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Survey: Shoppers to spend more, hit sales before Black Friday

November 14, 2018

Not only will consumers spend 5 percent more this holiday shopping season than last, half expect to do that shopping before the big Black Friday events.

The increase in spend is due to strong consumer confidence and low unemployment, according to Brand Keys' annual survey of 11,625 consumers. The average household will spend $985 this year on holiday gifts, and a good number will be gift cards as nearly all polled, 96 percent, expected to buy at least one this year.

The survey noted that pre-Black Friday shopping is now the "new normal" for the holidays and, in response, retailers have acknowledged the shift by launching earlier and earlier "Black Friday-like" sales.