HPU Poll: Fewer North Carolinians Will Shop on Black Friday This Year Than Last

HIGH POINT, N.C., Nov. 24, 2020 – A recent High Point University Poll found 31% of North Carolinians plan to shop on the Friday after Thanksgiving, known as Black Friday. Just over half (54%) polled say they will not shop on Black Friday this year, while 15% are unsure.

According to the 2019 HPU Poll, 38% of people said they would shop on Black Friday, compared to the 53% who said they were not going to shop. Only 10% said they weren’t sure if they were shopping on Black Friday this year.

When North Carolinians do shop for the holidays, only 13% plan to do most of their shopping at brick-and-mortar stores, while 44% plan to do most of their shopping online. An additional 30% of respondents say they will do both equally.

The proportions of shoppers going online and not shopping in stores have changed significantly since last year, when 32% said they would do most of their shopping online, and 24% said they would do most of their shopping in brick-and-mortar stores, according to the 2019 HPU Poll.

This change may be a result of the concern people are expressing about the risks associated with COVID-19. Almost two out of five (39%) of respondents said their views of COVID-19 affected their holiday shopping this year a lot. About one-third (35%) say that COVID-19 has affected their views a little bit, and only 21% say not at all.

“COVID-19 has accelerated a pre-existing trend shifting away from brick-and-mortar stores and toward online shopping,” says Dr. Daniel Hall, chair and associate professor in HPU’s economics department. “COVID-19 has also blurred this line as there have been increasing options for brick-and-mortar curbside pickup and delivery options for purchases made online. Before COVID-19, this process would be described as ‘creative destruction’ by economists, but now ‘destructive creation’ might be more accurate.”

Almost the same proportion of North Carolinians say they will spend less (38%) or about the same amount of money (39%) on the holidays this year compared to last year. Only about one in five (19%) respondents say they will spend more than last year. When asked how much they plan to spend, the poll found that on average, respondents will spend approximately $1,059 on gifts, food, decorations and other items related to the holidays.

“Most of the North Carolinians we surveyed will spend the same or less than last year on the holidays,” says Brian McDonald, associate director of the HPU Poll and adjunct professor. “And a majority of poll respondents told us that COVID-19 has affected their holiday shopping this year in some regard.”

All adults – Friday After Thanksgiving (November 2020)

Now I would like to ask you some questions about holiday shopping this year.

As you may 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 – 31%

No – 54%

Unsure – 15%

(All adult North Carolina resident online sample, surveyed Nov. 17 – 21, 2020, n = 1000 and credibility interval of +/- 3.2%)

All adults – Most Holiday Shopping (November 2020)

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

Brick-and-mortar stores – 13%

Online – 44%

Both equally – 30%

Unsure – 13%

(All adult North Carolina resident online sample, surveyed Nov. 17 – 21, 2020, n = 1000 and credibility interval of +/- 3.2%)

All adults –Holiday Spending (November 2020)

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): $1,059

*Calculated based on n=804 numeric responses.

(All adult North Carolina resident online sample, surveyed Nov. 17 – 21, 2020, n = 1000 and credibility interval of +/- 3.2%)

All adults –Holiday Spending (November 2020)

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?

More – 19%

Less – 38%

About the same – 39%

Unsure – 5%

(All adult North Carolina resident online sample, surveyed Nov. 17 – 21, 2020, n = 1000 and credibility interval of +/- 3.2%)

All adults – COVID-19 and Holiday Spending (November 2020)

How much have your views of COVID-19, the coronavirus, affected your holiday shopping this year?

A lot – 39%

A little bit – 35%

Not at all – 21%

Unsure – 5%

(All adult North Carolina resident online sample, surveyed Nov. 17 – 21, 2020, n = 1000 and credibility interval of +/- 3.2%)

The most recent HPU Poll was fielded by live interviewers at the High Point University Survey Research Center calling on Nov. 17 – 21, 2020 and an online survey fielded at the same time. The responses from a sample of all North Carolina counties came from 1000 adults interviewed online. The Survey Research Center contracted with Lucid (https://luc.id/)  to acquire this sample, and fielded the online survey using its Qualtrics platform. The online sampling is from a panel of respondents, so their participation does not adhere to usual assumptions associated with random selection. Therefore, it is not appropriate to assign a classical margin of sampling error for the results. In this case, the SRC provides a credibility interval of plus or minus 3.2 percentage points to account for a traditional 95% confidence interval for the estimates (plus or minus 3.1 percentage points) and a design effect of 1.06 (based on the weighting). The data is weighted toward population estimates for age, gender, race/ethnicity, and education level based on U.S. Census numbers for North Carolina. 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/2020/11/77memoA.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, chair and associate professor of political science, serves as the director of the HPU Poll, and Brian McDonald is the associate director of the HPU Poll.

Share Button

Related Posts