2014 Thanksgiving Weekend Shopping Statistics

Source: Prosper Insights Analytics
N = 4631, 11/28-11/29/14
2014 Prosper Insights & Analytics - Black Friday Weekend
11/28-29/2014 N=4631
Adults 18+
Est. Adults 18+
Males
Females
<$50K
$50K+
18-34
35-54
55+ Northeast
Midwest
Have you gone or will you go Holiday shopping this Thursday, Friday, Saturday or Sunday?
Yes
55.1%
133,733,894
55.4%
No
44.9%
108,809,073
44.6%
Total
100.0%
242,542,967
100.0%
54.9%
45.1%
100.0%
50.2%
49.8%
100.0%
60.9%
39.1%
100.0%
74.3%
25.7%
100.0%
53.8%
46.2%
100.0%
39.2%
60.8%
100.0%
56.8%
43.2%
100.0%
56.3%
43.7%
100.0%
34.2%
65.4%
51.9%
24.0%
30.4%
64.6%
51.6%
26.9%
31.0%
60.5%
51.7%
24.2%
33.0%
68.5%
52.4%
26.9%
39.8%
71.4%
56.2%
28.8%
35.5%
65.5%
51.8%
24.4%
22.0%
58.8%
47.7%
23.6%
29.4%
66.0%
53.2%
27.3%
33.7%
63.3%
49.2%
22.3%
242,542,967
Of those saying "Yes" Have you or will you go Holiday shopping... (Check all that apply)
Thursday (Thanksgiving)
43,110,693
32.2%
Friday
65.0%
86,944,612
Saturday
51.8%
69,227,626
Sunday (planned)
25.5%
34,062,808
Estimated # of shoppers Thursday thru Sunday (includes
multiple shopping trips)
174.5%
233,345,739
Percent of all US Adults 18+

Friday
Saturday
Sunday (planned)
17.8%
35.8%
28.5%
14.0%
43,110,693
86,944,612
69,227,626
34,062,808
What types of gifts did you buy? (Check all that apply)
Clothing or clothing accessories
Toys
Books, CDs, DVDs, videos or video games
54.5%
32.6%
34.9%
47.7%
30.5%
36.9%
61.0%
34.6%
33.0%
54.3%
33.0%
34.9%
57.0%
34.1%
36.5%
64.4%
45.2%
45.3%
56.2%
32.1%
36.9%
43.9%
21.8%
23.3%
58.5%
32.6%
34.8%
52.1%
32.3%
34.5%
Consumer electronics or computer-related accessories

Sporting goods or leisure items
Home dcor or home-related furnishings
Home improvement items or tools
Jewelry or precious metal accessories
Gift cards / gift certificates
Personal care or beauty items
Food/Candy
Flowers/Plants
Other:
34.2%
13.9%
20.0%
12.4%
15.0%
28.1%
21.2%
24.5%
3.6%
5.1%
42.8%
18.6%
16.7%
15.9%
14.6%
29.2%
15.3%
23.3%
3.8%
4.1%
26.0%
9.4%
23.1%
9.1%
15.3%
27.1%
26.8%
25.6%
3.4%
6.0%
31.9%
11.2%
18.3%
10.3%
15.6%
27.4%
22.0%
26.8%
2.8%
5.7%
38.0%
16.7%
23.0%
14.7%
15.6%
30.5%
21.9%
24.7%
4.6%
5.0%
43.2%
21.1%
23.2%
16.2%
22.4%
31.5%
26.8%
28.3%
4.4%
1.7%
35.3%
13.1%
19.4%
10.8%
13.0%
28.4%
21.8%
21.5%
2.8%
4.2%
24.9%
8.1%
17.7%
10.7%
10.3%
24.8%
15.5%
24.2%
3.8%
9.1%
31.8%
12.9%
20.0%
12.2%
16.2%
30.4%
23.0%
24.4%
3.1%
3.4%
30.8%
12.0%
20.4%
11.0%
13.1%
26.8%
19.2%
23.3%
3.4%
4.7%
33.5%
50.0%
23.8%
39.5%
12.3%
14.8%
35.5%
51.4%
28.6%
19.2%
10.9%
14.4%
37.8%
49.8%
24.8%
26.0%
10.2%
12.2%
34.4%
54.9%
28.6%
33.6%
13.1%
17.3%
32.7%
56.4%
41.2%
42.1%
12.3%
14.6%
35.7%
52.2%
24.6%
28.5%
8.8%
14.5%
35.1%
44.2%
14.6%
17.9%
13.8%
14.7%
32.8%
54.0%
29.1%
27.4%
10.5%
14.6%
36.8%
49.2%
21.4%
25.5%
10.2%
14.6%
*The sum of the % totals may be greater than 100% because the respondents can select
more than one answer.
Where did you do your holiday shopping? (Check all that apply)
Discount store
34.6%
Department store
50.7%
Clothing or Accessories store
26.3%
Electronics store
29.1%
Other Specialty store
11.6%
Local/Small Business
14.6%
2014, Prosper
46,225,113
67,853,267
35,161,500
38,893,379
15,492,662
19,521,276
2014 Prosper - Black Friday Weekend
N = 4631, 11/28-11/29/14
11/28-29/2014 N=4631
Adults 18+
Crafts or fabrics store

