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Cyber Week Survey 2020: 'Tis the Season to Shop Online, Use Curbside Pickup

Article - Cyber Week Survey 2020: 'Tis the Season to Shop Online, Use Curbside Pickup
Article - Cyber Week Survey 2020: 'Tis the Season to Shop Online, Use Curbside Pickup
Kristin McGrath

Kristin McGrath

Updated March 17, 2021 05:04pm EDT

We asked U.S. consumers when and how they plan to shop during Cyber Week -- and how they plan to navigate holiday shopping amid the pandemic.

The 2020 holiday shopping season is already shaping up to be drastically different from seasons past. Black Friday and Cyber Monday sales have always been fast-paced events -- and full of surprises. But consumers could always rely on a mad shopping rush between Thanksgiving and Cyber Monday.

In 2020, however, major retailers have already announced they'll remain closed on Thanksgiving. Others have announced they'll ditch the concept of Black Friday as being a single day -- and offer their best deals throughout November and December. Meanwhile, the pandemic has left consumers divided on whether in-store doorbusters are safe.

To see how shoppers are thinking about Black Friday, we conducted two surveys:

  • For broad seasonal insights, we polled more than 4,500 U.S. adults between Aug. 14 and 18 via Google Surveys and found that roughly one in three plan to shop holiday deals between now and Cyber Monday. Most of our insights come from that subgroup.
  • For additional insights on how and when consumers plan to shop this year, we conducted a U.S. Census-balanced recruitment via SurveyGizmo's Panel Services.

Among our top findings:

  • More plan to shop on Cyber Monday than on Black Friday this year.
  • Holiday season 2020 will see a curbside pickup surge: Half of consumers say they'll use it more this year than last year.
  • One in three shoppers will start their holiday shopping earlier this year.
  • Most consumers aren't concerned about shipping delays (although perhaps they should be).
  • Most (84%) of the shoppers we surveyed said that COVID-19 will directly impact at least one aspect of their holiday shopping behavior.

Cyber Monday dethrones Black Friday as the biggest shopping day of the year

In last year's survey, Black Friday was the top shopping day. This year, according to our Google Survey, more consumers who are planning to shop holiday sales say they'll shop on Cyber Monday.

graph showing which days consumers plan to shop. cyber monday wins

These results suggest a shift in shoppers' preference to a more digital experience in a pandemic year. While most Black Friday deals have been available online for years now, consumers may have a more "online" perception of Cyber Monday and a more "in-store" perception of Black Friday, hence the shift.

More consumers will shop online than in stores; will utilize curbside pickup more than ever

Our SurveyGizmo poll also documented an aversion to shopping in stores: 56% of that survey's respondents said they plan to primarily shop online during the holidays, while 44% plan to shop primarily in stores. This isn't necessarily pandemic-related. A survey we performed last year also documented a strong preference for shopping online during the week of Thanksgiving, Black Friday and Cyber Monday.

One shopping method that appears to be flourishing during the pandemic is curbside pickup. According to our Google Survey, half of shoppers plan to use curbside pickup more this holiday season than they did last year:

Do you plan to use curbside/contactless pickup during the holiday season?

  • More than last year: 50%.
  • Less than last year: 14%.
  • Same as last year: 36%.

This increase in curbside pickup use is no surprise. While it's been an option at many retailers for years, it's gotten a boost during the pandemic. Retailers have been emphasizing curbside and drive-up pickup options as a safer alternative to going inside stores. And some, including Kohl's, started offering it for the first time. For shoppers, it has become a way to check out online, but get items as soon as the same day.

Amazon's holiday deals are the most anticipated

Amazon, Target and Walmart are the retailers that deal hunters will be watching, according to our Google Survey. That's the same Top 3 as last year. Amazon takes the top spot for the second year in a row.

chart showing which retailers consumers are most excited for deals from. Amazon wins

There's extra speculation around Amazon this year, given that Prime Day is still unannounced but strongly rumored to be postponed to the fourth quarter. Depending on its timing, it could officially kick off -- and completely reshape -- the holiday shopping season.

