• Cyber Monday Purchasing Power
    • 55% of adults plan to make purchases
    • Average spend per shopper on goods/merchandise: $241.30
    • 95% of shoppers to leverage omnichannel Thanksgiving weekend
  • Cyber Monday Shoppers Choose Physical and Digital
    • 39% will spend in physical stores/ establishments
    • 54% will spend online with retailers who have a physical presence
    • 68% will spend at physical retailers’ brick-and-mortar locations and online channels
    • 55% will spend at pure online retailers
  • Which Demographics Spend Most
    • Baby Boomers to spend most ($275.20)
    • Followed by Millennials ($233.30)
    • Gen Xers come in close third ($230.70)
    • By income, highest spenders live in households earning $75-100k

CONTEXT: “Winning omnichannel retailers embrace both clicks AND bricks, leveraging the relationship and logistical benefits of their physical store network while using technology to simplify and enhance the shopping experience,” said ICSC President and CEO Tom McGee. “As we prepare for one of the season’s key spending weekends, we expect to see more retailers looking for ways to engage consumers in-store and online to make the most out of their omnichannel strategy.”  

METHODOLOGY: The 2016 ICSC Black Friday Shopping Study was conducted by Opinion Research Corporation on behalf of ICSC from November 3-6, 2016. The survey represents a demographically representative U.S. sample of 1,022 adults of 18 years of age and older.