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Deloitte: Online to Overtake In-Store on Black Friday

74% of shoppers plan to purchase exclusively on e-commerce sites over four-day Thanksgiving weekend.
Nov 25, 2020 7:20 AM   By Rapaport News
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RAPAPORT...
Online US retail sales will surpass in-store purchases on Black Friday for the first time as shoppers look to avoid crowds, according to a survey from Deloitte.

Some 74% of respondents intend to go fully digital over the Thursday-to-Monday Thanksgiving period, amid concerns over the increasing number of Covid-19 cases, the consulting firm noted Monday in its Pre-Thanksgiving Pulse Survey. In addition, 57% of those questioned admitted to feeling anxious about shopping in-store, compared to 51% in September.

Consumers also believe they will find better deals via their computer than in brick-and-mortar locations, Deloitte noted. Generation Z-ers and millennials are the most likely to buy in person, with 55% stating they intended to shop at physical locations.

Of those surveyed, 95% noted they would spend an average of $239 online, compared with 77% of respondents who would spend about $149 at shops. However, the total average spend during the Thanksgiving period will fall 3.3% year on year to $401, as consumers worry about economic instability and worsened personal and household finances.

While the way customers intend to purchase has changed, what they want to buy has remained steady, Deloitte said. Clothing and accessories — including jewelry — were the top choice, picked by 66% of respondents. That was followed by toys and hobbies, with 52% of the vote, and electronics, chosen by 49% of shoppers. Travel and dining out garnered the lowest interest, with only 14% intending to make that purchase.

Deloitte surveyed 1,200 US consumers over 18 between October 29 and November 2.

Image: A man shopping online on Black Friday. (Shutterstock)
Tags: black friday, deloitte, Pre-Thanksgiving Pulse Survey, Rapaport News, US retail sales
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