Cyber Monday shoppers rate their online shopping experience more highly than Black Friday shoppers rate their experience; more than 90% of Cyber Monday shoppers at least somewhat satisfied, versus 74% of Black Friday shoppers: Qualtrics survey

PROVO, Utah , November 20, 2012 (press release) – Qualtrics, the company that helps brands and researchers gain real-time, actionable intelligence for making smarter business decisions, today released the results of its 2012 Holiday Shopping Survey. The research shows that most American consumers have a strong emotional attachment to Black Friday shopping—almost half say the hoopla of discounts and television ads gets them “excited to get holiday shopping underway.”

“There’s no other single day of the year when American shoppers drop their mouse and head to their favorite brick-and-mortar retailer.”

Only 15 percent of shoppers said they find the Black Friday experience “frightening” when it comes to the lines, stampedes, and fighting in the aisles that typically make the news. Almost a third of those surveyed say they will be standing in line waiting for doors to open on Black Friday.

“American marketers have done a masterful job at crafting the traditional kick-off of holiday shopping into an event most shoppers revere,” said Danielle Wanderer, chief marketing officer at Qualtrics. “There’s no other single day of the year when American shoppers drop their mouse and head to their favorite brick-and-mortar retailer.”

Black Friday vs. Cyber Monday

In fact, 74 percent of shoppers surveyed rated their Black Friday experience as “somewhat satisfying” to “very satisfying,” proving most haven’t been put off by the hustle, bustle, and scuffle inside stores. Overall, more American shoppers (56%) said they’d be standing in line or dropping by stores at some point on Black Friday versus those that will be shopping online only (28%).

But online shopping on Cyber Monday gets an even better customer satisfaction rating than that of Black Friday. Over 90 percent of shoppers rated their online shopping experience as “somewhat satisfying” to “very satisfying.” Only 16 percent of consumers say they won't be doing any shopping at all on Black Friday.

Lose the Holiday Cheer

When it comes to in-store holiday cheer, American consumers turn into Scrooge, as only 5 percent say that improving the joyful holiday atmosphere in-store would get retailers more of their business. And like the cranky Scrooge, consumers really want to keep money in their pockets with more than half of shoppers (52%) saying that discounts would be most influential when making decisions about where to shop during the holidays.

While discounts are the most critical influence on consumer buying decisions this holiday season, shoppers surveyed did say quality products, helpful sales staff, and convenience can influence their decision of where to buy as well.

Mobile is Trailing in the Holiday Shopping Race

Mobile shopping is expected to surge this holiday season, but a quarter of shoppers surveyed say they’ll research gifts with their phone or tablet device, and then travel to the store to buy. Only 10 percent of shoppers said they'll be purchasing holiday gifts on their mobile device.

With the economic recovery still slow to take hold, what kind of bounty should most families expect under the tree this year? About two-thirds of shoppers, or 62 percent, said they plan to spend up to $600 on holiday gifts. Only about 14 percent say they'll spend $1,000 or more this holiday season.

About Qualtrics

Qualtrics makes sophisticated research simple. The company is a worldwide leader in enterprise data collection and analysis with a survey-based platform that is easy enough for an intern, but sophisticated enough for a Ph.D. Global organizations and research firms of all types and sizes use Qualtrics software to make better decisions based on strategic research intelligence. Founded in 2002, Qualtrics has more than 4,600 clients worldwide, including half of the Fortune 100, over 1,300 colleges and universities, and 95 of the top 100 business schools. For more information and a free trial, visit

Survey Methodology

Qualtrics and Research Now surveyed 1,100 general consumers from November 2 - November 5, 2012. The sample was drawn from a Research Now online opt-in panel of U.S. general consumers. The survey was conducted online via Research Now's Valued Opinions™ Panel and social media sample. Respondents were provided with an identical questionnaire asking for feedback specific to Black Friday and Cyber Monday.

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