How inflation won’t dampen excitement of Black Friday and Cyber Monday

Business News | 26 Nov |

While shoppers look for ways to make the holidays festive, inflation is weighing on the spirit of the season. As consumers are creating their gift lists and checking them twice, Deloitte’s “2022 Black Friday-Cyber Monday Survey” examines what retailers can expect from shoppers between Thanksgiving and Cyber Monday. Conducted online Oct. 19-28, the report surveyed 1,200 adults, ages 18 and over, who plan to shop for holiday gifts.

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Key takeaways

• Consumers will spend an average of $500 during the Black Friday and Cyber Monday (BFCM) shopping events (Thursday, Nov. 24 – Monday, Nov. 28), up 12% from last year.

• During the holiday weekend, shoppers plan to rely more on credit payment options, including credit cards (48%) and buy now, pay later (37%) to stretch their holiday budgets.

• In search of deals and promotions, shoppers will spend half of their holiday budgets over the BFCM period.

• 8 in 10 holiday shoppers plan to shop during BFCM events (versus 71% in 2021).

Thanksgiving spending to spark joy for retailers

Despite continued inflationary pressures, consumers are opening their wallets to help ensure the season is merry and bright for family and friends. Over the BFCM period, shoppers plan to spend half of their holiday budgets, with all income groups expected to spend more year-over-year.

• Shoppers are sticking to their initial holiday spending plans: 81% plan to spend the same or more compared to two months ago. Nearly half (48%) of those planning to spend more will do so due to higher prices, up from 41% last year.

• Shopping during the BFCM period is on the rise and at par with pre-pandemic levels: 80% of consumers plan to shop during the five-day holiday period, up from 71% in 2021 and compared to 79% in 2019. Younger generations are driving the charge: 86% of Gen Z and 89% of Millennials plan to spend during the timeframe.

• Spending is set to increase across income groups. Lower-income earners (those making less $50,000 per year) plan to increase their spending the most over the five-day period, up 19% year-over-year to $320. In comparison, higher-income earners (those making more than $100,000 per year) plan to increase their spending by 4% to $650.

Consumers count on credit to stretch holiday budgets

Amid higher prices, consumers are increasingly relying on credit to stretch their holiday budgets. This comes as one-third (33%) of BFCM shoppers are concerned about making upcoming payments, up from 26% in 2021.

• Nearly half of BFCM shoppers (48%) plan to use credit cards to stretch their holiday budgets, up from 35% in 2021. Moreover, credit use is on the rise among all income groups – lower-income families (50% versus 27% in 2021), middle-income families (45% versus 38% in 2021), and higher-income earners (49% versus 45% in 2021).

• Buy now, pay later (BNPL) is also on the rise: 37% of BFCM shoppers plan to take advantage of this option to make the most of holiday gift-giving.

• Among shoppers planning to spend during the holiday shopping weekend, 43% say they will delay large purchases.

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