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HPU Poll: Majority of North Carolinians Won’t Shop on Thanksgiving and Black Friday

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hpu-poll-black-friday-shopping-nov-2016

HIGH POINT, N.C., Nov. 22, 2016 – The High Point University Poll has found that an overwhelming majority (78 percent) of North Carolinians do not plan to shop on the Friday after Thanksgiving, known as Black Friday. An even higher number of respondents (84 percent) will be staying out of the stores on Thanksgiving Day as well.

This sentiment is echoed when asked their opinion about businesses that require their employees to work on Thanksgiving Day. A majority of respondents (54 percent) said they were less likely to shop at businesses that mandate the holiday for employees.

“The poll results reflect a growing sentiment that the deals on Thanksgiving and Black Friday may no longer be worth it,” says Dr. Daniel Hall, assistant professor of economics at High Point University. “Perhaps the deals are not as big as they used to be, or there are more comparable deals throughout the holiday shopping season and through online shopping. The cost of less time with the family is higher as families may live farther apart or have busier schedules for various reasons. People may also feel guilty about retail employees spending less time with their families so they can get deals.”

When North Carolinians do shop for the holidays, they plan to do most of their shopping at brick and mortar stores (43 percent) versus online (38 percent). The proportion of shoppers going online may be increasing as only about one quarter (27 percent) said they would do most of their shopping online according to the HPU Poll in 2015.

A majority (51 percent) of North Carolinians say they’ll spend the same amount of money on the holidays this year compared to last year. When asked how much they plan to spend, the poll found that on average, $1,059 will be spent on gifts, food, decorations and other items related to the holidays.

“Whatever the reasons, consumer sovereignty could put market forces into play that will decrease the shopping importance of these holidays,” said Hall. “Consumers may buy less on these shopping days, generating less revenue for retailers. This will make it harder for retailers to offer higher wages to induce employees to work these holidays. Less retailers will in turn participate, further lowering the competition between stores and the size of deals that entice consumers to shop.”

“About half of those surveyed will spend about the same this holiday season as last year, which is roughly $1,000,” says Brian McDonald, assistant director of the HPU Poll and adjunct professor. “And while about the same percentage of North Carolinians do not plan on shopping on the day after Thanksgiving as last year, there is a slight uptick in the percentage of online shoppers this year.”

All adults – Holiday Shopping (November 2016)

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 – 21 percent

No – 78 percent

Don’t know – 1 percent

(All adult (North Carolina residents) sample surveyed November 12-17, n = 481 and margin of sampling error approximately = +/- 4.5 percent)

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

Bricks and mortar stores – 43 percent

Online – 38 percent

Both equally – 14 percent

Don’t know/refused – 5 percent

(All adult (North Carolina residents) sample surveyed November 12-17, n = 481 and margin of sampling error approximately = +/- 4.5 percent)

Do you plan to shop in any stores that will open on Thanksgiving Day?

Yes – 13 percent

No – 84 percent

Don’t know/refused – 3 percent

(All adult (North Carolina residents) sample surveyed November 12-17, n = 481 and margin of sampling error approximately = +/- 4.5 percent)

Some businesses do not require employees to work on the Thanksgiving Holiday, but others do require their employees to work on Thanksgiving. Does this policy of requiring that employees work on Thanksgiving make you more or less likely to shop at these stores?

More likely – 7 percent

Less likely – 54 percent

Will not change shopping one way or the other – 37 percent

Don’t know/refused – 2

(All adult (North Carolina residents) sample surveyed November 12-17, n = 481 and margin of sampling error approximately = +/- 4.5 percent)

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): $1,059

*Calculated based on n=433 numeric responses.

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 percent

Less – 25 percent

About the same – 51 percent

Don’t know/refused – 1 percent

(All adult (North Carolina residents) sample surveyed November 12-17, n = 481 and margin of sampling error approximately = +/- 4.5 percent)

The most recent HPU Poll was fielded by live interviewers at the High Point University Survey Research Center calling on Nov. 12-17, 2016. The responses from a sample of all North Carolina counties came from 481 adults with landline or cellular telephones. The Survey Research Center contracted with Survey Sampling International to acquire this sample. The survey has an estimated margin of sampling error of approximately 4.5 percentage points for all adult respondents. That margin of error is 4.8 percentage points for the sample of respondents who said they voted on Nov. 8, 2016. The data is weighted toward population estimates for cellular and landline telephone use, age, gender and race. In addition to sampling error, factors such as question wording and other methodological choices in conducting survey research can introduce additional error into the findings of opinion polls. Details from this survey are available at http://www.highpoint.edu/src/files/2016/11/49memoA.pdf.

Further results and methodological details from the most recent survey and past studies can be found at the Survey Research Center website at http://www.highpoint.edu/src/. 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. For more information, see http://transparency.aapor.org/index.php/transparency.

You can follow the HPU Poll on Twitter at https://twitter.com/HPUSurveyCenter. Dr. Martin Kifer, associate professor of political science, serves as the director of the HPU Poll, and Brian McDonald serves as the associate director of the HPU Poll.

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