HPU Poll: North Carolinians Prefer Cyber Monday Over Black Friday

Nov 22nd, 2022

HPU Poll: North Carolinians Prefer Cyber Monday Over Black Friday

A majority say their holiday shopping budget has been lessened by inflation and rising costs.


HIGH POINT, N.C., Nov. 22, 2022 – A recent High Point University Poll found more North Carolinians plan to shop on Cyber Monday than on Black Friday.

The HPU Survey Research Center asked people in North Carolina about shopping on the Monday after Thanksgiving, known as Cyber Monday, one of the biggest online shopping days of the year. About two in five (44%) said they personally plan on shopping online the Monday after Thanksgiving. About one-third (30%) said they do not and nearly one-quarter (26%) said they were unsure.

The poll shows 28% of North Carolinians plan to shop on the Friday after Thanksgiving, known as Black Friday. Just over half (52%) polled said they will not shop on Black Friday this year, while 19% are unsure.

HPU Poll Black Friday

This finding is similar to the November 2021 HPU Poll when 28% of people in North Carolina said they would shop on Black Friday, compared to the 58% who said they were not going to shop. Only 14% said they weren’t sure if they were shopping on the Friday after Thanksgiving that year.

When asked about choosing between the two, the Friday after Thanksgiving or Cyber Monday, more poll respondents said they would be shopping Cyber Monday (40%), while a smaller percentage (20%) said the Friday after Thanksgiving. About one-quarter (25%) of poll respondents said neither day.

When North Carolinians do shop for the holidays, only 14% plan to do most of their shopping at brick-and-mortar stores, while 33% plan to do most of their shopping online.

An additional 39% of respondents say they will do both equally.

A majority (51%) of North Carolina residents said they will start their holiday shopping about the same time as any other year. About one-quarter of (27%) said they will start holiday shopping earlier than usual this year, while fewer (14%) said they will start shopping later.

“The pattern of increasing online purchases will continue this holiday season because of consumer convenience,” said Jerry Fox, associate professor of economics. “However, overall holiday spending, as supported by the HPU poll, will likely be similar to last year. One positive factor contributing to spending is ongoing low unemployment. But this is offset by the negative impact of high inflation and rising interest rates on holiday purchases.”

Almost one-third (30%) of North Carolinians said they will spend less on the holidays this year, and two in five (41%) said they will spend about the same amount of money on the holidays this year compared to last year. Only about one-quarter (24%) 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 approximately $859 on gifts, food, decorations and other items related to the holidays.

Changes in shopping behavior may be a result of rising costs and shipping delays. A majority (62%) of respondents said that their holiday shopping budget has been lessened by inflation and rising costs while about one-quarter (27%) said that their budget was not less. More than half (55%) of poll respondents said they were very concerned or somewhat concerned about shipping delays when it comes to holiday shopping this year. About two in five (39%) said they are not very concerned or not at all concerned about delays.

HPU Poll Inflation Lessening Holiday Spending

“Most North Carolinians shared that their holiday shopping budget has been lessened this year,” said Brian McDonald, associate director of the HPU Poll and adjunct instructor. “And the holiday stress remains the same as last year for most North Carolinians.”

When asked about holiday stress compared to last year, about half (48%) said their stress levels will be about the same as last year. About one-third (33%) said their holidays will be more stressful than last year, and 11% said their holiday stress level will be less than last year.

NC residents – Friday After Thanksgiving (November 2022)

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 – 28%

No – 52%

Unsure – 19%

 

NC residents – Most Holiday Shopping (November 2022) 

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

Brick-and-mortar stores – 14%

Online – 33%

Both equally – 39%

Unsure – 15%

HPU Poll Online vs. Brick and mortar shopping

NC residents – Cyber Monday (November 2022)  

As you may know, the Monday after Thanksgiving is known as Cyber Monday and one of the biggest online shopping days of the year. Looking ahead, do you personally plan on shopping online during the Monday after Thanksgiving?

Yes – 44%

No – 30%

Unsure – 26%

 

NC residents – Friday or Monday Shopping (November 2022)

If you had to choose between the two, do you plan to do more shopping on the Friday after Thanksgiving or Cyber Monday?

Friday after Thanksgiving – 20%

Cyber Monday – 40%

Neither – 25%

Unsure – 15%

 

NC residents – Holiday Spending (November 2022)

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): $859

*Calculated based on n=986 numeric responses.

 

NC residents – Holiday Spending (November 2022) 

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 – 24%

Less – 30%

About the same – 41%

Unsure – 6%

HPU Poll Holiday Spending

NC residents – Holiday Shopping – Earlier or Later? (November 2022)

Do you think you will start holiday shopping earlier than usual, later than usual, or about the same time as any other year?

Earlier than usual – 27%

Later than usual – 14%

About the same time as any other year – 51%

Unsure – 9%

 

NC residents – Inflation and the Holidays (November 2022)

Has your holiday shopping budget been lessened at all by inflation and rising costs?

Yes – 62%

No – 27%

Unsure – 11%

 

NC residents – Shipping Delays (November 2022)

When it comes to holiday shopping this year, how concerned are you about shipping delays? Would you say you are very concerned, somewhat concerned, not very concerned, or not at all concerned about delays?

Very concerned – 16%

Somewhat concerned – 39%

Not very concerned – 25%

Not at all concerned – 14%

Unsure – 6%

 

NC residents – Holiday Stress (November 2022)

Compared to last year, do you think the holiday season will be more stressful, less stressful or about the same as last year?

More stressful than last year – 33%

About the same as last year – 48%

Less stressful than last year – 11%

Unsure – 8%

 

The most recent HPU Poll of 1,015 respondents was fielded by the High Point University Survey Research Center on Nov. 10 through Nov. 17, as an online survey using a panel of respondents recruited and maintained by Dynata. Dynata sent invitations to its panel of N.C. respondents and the SRC collected responses on its Qualtrics platform. The SRC did all data analysis. The online sample is from a panel of respondents, and their participation does not adhere to usual assumptions associated with random selection. Therefore, it is not appropriate to assign a classic 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 1.1 (based on the weighting). The data is weighed toward population estimates for age, gender, race/ethnicity and education 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 errors into the findings of opinion polls.

Further results and methodological details from the most recent survey and past surveys can be found at the Survey Research Center website. 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. See more information here.

You can follow the HPU Poll on Twitter here.

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.