45% of US consumers who want to take advantage of Black Friday say they’ll browse for deals more than they did last year — while 32% say they’ve saved money for Black Friday 2020

London UK — Nearly half (45%) of US consumers who are intending to take advantage of Black Friday online this year will spend more time browsing for deals than they did last year — with nearly a third (32%) saying they’ve saved money specifically for Black Friday 2020, according to research from Emarsys.

A fifth (22%) of online Black Friday bargain hunters also say that they’re intending to spend more this year, 19% say Black Friday has become more important to them than before.

The gadgets and apparel sectors are set to benefit the most, with more than three quarters of Black Friday consumers intending to buy electronics and clothes. 52% of consumers also said they are planning to buy toys, while 48% said they will be purchasing beauty products.

This is according to a recent survey of 1,000 US consumers conducted by Emarsys, following on from previous research in August, which found that most Black Friday shopping this year will be done online rather than in store.

Alex Timlin, SVP of verticals at Emarsys, said: “This research is welcome news to US retailers, many of which will be relying on ecommerce this Black Friday to mitigate the closure of physical stores.”

“But delivering on ecommerce at scale on a day as important as Black Friday is no easy feat. Brands not only need to make sure their websites can process large amounts of traffic and orders, they also need to make sure they have the infrastructure in place to gather vital customer preference data for the purposes of retargeting customers for campaigns in the future.”