Schaumburg, Ill. - Nearly one in five Americans will shop on Black Friday, and more than half (61%) plan to spend $100 to $500, according to a new survey by The Nielsen Company. Among the likely Black Friday winners are department stores, with 76% of consumers planing to shop the channel, and supercenters/mass merchandisers, where 55% will shop.
In other findings, 64% of shoppers will buy apparel, while 60% will buy electronics and 47% will buy toys. Also on Black Friday shopping lists: video games (36%), gift cards (35%), discretionary items (27%) and jewelry (22%).
“Consumers are ready to spend, but in a mindul manner,” said James Russo, VP, Global Consumer Insights, The Nielsen Company. “Consumers continue to closely plan their spending in this persistetnly difficult economic climate and for Black Friday, that means shopping lists.”