St. Louis, Arecent Maritz Poll found that one-third of respondents (37%) plan to shop on the day after Thanksgiving, up from 34% last year.
The survey also showed that respondents with household incomes of $100,000 or more will shop at significantly higher levels (45%) on Black Friday than those in the lowest income group of less than $25,000 (30%). In addition, those who plan to shop on Black Friday said they will spend more overall on their holiday purchase—$790 compared to $637 for all shoppers combined.
Black Friday also has generational implications with the majority of Gen Y respondents (59%), as well as a significant portion of Gen X (46%) planning to shop. Only a small percentage of Boomers (23%) and the Silent Generation (21%) will venture out on Black Friday.
According to the survey, respondents said they plan to shop the following stores during the holiday season: Wal-Mart (63%), Target (57%), Best Buy (43%), K-Mart (28%), Kohl’s (27%), Macy’s (25%), Sears (23%), Circuit City (21%) and Victoria’s Secret (17%).