Global Survey Commissioned by UserTesting Reveals In-Store Black Friday Holiday Shopping is Back and Consumer Expectations Remain High

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.

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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