Most Americans think Thanksgiving should be sales-free. They’ll only buy this holiday weekend if they can grab a deal. And for millennials, Cyber Monday is the new Black Friday.
Those are some of the top takeaways from a new USA TODAY/Ipsos Poll looking at how people plan to shop this holiday season.
Thanksgiving weekend is the unofficial kickoff to the end-of-year shopping frenzy, and Americans will be hunting for deals. Among those shopping online or heading to a store Black Friday, 77% say they will only make a purchase if the item is on sale, and 75% say the same when it comes to reaching for their wallets on Cyber Monday.
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Clothing is at the top of end-of-year shopping lists. And while 37% say they will shop more on their tablets, laptops and smartphones on Black Friday as compared to the 29% who intend to shop more at an actual store, 4 out of 10 Americans will evenly split their shopping between stores and online sites during the overall season.
For many millennials, the holiday shopping rush will kick off Cyber Monday when 65% intend to start ticking off their lists, as compared to Black Friday, when 57% will start making their purchases.
Cyber Monday is also prime time for parents to treat themselves, with 51% saying that’s the day they’ll buy mostly what they personally want versus the rest of the season when they’ll primarily pick out items for others.
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And while Americans are focused on shopping, there are still certain times that many view as off-limits.
Despite more retailers opening their doors before the Thanksgiving dinner dishes have been cleared, 63% of Americans believe sales shouldn’t kick off on the holiday.