Over the past five years, Black Friday has evolved from a single day to snag big sales in U.S. stores into a multi-channel discounting period that begins as early as three weeks before the actual date of the event, which kicks off the Friday after Thanksgiving.
In a survey of 500 shoppers, market research firm Lab42 found that nearly a quarter of American adults plan to start shopping before 3 a.m. on Black Friday. Many retailers, including Target, Macy’s and Kohl’s, plan to open their doors at midnight, and online retailers will be posting deals at midnight as well.
Though many will begin early, 42% of those in the survey said they don’t feel the need to rush, because they think the same deals will be available at a later date. Others — around two-thirds — plan to shop Cyber Monday deals as well, so they won’t be running up their full holiday spending budgets on Black Friday.
On average, shoppers plan to spend more money ($900 vs. $854 last season) and start shopping earlier this year than in years past, according to separate survey data from Google.
Additional findings are displayed in the infographic below.