Survey: More Shoppers Intend to Stay Home Black Friday Weekend

“Look for Black Friday to morph into Cyber Friday,” said Market Track director
October 11, 2017Andrea Lillo

Market Track logoCHICAGO—E-commerce will continue to affect in-store sales this Thanksgiving and Black Friday, as shoppers expect to head online instead—and more than 80 percent of them plan to shop online at Amazon, up from 74 percent in 2016, a survey from Market Track found.

Those that do plan on shopping in stores cited Walmart as their top destination, the survey reported.

Polling 1,000 people nationwide, the survey found only 30 percent of shoppers said they planned to shop in stores on Thanksgiving, compared to 50 percent last year.

“The decline in both store traffic and positive consumer sentiment towards Black Friday in-store events is well-documented. The reality is the battlefront has shifted to digital commerce, and that trend is only going to pick up steam,” said Ryne Misso, director of marketing at Market Track, a provider of advertising, promotional, brand protection and pricing intelligence solutions. “This holiday season, look for Black Friday to morph into Cyber Friday, where the top deals and unique shopping experiences will take place, perhaps first and foremost, online.”

Market Track cited several retail trends gaining ground this holiday season. One is making fulfillment easier, as technology has enabled the shopper to buy anywhere at anytime, and retailers will strive to make purchasing seamless, whether it is on the phone, on social media, in the store or another channel. Voice commerce will also grow as Amazon, Walmart and Google integrate this feature into their holiday shopping experiences.

Market Track also believes Amazon will leverage the grocery category, incentivizing holiday gift purchases with offers on food and beverages. In addition, physical stores will become more experiential, demonstrating virtual reality technology or having coffee tastings, for example.

Andrea LilloAndrea Lillo | Fashion Editor

Andrea Lillo has written about a variety of topics, from beer gardens in Queens to kitchen design trends to residential caves. Having joined Home Furnishings News in 2006, she serves as Fashion Editor.


  • Von Tobel Cites Brass Textures Among Top Trends

    Camera Icon   More Videos

Subscribe to
HFN Omnichannel
Receive the news you need to know about the trends in the industry delivered right to your inbox.

Current Issue

  • HFN cover for September 2017


    September 2017


    2017 State of the Industry Report
    Cautious Optimism, Mixed Results

    Many expected 2016 would be a banner year, but the political and economic climate softened consumer confidence. It was also a year consumers spent more lavishly on home remodeling rather than decorating.


    •  TJX Unveils First U.S. Homesense Store - In a time when retailers are reducing store counts, TJX continues to get physical.
    •   Ikea’s Fluid Spaces - The retailer’s new intros reflect multifunctional rooms.
    •  N.Y. Home Fashions Market Preview - Textile textures get soft and cozy, colors warmer.