Consumer Behavior

Black Friday high spend levels continue this holiday season

Photo: Adobe Stock

November 15, 2023

American plans to maintain their high spending levels this Black Friday with 42% delaying purchases in the run-up to the holiday sales event.

A hefty number of American consumer, 81%, use Black Friday as a strategy to find bargains on items they are gifting to others on Christmas.

Those are to findings from the US Q4 Shopper Trends Report from Attest, a consumer research platform, which surveyed 2,000 nationally representative US consumers.

Additional findings include:

• Americans plan to spend $101-$200 on Black Friday 2023, followed by $201-$300 while just over one in 10 won't participate in the retail event this year.
• Precautions regarding in-person shopping due to the pandemic have all but faded in the majority of consumers' minds. Last year, 35% of Black Friday shoppers said they would shop exclusively online, but eight in 10 (82%) plan to start before December, which is a 60% increase from 2022 data.
• The average American will spend around $200-$250 on Christmas presents.