HPU Poll: Majority of North Carolinians Won’t Shop on Black Friday

HIGH POINT, N.C., Nov. 23, 2015 – The High Point University Poll has found that an overwhelming majority (76 percent) of North Carolinians do not plan to shop on the Friday after Thanksgiving, known as Black Friday. Almost the same number of respondents (78 percent) will be staying out of the stores on Thanksgiving Day as well. This sentiment is echoed when asked their opinion about businesses that require their employees to work on Thanksgiving Day. A majority of respondents (69 percent) disapproved of businesses that mandate the holiday for employees.

“Consumers like to do business with companies that share the same values that they have,” says Dr. Jennifer Burton, assistant professor of marketing at HPU. “Therefore, the HPU Poll suggests that companies will not experience the customer and sales volumes that they expect by staying open long hours on Thanksgiving and Black Friday. Large crowds are another turnoff for customers. These are the reasons that retailers experienced an 11 percent decline in consumers and a 5 percent decrease in sales over the 4-day holiday weekend in 2014. This is also why there is an increase in the percentage of consumers shopping online.”

When North Carolinians do shop for the holidays, they plan to do most of their shopping at brick and mortar stores (51 percent) versus solely online (27 percent).

“The question still remains whether stores will bring in the same amount of profits on Black Friday because people are more likely to spend time with their families on Thanksgiving and the day after,” says Dr. Daniel Hall, assistant professor of economics at HPU.

A majority (57 percent) of North Carolinians say they’ll spend the same amount of money on the holidays this year compared to last year. When asked how much they plan to spend, the poll found that on average, $1,009 will be spent on gifts, food, decorations and other items related to the holidays.

“The North Carolinians we surveyed are planning to go out to the stores to spend their money this year,” says Brian McDonald, assistant director of the HPU Poll and adjunct professor. “They will only spend about the same as last year, and most will wait until after the Thanksgiving weekend.”

All adults – Holiday Shopping (November 2015)

As you know, the Friday after Thanksgiving is one of the biggest shopping days of the year. Looking ahead, do you personally plan on shopping on the Friday after Thanksgiving, or not?  

Yes – 22 percent

No – 76 percent

Don’t know – 2 percent

(All adult (North Carolina resident) sample surveyed November 7 – 12, n = 610 and margin of sampling error approximately = +/- 4 percent)

Do you plan to do most of your holiday shopping in bricks and mortar stores or online this year?

Bricks and mortar stores – 51 percent

Online – 27 percent

Both equally – 14 percent

Don’t know/refused – 8 percent

(All adult (North Carolina resident) sample surveyed November 7 – 12, n = 610 and margin of sampling error approximately = +/- 4 percent)

Do you plan to shop in any stores that will open on Thanksgiving Day?HPU Poll - Thanksgiving Day Shopping - Nov. 2015

Yes – 18 percent

No – 78 percent

Don’t know/refused – 4 percent

(All adult (North Carolina resident) sample surveyed November 7 – 12, n = 610 and margin of sampling error approximately = +/- 4 percent)

Some businesses do not require employees to work on the Thanksgiving Holiday, but others do require their employees to work on Thanksgiving. Do you approve or disapprove of businesses that require employees to work on the Thanksgiving Holiday?HPU Poll - Working on Thanksgiving Day - Nov. 2015

Approve – 25 percent

Disapprove – 69 percent

Don’t know/refused – 6 percent

(All adult (North Carolina resident) sample surveyed November 7 – 12, n = 610 and margin of sampling error approximately = +/- 4 percent)

Thinking ahead to the holiday season, how much do you think that you will spend this year on gifts, food, decorations and other items related to your celebration of the holidays?

Mean (average): $1009*

*Calculated based on n=542 numeric responses.

Do you think that you will spend more, less or about the same as last year on gifts, food, decorations and other items related to your celebration of the holidays?HPU Poll - Holiday Spending - Nov. 2015

More – 24 percent

Less – 19 percent

About the same – 57 percent

Don’t know/refused – 1 percent

(All adult (North Carolina resident) sample surveyed November 7 – 12, n = 610 and margin of sampling error approximately = +/- 4 percent)

The most recent HPU Poll was fielded by live interviewers at the High Point University Survey Research Center calling on Nov. 7 – 12, 2015. The responses from a sample of all North Carolina counties came from 610 adults with landline or cellular telephones. The Survey Research Center contracted with Survey Sampling International to acquire this sample. The survey has an estimated margin of sampling error of approximately 4 percentage points for all adult respondents. The data is weighted toward population estimates for cellular and landline telephone use, age, gender and race. In addition to sampling error, factors such as question wording and other methodological choices in conducting survey research can introduce additional error into the findings of opinion polls. Details from this survey are available at http://www.highpoint.edu/src/files/2015/11/42memoB.pdf.

Further results and methodological details from the most recent survey and past studies can be found at the Survey Research Center website at http://www.highpoint.edu/src/. The materials online include past press releases as well as memos summarizing the findings (including approval ratings) for each poll since 2010.

The HPU Poll reports methodological details in accordance with the standards set out by AAPOR’s Transparency Initiative, and the HPU Survey Research Center is a Charter Member of the Initiative. For more information, see http://transparency.aapor.org/index.php/transparency.

You can follow the HPU Poll on Twitter at https://twitter.com/HPUSurveyCenter.

Dr. Martin Kifer, assistant professor of political science, serves as the director of the HPU Poll, and Brian McDonald serves as the assistant director of the HPU Poll.

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