UserTesting.

We worked with software and tech company UserTesting to conduct online research and craft a data-driven news story ahead of Black Friday. 

Our poll asked 2,000 Americans about their shopping plans, preferences and motivations for participating in Black Friday and Cyber Monday.

The research found 95% of respondents planned to participate in the shopping events for 2022, with a third planning to shop both online and in-store.

The data revealed that shopping in actual stores was en vogue again, and two in five said they missed the chaos of in-person Black Friday shopping each year.

People who said they tend to shop holiday sales online claimed they’d be more motivated to frequent brick-and-mortar stores as long as they get instant gratification when shopping and have the availability of curbside shopping. More Gen Z respondents than millennials cited immediate fulfillment as their primary driver to shop these events in person (81% vs. 49%).

“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 and Cyber Monday events would like smart shopping carts to navigate through the aisles and easily find products.”