Global Survey Commissioned by UserTesting Reveals In-Store Black Friday Holiday Shopping is Back and Consumer Expectations Remain High
October 25 2022 - 9:30AM
Business Wire
Shopping in actual stores is en vogue again in
North America, with instant gratification a top motivator
UserTesting (NYSE: USER), a leader in video-based human insight,
today announced results from a recent global survey commissioned by
UserTesting and conducted by OnePoll. The study revealed that
consumers who prefer to shop in-store across the globe do so for a
variety of reasons including: instant gratification, better deals,
no shipping costs, knowing which items are in stock, and a better
overall customer experience.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20221025005445/en/
The past few years of the global pandemic prevented consumers
from participating in traditional Black Friday shopping. During
this time, retailers found ways to adapt their businesses and
create omnichannel shopping experiences like curbside pickup and
same day delivery that consumers are now accustomed to. This year,
brands have an opportunity to draw more customers to stores with
experiential features like smart shopping carts, digital coupon
codes, and self checkout. One finding showed that despite
inflation, most consumers anticipate spending as much or more than
in previous years. This reinforces the longing for pre-pandemic
Black Friday in-store shopping experiences with online shopping
conveniences.
The survey also revealed that:
- More Americans miss the chaos of in-person Black Friday
shopping and twice as many consider it a tradition over consumers
from the United Kingdom or Australia.
- Despite inflation, consumers from the United States, Australia,
and the UK expect to spend the same or more on holiday shopping
this year.
Highlights from United States
- 63% consider in-store Black Friday shopping a tradition.
- 2 in 5 Americans miss the chaos of in-person Black Friday
shopping.
- Despite inflation, 31% plan to spend more money than previous
years. 26% plan to spend about the same amount as previously and
40% plan to spend less.
- 42% said in-store Black Friday shopping holds more importance
for them than it did before the pandemic.
- 95% plan to participate in Black Friday and Cyber Monday events
for 2022 with one third planning to shop both online and
in-store.
- Despite inflation, nearly one third expect to spend more money
on Black Friday and Cyber Monday in 2022 than in previous
years.
- Shopping in actual stores is en vogue again, with instant
gratification a top motivator, more so than curbside shopping (46%
vs 28%).
- When asked what online shopping features they wished they could
bring into a store with them, respondents said they’d like to see
where items are located in-store (51%) and use promo codes/digital
coupons (47%).
- More Gen Zers than Millennials cited immediate fulfillment as
their primary driver to shop these events in person (81% vs
49%).
Highlights from Australia
- 32% consider in-store Black Friday shopping a tradition.
- 1 in 4 admit a part of them miss the chaos of in-person Black
Friday shopping each year.
- Despite inflation, 24% plan to spend more money than previous
years. 45% plan to spend about the same amount as previously and
25% plan to spend less.
- Of those who plan to spend money on holiday sales this year,
49% plan to spread their holiday shopping out across a longer
period of time due to economic uncertainties. 17% don’t.
- Of those who prefer to shop in person:
- Motivation comes from instant gratification (33%), having
better sales or deals in person (26%), having better deals in-store
than online (26%), and being able to secure items ahead of time
(23%).
- Respondents claim in-person shopping is better than online
holiday shopping because they don’t have to wait for shipping
(59%), they can bring items back home with them (58%), and they
don’t have to pay for shipping (55%). 47% said deals are better
in-person than online.
- Respondents would like to experience a number of useful
features in their shopping this year: self-checkout; in-queue
checkout (61%), digital help kiosks/price checking (41%), smart
shopping carts to navigate through the aisles and easily find
products (39%), QR codes to order inventory, item/s brought to you
by sales associates (28%), and smart vending machines (22%).
- When asked what online shopping features they wished they could
bring into a store with them, respondents said they’d like to use
promo codes/digital coupons (65%), see where items are located
in-store (49%), reserve items in their cart (44%), get free
shipping or delivery (44%), and contactless checkout/payment (36%).
- 60% of respondents said they prefer having digital or
self-checkout when shopping in a store. 16% prefer contactless
payment options and 14% like having human-to-human
interaction.
Highlights from United Kingdom
- 28% consider in-store Black Friday shopping a tradition.
- 1 in 5 admit a part of them misses the chaos of in-person Black
Friday shopping.
- Despite inflation, 12% plan to spend more money than previous
years. 44% plan to spend about the same amount as previously and
37% plan to spend less.
- Of those who plan to spend money on holiday sales this year,
38% plan to spread their holiday shopping out across a longer
period of time due to economic uncertainties. 27% don’t.
- Of those who prefer to shop in-person:
- Respondents claim in-store holiday shopping is better than
online because: things are either in stock or out of stock so they
aren’t worrying about backordered items (34%); they have the
ability to get a raincheck for items if they are out of stock
(27%); and they don’t have to deal with items being immediately out
of stock (26%). 26% of people also felt online shopping didn’t feel
like “real” shopping.
- Respondents would like to experience a number of useful
additions to their shopping experience this year: smart shopping
carts to navigate through the aisles and easily find products
(37%), digital personal assistant/sales associate/robot (34%), QR
codes to order inventory, item/s brought to you by sales associates
(32%), self-checkout; in-queue checkout (31%), and digital help
kiosks/price checking (29%).
- When asked what online shopping features they wished they could
bring into a store with them, respondents said they’d like to have
free shipping or delivery (41%), using promo codes/digital coupons
(40%), being able to see where items are located in-store (34%),
being able to reserve items in your cart (32%), and contactless
checkout/payment (21%).
- 33% of respondents said they prefer having digital or
self-checkout when shopping in a store. 23% prefer contactless
payment options and 20% like having human-to-human
interaction.
“The pandemic has certainly made many people nostalgic for the
in-person Black Friday experience, but it’s also heightened their
expectations,” said Janelle Estes, Chief Insights Officer at
UserTesting. “Our research shows half of consumers who plan to shop
in stores for this year’s Black Friday events would like smart
shopping carts to navigate through the aisles and easily find
products—underscoring the demand for retailers to provide customers
with an effortless shopping journey.”
Survey methodology:
This random double-opt-in survey of 2,003 general population of
Americans, 1,000 general population from the United Kingdom and
1,000 general population of Australians was commissioned by
UserTesting on September 26, 2022. It was conducted by market
research company OnePoll, whose team members are members of the
Market Research Society and have corporate membership to the
American Association for Public Opinion Research (AAPOR) and the
European Society for Opinion and Marketing Research (ESOMAR).
About UserTesting UserTesting (NYSE: USER) has
fundamentally changed the way organizations get insights from
customers with fast, opt-in feedback and experience capture
technology. The UserTesting® Human Insight Platform taps into our
global network of real people and generates video-based recorded
experiences, so anyone in an organization can directly ask
questions, hear what users say, see what they mean, and understand
what it’s actually like to be a customer. Unlike approaches that
track user behavior then try to infer what that behavior means,
UserTesting reduces guesswork and brings customer experience data
to life with human insight. UserTesting has more than 2,500
customers, including more than half of the world’s top 100 most
valuable brands according to Forbes. UserTesting is headquartered
in San Francisco, California. To learn more, visit
www.usertesting.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20221025005445/en/
UserTesting, Inc. Susie Penner press@usertesting.com
650-793-1162
UserTesting (NYSE:USER)
Historical Stock Chart
From Mar 2024 to Apr 2024
UserTesting (NYSE:USER)
Historical Stock Chart
From Apr 2023 to Apr 2024