One-third of consumers will kick off their holiday shopping earlier, compared to last year. But many will still wait until November

Retailers are announcing they'll start pushing holiday deals early, and consumers will follow suit, according to our SurveyGizmo poll. One in three shoppers say they'll start shopping earlier than they did in past seasons.

That doesn't mean, though, that we'll see more shopping in a super-early September time frame. According to the SurveyGizmo poll, the bulk of holiday shoppers will get started in October and November.

When will you start your holiday shopping? This includes searching for, researching and buying products.

  • Already started for the 2020 holiday season: 17%.
  • September: 18%.
  • October: 24%.
  • November: 32%.
  • December: 9%.

Shopping earlier doesn't mean consumers are ready for festive music and decor earlier, though. According to our Google Survey, 67% of consumers think stores should wait until at least Thanksgiving week to go into holiday mode.

Most consumers aren't worried about shipping delays this season

Plenty of online shoppers have been burned by shipping delays and supply chain issues. However, most say concerns about shipping aren't affecting their holiday shopping timing, according to our Google Survey:

pie chart showing that consumers aren't concerned about shipping delays

It remains to be seen how shipping delays will affect this holiday season. However, shipping companies face shipping delays during the holiday rush even in non-pandemic years. And COVID-19 will likely be an added challenge (and threat) this season. In fact, UPS is already preparing for a major shipping rush in 2020, thanks to consumers buying gifts for the family and friends they won't see in person.

Most consumers will spend the same as they did last year, but will gift more to others

It's been a big question whether the pandemic will suppress consumers' holiday spending ability. Most (60%), though, say they'll spend about the same, according to our SurveyGizmo poll.

The bulk will spend less than $800.

How much do you plan to spend in total during this season (on yourself or others)?

  • $400 or less: 30%.
  • $410 to $800: 31%.
  • $801 to $1,200: 19%.
  • $1,200+: 14%.
  • I don't keep track: 7%.

When it comes to who consumers are shopping for, our SurveyGizmo poll found a shift year over year. One-third of consumers will spend less on themselves this year. And that spending is shifting this year toward children and spouses.

The pandemic will influence where and how consumers shop

Our SurveyGizmo polls suggest that consumers will decide which retailers to buy from and which shopping methods to use in response to COVID-19 this year. Most (84%) of those respondents said the pandemic would influence their shopping behavior in some way. The top factors being influenced are:

  • Where I will buy this holiday season: 41%.
  • How I am buying this holiday season: 38%.
  • How much I will spend this holiday season: 34%.
  • When I will holiday shop this year: 28%.
  • What I buy this holiday season: 26%.
  • Who I am buying for this holiday season: 19%.
  • None of these: 16%.

Clothing and home goods top consumers' fall shopping lists

Consumers plan to style themselves and their homes this fall, according to our Google Survey. Big-ticket electronics, such as TVs and gaming consoles are less of a priority.

top shopping categories for holiday season

Clothing and home goods topped last year's list of top shopping categories as well. However, this year, toys move up the list, while entertainment-related electronics shift down.

Survey methodology

Google Survey: Our survey was conducted Aug. 14 to 18 via Google Surveys. We surveyed 4,597 U.S. adults. Most of our insights came from the subgroup of 1,000 who will be shopping sales between September and Cyber Monday (Nov. 30). Read more about Google Surveys methodology.

SurveyGizmo survey: We conducted an online, mobile-enabled, U.S. Census-balanced survey between Aug. 28 and Sept. 1 against the following demographics:

  • Age.
  • Gender.
  • Race/ethnicity.
  • Region.

Our insights come from 546 U.S. adults who plan to shop during the holidays.

About the Author

Kristin McGrath

Kristin is a savings and deals expert at BlackFriday.com. Her background in personal-finance journalism — along with her own enthusiasm for shopping and travel — drive her passion for helping consumers become savvy and informed bargain-hunters.

Editorial Note: Any opinions, analysis, reviews or recommendations expressed in this article are those of the author's alone, and have not been reviewed, approved or otherwise endorsed by any of our partners.
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