Drug store
Grocery store/supermarket
Online
Catalog
Thrift Stores/Resale Shops
Outlet stores
Other:
6.6%
11.6%
20.4%
39.5%
3.7%
4.8%
5.4%
5.0%
Est. Adults 18+

242,542,967
8,835,003
15,509,199
27,330,344
52,864,947
4,998,705
6,377,191
7,195,957
6,738,991
Males
Females
<$50K
$50K+
18-34
35-54
55+ Northeast
Midwest
5.5%
9.9%
20.5%
38.4%
4.1%
3.6%
5.6%
5.3%
7.7%
13.2%
20.4%
40.6%
3.4%
5.9%
5.2%
4.8%
6.5%
10.9%
22.2%
38.8%
3.7%
6.3%
4.7%
5.5%
6.8%
13.0%
20.2%
42.8%
4.0%
3.8%
6.1%
5.3%
10.1%
9.9%
24.4%
43.5%
6.5%
6.4%
7.4%
2.0%
5.3%
12.1%
18.0%
39.2%
3.2%
4.6%
5.4%
3.8%
4.8%
12.6%
19.4%
36.3%
1.8%
3.5%
3.6%
9.1%
7.5%
14.4%
16.2%
42.0%
4.4%
3.8%
5.8%
4.5%
5.8%
12.4%
21.9%
34.8%
3.2%
4.6%
4.2%
5.8%
$427.23
$337.13
$269.71
$468.87
$409.45
$427.10
$307.39
$410.57
$356.78
How much did you spend on holiday shopping?

Average Amount Spent this Weekend
in billions $
$380.95
50.9
How much of what you spent was online?

