Consumer Behavior
US shoppers not too confident about Black Friday supposed lower prices
November 20, 2024
American consumers are skeptical when it comes to retailers' discounting claims this Black Friday, according to an Attest report that polled 2,000 U.S. consumers.
The data also revealed 44% will use an AI shopping assistant this Black Friday, while nearly half (48%) will rely on generative AI for gifting and shopping inspiration and most consumers plan to spend $101-$200 this year, according to a press release on the findings.
Online-only shopping on Black Friday is predicted to increase this year, according to the survey. Of those who plan to shop on Black Friday, 26% will make purchases exclusively online, which is an increase of 6 percentage points compared with last year. Meanwhile, well over half (58%) will shop both online and in-store.
