49% of American Consumers Are Ditching Black Friday Plans This Year

By Sheridan Fifer

According to research from data intelligence company Morning Consult, 49% of Americans have decided to forgo participation in Black Friday this year because of the coronavirus pandemic. Just 14% still intend to shop in stores for Black Friday deals, while 41% will shop online. Retailers have responded to the new conditions by offering their Black Friday deals earlier and for longer. 

“Fear is a huge motivator, so it’s overriding the impulse,” explains Charles Lindsey, an associate professor of marketing at the University of Buffalo. “Black Friday isn’t dead. It moved earlier.”

Read the full story at Fast Company.