As retailers gear up for their most important holiday selling period, there are yet more signs that the traditional start of the shopping season, Black Friday, is losing relevance. And don’t blame it just on Amazon Prime Day.
Some 52% of consumers are less inclined to shop in-store and online on Black Friday this year compared to a few years ago, according to a September survey of 1,500 consumers by Accenture.
This year’s finding, in a study published Tuesday, also had some discouraging signs for Thanksgiving and Cyber Monday shopping: 50% and 42% of consumers respectively said they are less inclined to shop on those days this year than a few years ago.
What changed? Not surprisingly, 64% of consumers said they were turned off by the idea of dealing with crowds of shoppers fighting to get so-called doorbuster deals. .
Meanwhile, the study also suggested that retailers are partly to blame for shoppers' lack of enthusiasm because they have blanketed consumers with ever-earlier holiday promotions, last-minute deals and post-holiday bargains. Fully 44% of consumers said they are less motivated to shop on Black Friday because they can get as good a deal on other days.
That lack of enthusiasm reflects a new attitude about holiday shopping: The survey showed that 64% of shoppers said they buy holiday gifts throughout the year because of the rise of deal websites and Amazon Prime Day.