Maritz Poll: In the Black: Who's Planning to Shop on Retail's Brightest Day of the Year?

For more information, please contact:

Jennifer Larsen, Maritz Inc., 636-827-1523, jennifer.larsen@maritz.com
Beth Rusert, Maritz Inc., 636-827-2949, beth.rusert@maritz.com

Contact:
Beth Rusert, Maritz Inc., 636-827-2949, beth.rusert@maritz.com
Jennifer Larsen, Maritz Inc., 636-827-1523, jennifer.larsen@maritz.com or

ST. LOUIS (Nov. 9, 2006) – A recent Maritz^® Poll found that approximately one in three shoppers (34 percent) plan to shop in stores on the day after Thanksgiving, while 61 percent of respondents polled avoid Black Friday. Of those shunning one of the busiest shopping days of the year, 10 percent used words like “crazy,” “madhouse,” “hectic” and “insane” to describe the experience.

Black Friday = Big Spenders
Almost one-third of those planning to shop on Black Friday say they will spend more than $875 on gifts this holiday season, with 17 percent planning to spend over $1,000.

“For those who wonder why retailers invest so much effort and creativity into one shopping day, these numbers speak volumes,” said Mark Rein, director of strategic consulting for the Maritz Retail Research Group. “The poll also revealed strong demographic indicators, such as 44 percent of those with household incomes between $75,000 and $100,000 planning to shop on Black Friday.”

Black Friday has generational implications with the majority of Gen Y respondents (58 percent), as well as a significant portion of Gen X (40 percent), planning to shop. “Gen Y, which is known for its affinity for fashion and impulse spending, is a prime target for retailers,” said Rein. “A good Black Friday showing by this group is key for many retailers trying to jump-start this holiday season.”

Bargains Top Shoppers’ Lists
Overwhelmingly, shoppers brave Black Friday for good deals on gifts with 77 percent citing sales, low prices and bargains as the reason they shop on the day after Thanksgiving. Tradition and custom trailed far behind, with only 9 percent, as the second most popular reason for Black Friday shopping.

“With the spotlight on Black Friday, retailers continue to strive for innovative ways to raise the stakes, such as celebrity wake-up calls and opening at 12:01 a.m. after Thanksgiving,” said Rein. “These approaches are great for capturing attention, but retailers should make sure they don’t lose sight of what those who brave the crowds overwhelmingly want – low prices.”

Where will Santa Stop to Shop?

This online Maritz Poll, which was conducted Oct. 6 – 17, 2006, featured responses from 1,192 randomly selected adults from a Web panel survey on topics related to holiday shopping, buying behaviors and gift-giving trends. Respondents for this poll were split evenly between males and females, and results were weighted to match census demographics (on age, income, race, education, and children in household). Margin of error for the overall poll is +/-3 percent.

About Maritz® Poll
Maritz® Poll is a copyrighted poll conducted since 1988 by Maritz Research Inc. Maritz Poll comprises regular surveys on topics related to the automotive, financial services, hospitality, retail, technology, and telecommunications sectors as well as workplace issues. Results of the poll may be used in print or broadcast media, provided credit is given to the Maritz Poll and/or Maritz Research. For more information, visit maritzpoll.com or call 1-877-4MARITZ.

About Maritz Research
As one of the world’s largest marketing research firms, Maritz Research, a unit of Maritz Inc., helps many of today’s most successful companies improve performance through a deep understanding of their customers, employees and channel partners. Founded in 1973, it offers a range of strategic and tactical solutions concentrating primarily in the automotive, financial services, hospitality, pharmaceutical, telecommunications, retail, workplace and technology industries. The company has achieved ISO 9001 registration, the international symbol of quality. It is a member of CASRO, the Conference Board, and is the official sponsor of the American Marketing Association.