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Black Friday Week Set New Records

Morgan Hatfield, Social Media Intern, Consumer Technology Association

For the first time ever, more U.S. Black Friday Week (Thanksgiving Day through Cyber Monday) tech gift shoppers bought or planned to buy tech online (59 percent) than at a physical store (58 percent), according to the new 2018 Holiday Outlook Series, Part Two: Black Friday Week study series released today by the Consumer Technology Association (CTA).

This is the second year in a row that American adults who shopped online on Cyber Monday (54 percent) have outpaced those who shopped on Black Friday (48 percent), reaffirming the new era of online retail.

“Online shopping drove the momentum for a successful Black Friday Week overall – and especially for tech,” said Ben Arnold, senior director of innovation and trends, CTA. “Just like Black Friday gave way to Thanksgiving Week promotions, Cyber Monday has extended to become Cyber Week sales for many retailers.”

Consumers say they choose to shop online because they don’t need to leave the house, and it makes their shopping experience easier. Of the consumers who did shop online over the Black Friday Week, 55 percent shopped on a computer, 45 percent shopped on a mobile device, while 12 percent shopped on a voice enabled assistant.

Not only did more consumers purchase tech online, but one third (33 percent) of shoppers noted that they spend more than they did last year on gifts during Black Friday Week. Self-gifting was a trend this year, with 46 percent of shoppers reported unexpectedly purchasing tech devices for themselves.
Among U.S. adults who shopped or planned to shop during Black Friday Week, the top five tech products and accessories shoppers purchased or planned to purchase were:

  1. TVs

  2. Videogame Consoles

  3. Tablets

  4. Smartphones

  5. Digital Media Streaming Devices

Other items that topped shoppers’ holiday lists were smart watches, portable Bluetooth speakers and smart speakers.
“The most purchased tech categories that rose to the top during Black Friday week reflect the ‘buzziest’ deals – especially around the 4K Ultra High-Definition ecosystem, videogame consoles and smart speakers,” said Arnold. “Over 80 percent of those who shopped or planned to shop at all this holiday season – 207 million American adults – say they still have more gift shopping left. This is higher than past CTA data and shows the 2018 holiday shopping season is off to a healthy start.”
To keep up to date with all of CTA's holiday and Black Friday Week research throughout the season, visit