TRENTON, NJ – A new poll suggests New Jerseyans are eagerly awaiting Black Friday, but not so they can find deals on gifts for friends and family, but for themselves.
A recent Shopify-Gallup Holiday Shopper Pulse revealed an increase in self-gifting during Black Friday and Cyber Monday, with 64% of consumers likely to purchase items for personal use. In contrast, 34% plan to stock up on household necessities.
The study, carried out between October 4-16 with a sample of 1,771 U.S. adults planning to buy holiday gifts, showed 86% aim to purchase gifts for others during these sales events. Additionally, 29% of respondents intend to use Black Friday and Cyber Monday to buy expensive items they have postponed purchasing.
Shoppers under 50 are more prone to self-gifting, with 71% indicating such intentions, as opposed to 55% of those 50 and older. This demographic is also more likely to invest in high-cost items during the sales, at 32% compared to 24% of their older counterparts.
The data suggest a shift in shopping trends, with 61% of holiday shoppers likely to shop on Cyber Monday and 41% on Black Friday, highlighting Cyber Monday’s growing prominence over its traditional counterpart.
The trend is more pronounced among shoppers under 50, with 40% planning to shop on Cyber Monday, versus 26% of those between 50-64, and 14% of those 65 or older. Black Friday plans are less disparate, with about 25% of younger shoppers and roughly 10% of older consumers likely to partake.
Parents reported a higher propensity to shop on these days, with 41% targeting Cyber Monday and 29% Black Friday, compared to 26% and 16% respectively among non-parents.
The survey also identified apparel and gift cards as the top categories for holiday purchases. Approximately 60% of participants indicated a preference for these items, while 50% will opt for food or drink-related gifts. Additionally, 45% of consumers, including 75% of parents with children under 18, are likely to buy toys, while electronics and health and beauty products are on the list for about a third of shoppers. Less popular choices include kitchen appliances at 20%, sports equipment at 14%, and home furniture at 7%.