online (15% UK shoppers; 9% US shoppers) and a belief that stores
will be simply too chaotic to venture into (13% US shoppers; 12% UK shoppers).
What do you think is causing this change in your shopping behavior?
%I prefer to see
merchandise in store
%
I get better deals by
shopping in stores
%
%
I get better deals by
shopping online
%
%
The stores are
too chaotic
%There won’t be a
change in my behavior
%
%
%
Shopping is a social
event for us
%
%
Shopping online is
just easier
I don’t have time to go
shopping in stores
%
%
Answered: 1042 Skipped: 1543
US
Answered: 510 Skipped: 131
UK
%
%
14
What’s trending: US and UK consumer shopping category
preferences vary
In contrast to last year’s findings when the top three shopping categories for both US and UK
consumers were #1 Consumer Electronics, #2 Toys, #3 Clothing, when asked to identify which
product categories they plan to shop this Black Friday, there were some interesting variations
observed between US and UK consumer predilections:
• Consumer electronics topped the list for both US (58%) and UK (52%) shoppers, with
Clothing coming a close second (% in the US; 52% in the UK)
• Shopping for Movies, Books, and Music is the #3 priority for 33% of US consumers, while
Beauty and Fragrances stole the third spot with 42% of UK shoppers
• With Christmas looming, it’s probably no surprise that Toys holds a strong appeal for both
US (%) and UK (36%) consumers.
Which of the following product categories will you be shopping for this Black Friday?
% Beauty & fragrances
Answered: 1042 Skipped: 1543
Answered: 510 Skipped: 131
% Car
% Clothing
% Consumer electronics Furniture %
Grocery / Beverages %
Home furnishings %
Kitchen appliances %
Toys %
Movies / Books / Music %
% Don’t know
% Other
US
% Beauty & fragrances
% Car
% Clothing
% Consumer electronics Furniture %
Grocery / Beverages %
Home furnishings %
Kitchen appliances %
Toys %
Movies / Books / Music %
% Don’t know
% Other
UK
15
While shoppers predictably intend to hunt down deals in traditional ‘big ticket ‘product
categories - like Kitchen Appliances, Home Furnishings, Furniture and Cars – it’s significant
that 20% of UK consumers and around 12% of US consumers also anticipate shopping for
offers in categories like Grocery and Beverages.
How much will consumers spend? Impressive shopping budgets
are up for grabs
While the majority of consumers surveyed had a budget in mind for their Black Friday
shopping spree, an impressive number of US (34%) and UK (27%) respondents intend to buy
the things they want – or what grabs their fancy - without worrying about cost. These potential
‘floating’ shoppers offer ripe opportunities if retailers are able to target enticing offers that
drive interest and generate conversions.
What is your total budget for Black Friday shopping?
Answered: 1042 Skipped: 1543
Answered: 510 Skipped: 131
% I don’t have a budget,
I just buy the things I want
% $1000 or more
% $750
% $500$400 %
$200 %
$150 %
$300 %
$100 %
% I don’t have a budget,
I just buy the things I want
% £1000 or more
% £750
% £500
£400 %
£200 %
£150 %
£300 %
£100 %
US
UK
16
For those consumers taking a more considered approach, an impressive array of budgets
appear to have been allocated for purchases this Black Friday:
• 21% of UK consumers plan to spend between £100-£150, with 10% of US consumers
looking to spend between $100-$150
• % of US shoppers plan to spend between $200-$300, with % in the UK looking to
spend between £200-£300
• 12% of US consumers plan to spend $500, while a further 5% have ring fenced funds of
$750 - and an impressive 9% expect to spend $1000 or more
• 7% of UK shoppers have a budget of £400, with a further 9% expecting to spend in the
region of £500 – a further % say they anticipate spending £1000 or more during Black
Friday events.
This marks an increase in overall budgets available to spend compared to last year. For
example, in 2016 just 7% of US consumers anticipated spending $1000 and the highest
budget response in the UK was £150-£200 from 5% of respondents.
Conclusion
More engaged and with more money to spend, consumers indicate they intend to make the
most of every shopping opportunity they’re presented with this Black Friday.
Black Friday consumer sentiment is overwhelmingly positive, so retailers will need to ensure
they don’t undermine what is becoming the most popular event in the shopping calendar.
That means retailers and brands need to ‘keep it real’ with meaningful offers and promotions
that resonate with consumers. With consumer confidence currently riding high, ongoing
promotional energy, increased personalized marketing, and the right markdown strategy
should positively motivate customers to shop.
• Streamlined omnichannel journeys and connecting the physical and digital
experience will be critical – armed with smartphones and desktop/laptop computers,
today’s consumers are doing their homework and researching purchases before they head
in-store or online. Consumers of every age enjoy the buzz of shopping in the ‘real world’.
That’s especially true for American consumers, who value the tactile experiences offered by
physical stores – and the opportunity to check out the qualities of the products they intend
to purchase. Retailers must not lose sight of their physical store strategy, understanding
which product categories consumers want to shop for in-store vs. online. The retailers who
can tie them together will win the game.
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• Communicate the offer clearly, in every channel – bombarded with information and
options, consumers are looking for the personal touch that speaks to their needs and
expectations. While mass discount offers create awareness and excitement, consumers
would welcome personalized offers and loyalty rewards that steer them to the merchandise
that’s right for them – at a price that engages them to act. Retailers and brands able to
leverage analytics on an individual customer’s known research interest areas (individual
items and the wider product categories they explore) will be well-positioned to create
customized offers or personalized marketing messages that increase sales.
About Periscope® By McKinsey
Founded in 2007, the Periscope® By McKinsey platform combines world-leading intellectual
property, prescriptive analytics, and cloud-based tools with expert support and training.
It’s a unique combination that drives revenue growth, both now and into the future. The
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Customer Experience Solutions, Category Solutions, Pricing Solutions, Performance
Solutions, and Sales Solutions. These are complemented by ongoing client service and
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To learn more about how Periscope’s solutions and experts are helping businesses continually
drive better performance, visit
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