$159.55
$178.33
$141.78
$110.09
$200.33
$189.84
$179.54
$111.52
$173.80
$142.49
Percent Online
41.9%
41.7%
42.1%
40.8%
42.7%
46.4%
42.0%
36.3%
42.3%
39.9%
5.3%
4.4%
7.9%
4.0%
4.0%
2.5%
2.5%
2.0%
3.6%
1.1%
1.0%
0.9%
1.6%
3.7%
5.5%
4.4%
6.2%
6.1%
33.5%
100.0%
4.9%
5.0%
8.7%
2.7%
3.6%
2.0%
2.1%
1.0%
2.8%
0.8%
0.7%
0.6%
0.6%
3.2%
5.5%
3.3%
5.2%
6.4%
40.9%
100.0%
5.6%
5.0%
8.1%
3.8%
4.9%
2.3%
2.0%
1.5%
3.3%
1.1%
0.5%
0.6%
1.3%
3.2%
4.0%
3.9%
4.7%
5.8%
38.3%
100.0%
4.4%
4.6%
8.8%
3.2%
2.9%
2.0%
2.6%
1.3%
3.0%
0.7%
1.2%
0.9%
1.0%
3.3%
6.8%
3.7%
6.2%
6.8%
36.7%
100.0%
5.8%
4.5%
10.5%
4.1%
4.5%
3.4%
3.5%
2.3%
6.4%
1.6%
1.6%
1.5%
2.0%
4.0%
6.0%
3.7%
5.6%
4.9%
24.3%
100.0%
6.2%
4.7%
9.4%
3.8%
4.4%
1.8%
1.9%
0.9%
3.3%
1.2%
0.6%
0.1%
1.0%
3.7%
6.9%
3.5%
5.4%
6.6%
34.4%
100.0%
3.3%
4.9%
5.2%
2.1%
2.5%
1.6%
1.6%
1.3%
0.0%
0.0%
0.5%
0.7%
0.3%
2.8%
3.6%
4.3%
6.0%
7.2%
52.0%
100.0%
4.7%
4.3%
7.6%
2.4%
3.8%
2.9%
1.7%
0.3%
2.3%
1.6%
0.7%
0.9%
0.8%
2.1%
5.4%
5.2%
5.2%
7.8%
40.5%
100.0%
5.2%
5.3%
10.5%
3.1%
3.6%
2.7%
1.4%
2.0%
2.2%
0.7%
0.6%
0.8%
1.2%
4.2%
4.9%
2.9%
7.5%
5.8%
35.3%
100.0%
Have you taken or will you take advantage of retailers online and in-store promotions to buy non-gift items on Thursday, Friday,
Saturday or Sunday?
Yes
77.2%
77.3%
77.1%
74.6%
79.8%
82.7%
79.4%
69.8%
80.8%
76.2%
What time will you/did you get to the store on the Friday after Thanksgiving?
Before 5 p.m. (Thanksgiving Day)
5.1%
5pm (Thanksgiving Day)
4.7%
8.3%
3.3%
3.8%
2.2%
2.3%
1.4%
Midnight
3.2%
1am
0.9%
2am
0.9%
3am
0.8%
4am
1.1%
5am
3.5%
6am
5.5%
7am
3.8%
8am
5.7%
9am
6.3%
10am or later
37.3%
Total
100.0%
2014, Prosper
N = 4631, 11/28-11/29/14
11/28-29/2014 N=4631
Adults 18+
Est. Adults 18+
Males
Females
<$50K
$50K+
18-34
35-54
55+ Northeast
Midwest
22.7%
100.0%
22.9%
100.0%
25.4%
100.0%
20.2%
100.0%
17.3%
100.0%
20.6%
100.0%
30.2%
100.0%
19.2%
100.0%
23.8%
100.0%
Did you shop or will you shop specifically for "Small Business Saturday" on Saturday, November 29?
Yes
32.7%
35.1%
30.4%
Maybe
42.5%
42.4%
42.6%
No
24.8%
22.4%
26.9%
Total
100.0%
100.0%
100.0%
26.5%
48.2%
25.3%
100.0%
37.7%
38.0%
24.3%
100.0%
35.0%
43.4%
21.6%
100.0%
30.8%
43.6%
25.6%
100.0%
32.7%
40.7%
26.7%
100.0%
39.1%
40.9%
20.0%
100.0%
31.0%
36.8%
32.2%
100.0%
24.2%
45.8%
36.8%
24.1%
23.0%
29.4%
50.6%
38.6%
26.6%
16.9%
32.7%
56.7%
42.2%
26.6%
9.0%
29.4%
46.6%
35.2%
23.3%
18.1%
16.9%
37.8%
32.1%
23.2%
28.6%
24.7%
47.7%
39.1%
26.2%
17.8%
28.3%
43.6%
30.8%
21.7%
22.8%
32.4%
15.7%
46.4%
4.6%
61.0%
1.6%
49.0%
7.3%
50.1%
3.8%
26.0%
17.0%
27.8%
28.7%
28.4%
16.7%
14.1%
35.7%
13.3%
21.6%
10.1%
16.7%
40.7%
4.7%
14.7%
19.2%
17.9%
35.4%
13.6%
21.1%
16.0%
17.1%
34.2%
13.4%
19.1%
8.7%
35.3%
5.7%
6.5%
21.1%
8.6%
23.3%
6.2%
11.5%
1.3%
5.5%
25.5%
2.4%
4.8%
20.9%
4.5%
21.3%
2.0%
10.6%
3.9%
4.9%
22.3%
0.8%
2.9%
18.9%
2.6%
16.5%
1.2%
15.4%
5.6%
4.7%
25.7%
2.2%
4.1%
21.1%
5.1%
20.6%
2.3%
13.1%
2.1%
5.8%
26.0%
1.5%
4.2%
19.0%
3.9%
18.0%
2.7%
13.3%
4.3%
23.4%
35.3%
39.6%
32.0%
33.3%
242,542,967
No
Total
22.8%
100.0%
Did you shop or will you shop online on any of the following days? (Check all that apply)
Thursday, November 27 (Thanksgiving Day)
26.2%
Friday, November 28 (Black Friday)
46.7%
Saturday, November 29
36.3%
Sunday, November 30
24.3%
Did not/Will not shop online on these days
18.9%
26.5%
48.2%
37.1%
25.4%
17.6%
25.8%
45.3%
35.5%
23.3%
20.1%
Where did you look for information on Black Friday Weekend sales, discounts, and promotions this year? (Check all that apply)
