data released today by the Consumer Electronics Association found that 61 percent of U.S. adults plan to shop during the
Thanksgiving holiday, the biggest shopping weekend of the year. CEA’s “Pre-Black Friday Survey”
also found that 31 percent of shoppers plan to buy consumer electronics products this weekend. Among those planning to purchase
electronics, most—30 percent—expect to buy a tablet computer, followed
closely by laptop computers (29 percent), video game consoles (29
percent) and televisions (22 percent).
“Buying tech during Black Friday
has become the new Thanksgiving weekend tradition,” said Shawn
DuBravac, CEA’s chief economist and senior director of research. “Tech
is vying to surpass other popular product categories, such as clothing,
this holiday shopping weekend. New product announcements in gaming,
computing and mobile devices, coupled with generally improving economic
conditions, are driving consumer excitement to get out and shop.”
CEA’s study found that Black Friday
is expected to be the busiest shopping day of the weekend. Overall,
the highest percentage—37 percent—of U.S. adults plan to shop this Friday, with Small Business Saturday—35 percent—and Cyber Monday—26 percent—as the next most popular shopping days of the weekend.
The fewest number of individuals—13 percent—plan to shop
on Thanksgiving Day this year, on par with 2012. More than half
of consumers—54 percent—indicate they think retailers are opening stores too early
on Thanksgiving, with 36 percent who don’t.
Americans plan to spend $258 on average this weekend, 18
percent higher than expectations heading into the 2012 Thanksgiving
While mobile connected devices will be among the most wanted gifts this holiday season,
shoppers also plan to use these devices and others to help them
research sales and discounts. Overall, 67 percent of U.S. adults will
use an CE device to help them shop this weekend. Consumers plan to use
laptops (38 percent) to learn about sales and discounts followed by
smartphones (34 percent), desktops (31 percent) and tablets (21
percent). Thirty-seven percent of U.S. adults will use their CE device
to make online purchases either by website or app, up ten percentage
points from last year.
When deciding where to purchase CE products this weekend,
consumers overwhelmingly indicated price was the more important
consideration (69 percent) over ease of shopping (19 percent) while 11
percent indicated both are equally important.
The survey represents the findings of a quantitative study administered via
telephone interviews between Nov. 21 and 24, 2013 to two national
probability samples, which, when combined, consists of 1,002 U.S.
adults; 652 interviews were conducted by landline phone, and 350
interviews by cellphone. The margin of sampling error
at 95 percent confidence for aggregate results is +/- 3.1