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Black Friday 2023: Survey Reveals Americans Spending Habits

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By: KURU Footwear

Survey Highlights:

  • 1 in 4 Americans prefer to do Black Friday shopping online, while 15% opt for in-person, and 44% strike a balance between both. Surprisingly, 17% abstain from Black Friday shopping altogether.
  • On average, Americans spend 3.5 hours on their feet hunting for the best deals every Black Friday. A notable 44% are planning to shop between one and three hours.
  • As we approach Black Friday 2023, 42% of Americans plan to shop in-store, 20% plan to shop online, and 27% are yet to decide.
  • 1 in 5 Americans plan to spend $900 or more this upcoming Black Friday. One third (33%) plan to spend between $500 and $1,000.

Unpacking Black Friday 2023: Insights from 1,000 American Shoppers

We’ve all heard the stories of early morning camp-outs and relentless crowds on Black Friday. It’s no secret Americans take their wallets out (sometimes in excess!) for a post-Thanksgiving shopping spree.

With so many can’t-miss-it sales happening across the country (and the world!), we wanted to take a closer look at what consumers are most eager to purchase this Black Friday—and how much they plan to spend.

Read on to learn just how much Americans typically spend on Black Friday sales and what’s at the top of their shopping lists.

Black Friday Budgets: How Much Americans Plan to Spend in 2023

The biggest shopping day of the year is around the corner, and Americans are about to start crossing off their holiday lists in droves.

So just how much money are Americans budgeting for Black Friday spending? Our survey found that a whopping 1 in 5 (20%) of Americans plan to spend $900 or more this Black Friday 2023. And even more (33% of Americans) plan to spend between $500 and $1,000.

Whew! That said, many Americans (16%) will spend a more conservative $200–$300, and 1 in 10 don’t plan to spend a single penny.

A few top ways Americans prepare for their Black Friday shopping extravaganza?

  1. Researching deals and discounts in advance (55%)
  2. Setting a budget (47%)
  3. Creating a shopping list (46%)

Infographic showing various survey results about Black Friday spending in 2023

Top Picks by State: Black Friday’s Most Anticipated Purchases

Now that we know how much people in the US plan to spend, let’s dig into where that money will go. We asked Americans what their most-anticipated categories or items are for Black Friday shopping this year. Here’s what they said:

  1. Christmas Gifts
  2. Shoes
  3. Clothing
  4. Electronics
  5. Toys

Over half (53%) plan to buy Christmas gifts this Black Friday. More specifically, 44% of Americans plan to buy electronics and one third (33%) plan to buy toys. A significant 20% of states have footwear on their list

How do these items match up to your own Black Friday wish list? Take a peek at each state’s most anticipated purchases of Black Friday 2023 below, and see what you might have in common with your neighbors.

Map of the United States showing the top purchase in each state

StateTop Black Friday Purchase
AlabamaChristmas Gifts
AlaskaN/A (Data not available)
ArizonaChristmas Gifts
KansasChristmas Gifts
KentuckyChristmas Gifts
MassachusettsChristmas Gifts
MichiganChristmas Gifts
MississippiChristmas Gifts
MontanaGroceries and Home Goods
NevadaChristmas Gifts
New HampshireAppliances
New JerseyChristmas Gifts
New MexicoClothing
New YorkClothing
North CarolinaClothing
North DakotaClothing
OhioChristmas Gifts
OklahomaChristmas Gifts
OregonChristmas Gifts
PennsylvaniaChristmas Gifts
Rhode IslandShoes
South CarolinaShoes
South DakotaAppliances
TennesseeChristmas Gifts
TexasChristmas Gifts
WashingtonGroceries and Home Goods
West VirginiaClothing

Hitting the Stores: American Shopping Habits on Black Friday

In recent years, more and more Americans have taken to the internet for their shopping needs. In fact, over the past five years, we’ve seen a surge in year-round online shopping by 40 percent! So how do these shopping habits translate to Black Friday 2023?

During past Black Fridays, the majority of Americans (44%) have employed a hybrid Black Friday model—relying on a mixture of in-person and online shopping to check off their lists. About 24% shopped online only and 15% shopped in-person only.

How about in 2023? Our survey found an increase of Americans (42%) plan to shop in-store, 20% plan to shop online, and 27% aren’t sure yet. Just 11% don’t plan to shop at all.

Americans’ top motivator (80%) for shopping on Black Friday is (surprise, surprise!) deals and discounts. 44% say the excitement of the event also motivates them.

When asked “what motivates you to shop on Black Friday?” these were the results:

  • Discounts and deals – 80%
  • Excitement of the event – 44%
  • Need for specific items – 39%
  • Cost of living increases – 39%
  • Tradition – 37%

And finally—when do Americans start their Black Friday shopping? 1 in 5 start on Thanksgiving day, most (38%) start early Black Friday morning, and 1 in 4 (25%) start shopping as soon as they see Black Friday deals online.

Infographics with survey results displayed

Black Friday Checklist ✅

Ready to snag those deals? Here are a few tips for staying comfy and successful this Black Friday.

Remember: Those who plan to shop in person will spend an average of 3.5 hours on their feet! And 1 in 5 (21%) spend 5+ hours shopping in-person. If that’s you, be sure to strap on a pair of supportive shoes before you head out in search of that perfect sale.

  • Stay hydrated and fueled. Bring a water bottle and snacks for your journey. You might be walking several miles in heated stores or chilly outdoor malls.
  • Wear supportive footwear. With so many hours on your feet, it’s essential to keep those heels healthy and arches supported with a pair of supportive shoes, like those from KURU!
  • Make a list of your essential purchases. Want to nail down that killer deal for a 4K TV? Or that fantastic pair of supportive shoes for Mom? Black Friday sales can start early and items can sell out, so be sure your essentials are taken care of first.
  • Create and stick to a budget. It’s easy to go over-budget when everything is on sale! By making a list of essential items and knowing how much you intend to spend, you can help keep your finances in check.

Methodology and Sources

KURU Footwear surveyed 1,000 Americans 16 years and older in late September 2023. The survey has a margin of error of +/- 4% and a confidence level of 95%. 


About Us

At KURU, we’re on a mission to help you Heel Better™ with footwear technology designed to relieve foot pain, so you can live a life you love. Since launching our innovative technology in 2008, we’ve received more than 32,000 five-star reviews from thousands of customers who tell us their KURU shoes helped them with conditions (such as plantar fasciitis) and got them back to doing what they love.

For all media inquiries, please contact us at pr@kurufootwear.com.

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