Advertising Circulars
47.1%
43.4%
50.6%
45.9%
51.8%
Blogs
7.0%
7.4%
6.6%
6.2%
8.2%
Coupon Websites (i.e. RetailMeNot.com,
FatWallet.com, etc.)
17.3%
15.5%
19.0%
16.9%
18.6%
Direct Mail
15.9%
17.9%
14.0%
14.6%
18.1%
Emails from Retailers
35.0%
30.7%
39.1%
35.3%
37.7%
Facebook
15.1%
15.6%
14.6%
15.9%
15.0%
Friends/Family
21.3%
22.0%
20.7%
21.8%
22.5%
Group Buying Websites (i.e. Groupon, LivingSocial,
etc.)
6.3%
6.8%
5.9%
5.7%
7.3%
Online Search
27.4%
30.0%
24.9%
29.0%
28.6%
Pinterest
2.9%
3.4%
2.3%
2.4%
3.2%
Radio Advertising
4.7%
6.4%
3.1%
4.0%
5.7%
Retailers Websites
20.3%
20.9%
19.8%
19.5%
22.8%
Retailer Apps
5.1%
5.6%
4.6%
4.6%
6.0%
TV Advertising
20.2%
21.8%
18.8%
21.6%
20.8%
Twitter
3.0%
4.2%
1.9%
2.7%
3.4%
Within the retail store
12.5%
13.9%
11.2%
12.9%
13.1%
Other (please specify):
3.7%
3.1%
4.2%
4.3%
3.5%
About what percent of your total holiday shopping have you completed thus far? (Check only one)
10% or less
33.1%
33.9%
2014, Prosper
32.3%
37.0%
28.4%
N = 4631, 11/28-11/29/14
11/28-29/2014 N=4631
Adults 18+
Est. Adults 18+
Males
Females
<$50K
$50K+
18-34
35-54
55+ Northeast
Midwest
15.8%
19.9%
19.3%
11.8%
100.0%
43.5%
15.6%
20.3%
16.8%
13.3%
100.0%
43.4%
16.1%
19.5%
21.7%
10.4%
100.0%
43.7%
13.6%
17.7%
19.2%
12.4%
100.0%
42.8%
18.6%
22.5%
20.1%
10.5%
100.0%
44.3%
17.5%
27.5%
22.4%
9.2%
100.0%
46.5%
16.7%
19.7%
16.7%
11.6%
100.0%
41.7%
13.5%
13.3%
19.1%
14.5%
100.0%
42.8%
17.9%
22.3%
17.5%
10.2%
100.0%
42.2%
15.9%
18.0%
21.5%
11.2%
100.0%
43.7%
Do you own either of the following devices? (Check all that apply)
Smartphone (e.g. iPhone, Droid, BlackBerry etc.)
61.5%
Tablet (e.g. iPad, Surface, Kindle Fire, etc.)
41.3%
I do not own either of these types of devices
27.4%
62.8%
41.0%
26.6%
60.2%
41.6%
28.1%
52.5%
33.1%
35.7%
70.9%
50.5%
18.6%
80.5%
43.5%
12.4%
63.4%
44.2%
25.1%
42.3%
36.3%
43.3%
58.1%
41.9%
28.6%
58.4%
40.5%
29.9%
26.9%
17.5%
17.4%
40.8%
27.7%
22.8%
25.0%
14.1%
15.6%
12.1%
5.3%
8.1%
24.8%
17.1%
17.0%
21.1%
12.6%
12.0%
17.4%
27.7%
13.8%
7.6%
15.3%
12.9%
242,542,967
25%
50%
75%
100%
Total
Average
How will you/did you use your Smartphone to make holiday purchase decisions this Thursday, Friday, Saturday or Sunday?
(Check all that apply)
Plan to Research Products/Compare Prices
25.5%
26.3%
24.7%
25.5%
Plan to Purchase Products
15.3%
16.8%
13.8%
13.5%
Plan to Redeem Coupons
15.3%
13.3%
17.1%
13.7%
Plan to look up Retailer Information (location, store
hours, directions, etc.)
16.0%
16.2%
15.8%
15.1%
Plan to use Apps to Research or Purchase Products
Plan to use Apps to Compare Prices
Plan to use Smartphone to Pay for a Transaction at a
Store Check-out Counter
Do not plan to Research or Make a Purchase with my
Smartphone
9.3%
10.3%
10.6%
10.7%
8.0%
10.0%
8.9%
10.2%
10.3%
11.1%
15.0%
17.0%
8.8%
9.8%
4.6%
4.9%
9.7%
9.8%
7.5%
9.2%
4.2%
4.0%
4.5%
4.2%
4.6%
7.6%
3.3%
2.2%
4.5%
3.6%
54.6%
51.4%
57.6%
58.6%
55.3%
27.2%
54.8%
79.1%
54.6%
61.3%
How will you/did you use your Tablet to make holiday purchase decisions this Thursday, Friday, Saturday or Sunday? (Check all
that apply)
29.5%
31.9%
27.2%
27.8%
31.4%
19.7%
20.6%
18.9%
18.2%
21.2%
12.3%
14.3%
10.4%
12.2%
12.6%
Plan to look up Retailer Information (location, store
hours, directions, etc.)
14.3%
16.5%
12.3%
14.2%
14.6%
40.3%
31.1%
22.9%
29.2%
19.2%
10.3%
20.0%
10.1%
4.9%
29.5%
21.1%
11.5%
26.8%
17.6%
10.4%
21.3%
13.4%
9.1%
12.6%
10.7%

