If it's in the News, it's in our Polls. Public opinion polling since 2003.


Tuesday, November 25, 2014

What America Thinks: Black Friday

Black Friday's coming, and with it, the holiday shopping season kicks into overdrive. How do people feel about the biggest spending day of the year and the commercial frenzy in the weeks ahead? We decided to find out what America thinks.

It’s still early, so just a third of Americans have started their holiday gift shopping—though six percent (6%) are already done. Clearly they fall into the 44% of Americans to like to finish their holiday shopping early. The other 47% of us tend to wait until the last minute.

In a glimpse of improving consumer confidence, 16% say they’ll spend more on gifts this year than they did last year, up from previous years. Forty-four percent (44%) still plan to spend less, though that’s down from 50% who said the same a year ago.

But when will they spend that money? Most Americans aren’t likely to go shopping the day after Thanksgiving to take advantage of Black Friday sales deals, and they’re even less likely to shop on the holiday itself. As a matter of fact, 44% are less likely to shop at a store that opens on Thanksgiving Day to get a jump on the deals. As it is, nearly three-quarters of Americans think stores start the Christmas season too early. Many major retailers have had Christmas trees in their aisles since before Halloween and started piping in the holiday tunes as soon as the calendar hit November 1.

Aside from a few early birds, the holiday shopping season is just beginning, and we’ll continue to keep you updated on how America’s doing as we get closer and closer to Christmas.

For Rasmussen Reports, I’m Alex Boyer. Remember, if it’s in the news, it’s in our polls.