HPU Poll: More North Carolinians Will Shop on Black Friday This Year

HIGH POINT, N.C., Nov. 20, 2019 – A recent High Point University Poll found 38% of North Carolinians plan to shop on the Friday after Thanksgiving, known as Black Friday. Just over half (53%) of residents polled said they will not shop on Black Friday this year.

According to the 2018 HPU Poll, 31% of people said they would shop on Black Friday, compared to 59% 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, they are split as to whether they plan to do most of their shopping at brick-and-mortar stores (24%) or online (32%). An additional one-third (33%) of respondents said they will do both equally. The proportion of shoppers going online hasn’t changed must since last year, when 35% said they would do most of their shopping online, and 25% said they would do most of their shopping at brick-and-mortar stores, according to the 2018 HPU Poll.

“The increase could be coming from more consumers also declaring online shopping as a Black Friday shopping activity,” says Dr. Daniel Hall, chair and associate professor in HPU’s economics department. “Compared to the 2018 survey results, respondents indicated that overall shopping and the level of brick-and-mortar shopping will be about the same, so the increase could simply be more online shopping on Black Friday.”

Over half (54%) of poll respondents said they’ll spend the same amount of money on the holidays this year compared to last year. About 22% of respondents said they will spend more than last year. When asked how much they plan to spend, the poll found that on average, respondents will spend $949 on gifts, food, decorations and other items related to the holidays.

More than half of North Carolinians (57%) said the holiday season does not make much difference in the stress in their lives, and 10% said they experience less stress in their lives during the holidays. The most recent HPU Poll finds 31% said they will experience more stress in their lives during the holidays.

Of poll participants, 33% said they are more likely to give to charities during the holiday season, while just over half (51%) said the holiday season does not make a difference either way in their charitable giving. This observation hasn’t changed much from the 2018 HPU Poll where 36% of poll participants said that they are more likely to give to charities during the holiday season, while 48% said the holiday season does not make a difference either way in their charitable giving.

“Over half of North Carolinians are telling us that the holiday season doesn’t make much difference in their stress levels,” says Brian McDonald, associate director of the HPU Poll and adjunct professor. “However, larger percentages are still saying that the holidays do not make much difference in their stress level or charitable gifts.”black friday shopping

All adults – Friday After Thanksgiving (November 2019)

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 – 38%

No – 53%

Don’t know – 10%

(All adult North Carolina resident phone and online sample, surveyed Nov. 1 – 7, 2019, n = 1049 and credibility interval of +/- 3.6%)

All adults – Most Holiday Shopping (November 2019)

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

Bricks-and-mortar stores – 24%

Online – 32%

Both equally – 33%

Don’t know/refused – 11%

(All adult North Carolina resident phone and online sample, surveyed Nov. 1 – 7, 2019, n = 1049 and credibility interval of +/- 3.6%)

All adults –Holiday Spending (November 2019)

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): $949*

*Calculated based on n=939 numeric responses.

(All adult North Carolina resident phone and online sample, surveyed Nov. 1 – 7, 2019, n = 1049 and credibility interval of +/- 3.6%)

All adults –Holiday Spending (November 2019)

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 – 22%

Less – 19%

About the same – 54%

Don’t know/refused – 5%

(All adult North Carolina resident phone and online sample, surveyed Nov. 1 – 7, 2019, n = 1049 and credibility interval of +/- 3.6%)

All adults –Holiday Stress (November 2019)

Generally speaking, do you think that you experience more stress in your life during the holiday season, less stress or does the season not make much difference either way?

More stress – 31%

Not much difference either way – 57%

Less stress – 10%

Don’t know/refused – 3%

(All adult North Carolina resident phone and online sample, surveyed Nov. 1 – 7, 2019, n = 1049 and credibility interval of +/- 3.6%)

All adults –Holiday Giving (November 2019)

Thinking about your own giving to charity during the holiday season, would you say you are more willing to give to charity during the holiday season, less likely to give to charity, or does the holiday season not make a difference one way or the other?

More likely to give – 33%

Less likely to give – 10%

Does not make much difference either way – 51%

Don’t know/refused – 6%

(All adult North Carolina resident phone and online sample, surveyed Nov. 1 – 7, 2019, n = 1049 and credibility interval of +/- 3.6%)

The most recent HPU Poll was fielded by live interviewers at the High Point University Survey Research Center calling on Nov. 1 – 7, 2019 and an online survey fielded at the same time. The responses from a sample of all North Carolina counties came from 1049 adults interviewed online (801 respondents) as well as landline or cellular telephones (248 respondents). The Survey Research Center contracted with Dynata, formerly Research Now SSI: https://www.dynata.com/ to acquire these samples, and fielded the online survey using its Qualtrics platform. This is a combined sample of live phone interviews and online interviews. 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 3.6 percentage points to account for a traditional 95% confidence interval for the estimates (plus or minus 3 percentage points) and a design effect of 1.2 (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/2019/11/68memoA.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.

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