Plan to use Tablet to Pay for a Transaction at a Store
Check-out Counter
Do not plan to Research or Make a Purchase with my
Tablet
9.1%
8.4%
11.1%
9.5%
7.2%
7.4%
8.5%
7.4%
9.8%
9.4%
17.4%
14.2%
7.4%
6.6%
3.5%
5.0%
8.8%
8.3%
5.8%
6.0%
4.2%
4.8%
3.5%
4.3%
4.1%
7.9%
3.2%
1.8%
4.5%
2.5%
52.6%
47.1%
57.8%
57.7%
53.2%
29.9%
53.2%
72.4%
50.7%
57.9%
2014, Prosper
N = 4631, 11/28-11/29/14
11/28-29/2014 N=4631
Adults 18+
Est. Adults 18+
Males
Females
<$50K
$50K+
18-34
35-54
55+ Northeast
Midwest
Will you shop ONLINE on the Monday after Thanksgiving? (Also known as "Cyber Monday")
Yes
52.3%
126,892,543
52.4%
No
47.7%
115,650,424
47.6%
Total
100.0%
242,542,967
100.0%
52.3%
47.7%
100.0%
49.1%
50.9%
100.0%
56.4%
43.6%
100.0%
66.4%
33.6%
100.0%
53.1%
46.9%
100.0%
38.8%
61.2%
100.0%
55.4%
44.6%
100.0%
49.2%
50.8%
100.0%
242,542,967
What will you use to shop on Cyber Monday? (Check all that apply)
Computer at home
84.5%
Computer at work
12.2%
A mobile device (e.g. iPhone, BlackBerry, Android,
iPad ,TouchPad, etc.)
19.3%
Other: (e.g. Computer at Library, Coffee Shop, Friend's
house, etc.)
0.7%
107,206,062
15,502,134
83.4%
15.0%
85.5%
9.6%
87.6%
7.3%
88.9%
17.5%
77.8%
16.3%
83.8%
14.8%
91.2%
5.8%
86.1%
12.8%
86.6%
12.3%
24,451,507
20.3%
18.3%
20.6%
19.8%
36.3%
15.8%
7.5%
18.1%
16.0%
836,050
0.2%
1.1%
1.1%
0.3%
0.6%
0.8%
0.6%
1.1%
0.4%
40.4%
39.3%
21.3%
32.2%
30.7%
30.7%
17.1%
0.6%
41.2%
36.6%
15.5%
32.7%
25.4%
28.3%
17.4%
1.2%
41.1%
37.5%
16.8%
34.3%
29.3%
27.6%
18.0%
1.4%
43.8%
41.6%
21.4%
33.3%
29.6%
33.8%
18.0%
0.5%
44.1%
39.3%
27.6%
36.8%
30.5%
25.6%
19.0%
0.9%
40.2%
34.7%
19.8%
28.9%
27.7%
32.3%
19.1%
0.5%
38.5%
40.0%
8.5%
32.3%
26.0%
29.9%
13.8%
1.4%
42.5%
36.1%
18.7%
30.6%
26.2%
31.9%
17.3%
0.6%
41.7%
38.7%
14.7%
30.2%
26.5%
32.0%
16.4%
0.5%
What time(s) will you shop on Cyber Monday? (Check all that apply)
Early morning
40.8%
Late morning
37.9%
Over my lunch hour
18.4%
Early afternoon
32.5%
Late afternoon
28.0%
Early evening
29.5%
Late evening
17.2%
Other:
0.9%
2014, Prosper
South
Black
Friday
Weekend
Online
West Buyers*
55.5%
44.5%
100.0%
52.0%
48.0%
100.0%
100.0%
0.0%
100.0%
35.3%
64.4%
52.6%
27.1%
28.0%
67.5%
51.7%
24.1%
38.3%
69.4%
63.5%
33.8%
56.5%
33.8%
35.5%
49.8%
31.1%
34.3%
65.4%
44.6%
46.7%
36.9%
15.7%
21.3%
13.2%
16.0%
26.9%
22.7%
25.0%
3.9%
5.4%
35.7%
13.7%
17.8%
13.1%
14.0%
29.0%
19.7%
