Global Survey Commissioned by UserTesting Reveals In-Store Black Friday Holiday Shopping is Back and Consumer Expectations Remain High - Seite 2

• 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.”