25.6%
4.6%
6.4%
46.9%
20.5%
25.5%
16.5%
23.7%
39.7%
32.2%
33.0%
6.1%
4.8%
34.8%
50.9%
27.9%
31.6%
11.6%
14.5%
33.0%
48.5%
25.8%
31.2%
13.9%
14.5%
37.2%
58.6%
36.6%
38.8%
11.7%
20.2%
2014, Prosper
N = 4631, 11/28-11/29/14
South
Black
Friday
Weekend
Online
West Buyers*
6.1%
10.4%
21.6%
39.9%
3.8%
5.2%
6.2%
5.0%
7.0%
9.3%
21.3%
41.7%
3.2%
5.2%
4.9%
4.9%
10.3%
15.1%
27.0%
100.0%
8.2%
7.1%
8.6%
2.3%
$392.01
$357.48
$468.85
$159.14
$158.84
$238.42
40.6%
44.4%
50.9%
5.5%
4.4%
8.3%
4.7%
4.1%
1.4%
3.2%
1.2%
4.1%
0.8%
1.2%
0.6%
1.3%
3.4%
5.6%
2.4%
5.0%
6.2%
36.6%
100.0%
5.1%
4.7%
6.5%
2.2%
3.6%
2.2%
2.5%
2.7%
3.2%
0.8%
1.0%
0.8%
1.1%
4.6%
5.6%
5.5%
5.1%
5.6%
37.4%
100.0%
5.9%
4.8%
7.7%
3.6%
4.1%
2.0%
2.3%
1.7%
4.6%
1.0%
1.0%
0.4%
1.7%
3.2%
5.6%
4.6%
5.7%
7.1%
32.9%
100.0%
75.4%
77.4%
88.3%
2014, Prosper
N = 4631, 11/28-11/29/14
South
Black
Friday
Weekend
Online
West Buyers*
24.6%
100.0%
22.6%
100.0%
11.7%
100.0%
28.0%
46.4%
25.7%
100.0%
35.6%
45.1%
19.3%
100.0%
35.4%
44.2%
20.4%
100.0%
28.2%
47.4%
36.3%
24.9%
17.6%
21.2%
47.8%
39.3%
24.1%
17.5%
39.1%
67.2%
54.2%
35.8%
4.6%
44.5%
7.7%
45.2%
9.1%
46.7%
12.2%
17.0%
13.9%
35.5%
16.7%
24.7%
17.0%
15.1%
34.7%
15.9%
18.6%
26.3%
19.2%
44.3%
24.2%
30.2%
7.3%
28.3%
3.4%
5.8%
21.5%
5.8%
21.4%
3.3%
12.6%
4.6%
6.6%
29.3%
4.0%
4.0%
18.5%
5.2%
20.6%
3.8%
10.7%
3.2%
11.3%
44.1%
5.1%
7.2%
31.5%
9.9%
26.3%
5.2%
13.8%
2.4%
32.6%
34.6%
11.3%
2014, Prosper
N = 4631, 11/28-11/29/14
South
Black
Friday
Weekend
Online
West Buyers*
14.9%
20.6%
19.3%
12.6%
100.0%
44.3%
15.3%
18.4%
18.7%
12.9%
100.0%
43.5%
21.7%
30.7%
29.3%
7.0%
100.0%
50.9%
65.3%
42.5%
24.5%
62.6%
39.3%
28.1%
76.4%
56.9%
12.5%
29.5%
16.3%
17.4%
24.5%
14.8%
13.7%
43.7%
26.5%
26.3%
18.0%
16.9%
29.0%
10.2%
11.4%
9.4%
10.5%
19.8%
22.4%
4.1%
5.1%
8.6%
50.0%
54.0%
35.0%
31.9%
20.3%
13.4%
26.4%
19.6%
13.4%
44.7%
31.0%
21.6%
17.0%
15.4%
22.9%
11.0%
8.6%
9.3%
10.1%
18.5%
16.2%
4.9%
4.2%
8.8%
50.1%
55.3%
38.7%
2014, Prosper
N = 4631, 11/28-11/29/14
South
Black
Friday
Weekend
Online
West Buyers*
54.0%
46.0%
100.0%
49.9%
50.1%
100.0%
84.6%
15.4%
100.0%
84.1%
12.9%
81.0%
10.3%
88.2%
14.5%
20.6%
21.9%
31.0%
0.6%
0.6%
0.4%
41.5%
38.0%
20.8%
35.1%
31.6%
28.3%
17.8%
1.2%
37.2%
38.3%
18.3%
32.2%
25.0%
25.4%
16.8%
1.2%
48.6%
41.3%
26.8%
40.3%
36.2%
34.3%
22.0%
0.8%
2014, Prosper
N = 4631, 11/28-11/29/14
10
N = 4631, 11/28-11/29/14

2014
4631
estimated Adults
242,542,967
2013
4464
55.1%
44.9%
100.0%
133,733,894
108,809,073
242,542,967
Of those saying "Yes" Have you or will you go Holiday

shopping... (Check all that apply)
Friday
Saturday
Sunday (planned)
32.2%
65.0%
51.8%
25.5%
Estimated # of shoppers Thursday thru Sunday (includes multiple shopping

trips)
estimated Adults
% CHG
240,185,952
1.0%
58.7%
41.3%
100.0%
141,101,878
99,084,074
240,185,952
-5.2%
9.8%
1.0%
43,110,693
86,944,612
69,227,626
34,062,808
31.8%
65.2%
52.8%
26.4%
44,881,481
92,052,843
74,548,818
37,198,882
-3.9%
-5.5%
-7.1%
-8.4%
174.5%
233,345,739
176.2%
248,682,025
-6.2%
Percent of all US Adults 18+

Friday
Saturday
Sunday (planned)
17.8%
35.8%
28.5%
14.0%
43,110,693
86,944,612
69,227,626
34,062,808
18.7%
38.3%
31.0%
15.5%
44,881,481
92,052,843
74,548,818
37,198,882
-3.9%
-5.5%
-7.1%
-8.4%
What types of gifts did you buy? (Check all that apply)
Clothing or clothing accessories
Toys
Books, CDs, DVDs, videos or video games
Consumer electronics or computer-related accessories
Sporting goods or leisure items
Home dcor or home-related furnishings
Home improvement items or tools
Jewelry or precious metal accessories
Gift cards / gift certificates
Personal care or beauty items
Food/Candy
Flowers/Plants
Other:
54.5%
32.6%
34.9%
34.2%
13.9%
20.0%
12.4%
15.0%
28.1%
21.2%
24.5%
3.6%
5.1%
Have you gone or will you go Holiday shopping this Thursday,

Friday, Saturday or Sunday?
Yes
No
Total
57.5%
34.5%
36.1%
37.7%
14.6%
23.2%
Not Asked
16.9%
29.6%
23.9%
28.8%
6.0%
6.4%
*The sum of the % totals may be greater than 100% because the respondents can select more than one answer.
Where did you do your holiday shopping? (Check all that

Discount store
Department store
Clothing or Accessories store
Electronics store
Other Specialty store
Local/Small Business
Crafts or fabrics store
Drug store
Grocery store/supermarket
Online
2014, Prosper
34.6%
50.7%
26.3%
29.1%
11.6%
14.6%
6.6%
11.6%
20.4%
39.5%
46,225,113
67,853,267
35,161,500
38,893,379
15,492,662
19,521,276
8,835,003
15,509,199
27,330,344
52,864,947
11
38.9%
54.2%
28.7%
32.2%
12.7%
Not Asked
8.9%
14.3%
22.9%
42.1%
54,951,764
76,422,947
40,554,496
45,445,465
17,876,767
Not Asked
12,552,083
20,213,561
32,337,352
59,364,561
N = 4631, 11/28-11/29/14

2014
4631
3.7%
4.8%
5.4%
5.0%
Catalog
Thrift Stores/Resale Shops
Outlet stores
Other:
estimated Adults
2013
4464
5.9%
5.7%
7.2%
6.0%
242,542,967
4,998,705
6,377,191
7,195,957
6,738,991
estimated Adults
240,185,952
8,293,400
8,006,473
10,199,857
8,534,251
% CHG
1.0%
How much did you spend on holiday shopping?

in billions $
$380.95
$407.02
50.9
-6.4%
-11.3%
57.4
How much of what you spent was online?

$159.55
$177.67
-10.2%
Percent Online
41.9%
43.7%
-4.1%
What time will you/did you get to the store on the Friday after
Thanksgiving?
Before 5 p.m. (Thanksgiving Day)
Midnight
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am or later
Total
5.1%
4.7%
8.3%
3.3%
3.8%
2.2%
2.3%
1.4%
3.2%
0.9%
0.9%
0.8%
1.1%
3.5%
5.5%
3.8%
5.7%
6.3%
37.3%
100.0%
Have you taken or will you take advantage of retailers online

and in-store promotions to buy non-gift items on Thursday,
Friday, Saturday or Sunday?
Yes
No
Total
77.2%
22.8%
100.0%
2014, Prosper
Cumulative %
5.1%
9.8%
18.1%
21.4%
25.2%
27.4%
29.7%
31.2%
34.3%
35.3%
36.1%
36.9%
38.0%
41.4%
46.9%
50.7%
56.4%
62.7%
100.0%
Cumulative %
4.9%
3.6%
6.2%
3.2%
7.6%
2.9%
2.3%
2.1%
4.6%
1.3%
0.9%
1.0%
1.2%
2.9%
4.7%
3.5%
5.7%
5.6%
35.8%
4.9%
8.4%
14.7%
17.8%
25.4%
28.3%
30.6%
32.8%
37.3%
38.6%
39.5%
40.5%
41.7%
44.6%
49.4%
52.9%
58.5%
64.2%
100.0%
76.4%
23.6%
100.0%
12
N = 4631, 11/28-11/29/14

2014
4631
Did you shop or will you shop specifically for "Small Business
Saturday" on Saturday, November 29?
Yes
Maybe
No
Total
estimated Adults
242,542,967
2013
4464
32.7%
42.5%
24.8%
100.0%
Not Asked
26.2%
46.7%
36.3%
24.3%
18.9%
26.5%
47.1%
35.7%
24.5%
18.1%
Where did you look for information on Black Friday Weekend

sales, discounts, and promotions this year? (Check all that
apply)
Advertising Circulars
Blogs
47.1%
7.0%
49.2%
8.3%
Coupon Websites (i.e. RetailMeNot.com, FatWallet.com, etc.)

Direct Mail
Emails from Retailers
Facebook
Friends/Family
17.3%
15.9%
35.0%
15.1%
21.3%
18.4%
16.7%
36.8%
16.4%
21.9%
Group Buying Websites (i.e. Groupon, LivingSocial, etc.)

Online Search
Pinterest
Radio Advertising
Retailers Websites
Retailer Apps
TV Advertising
Twitter
Within the retail store
Other (please specify):
6.3%
27.4%
2.9%
4.7%
20.3%
5.1%
20.2%
3.0%
12.5%
3.7%
8.4%
33.0%
3.3%
5.6%
23.6%
5.3%
23.8%
4.2%
12.2%
2.6%
33.1%
15.8%
19.9%
19.3%
31.1%
15.6%
19.7%
22.3%
Did you shop or will you shop online on any of the following
Thursday, November 27 (Thanksgiving Day)
Friday, November 28 (Black Friday)
Saturday, November 29
Sunday, November 30
Did not/Will not shop online on these days
estimated Adults
240,185,952
% CHG
1.0%
Not Asked
Not Asked
About what percent of your total holiday shopping have you

completed thus far? (Check only one)
10% or less
25%
50%
75%
2014, Prosper
13
N = 4631, 11/28-11/29/14
100%
Total
Average
Do you own either of the following devices? (Check all that
apply)
Smartphone (e.g. iPhone, Droid, BlackBerry etc.)
Tablet (e.g. iPad, Surface, Kindle Fire, etc.)
I do not own either of these types of devices
2014
4631
11.8%
100.0%
43.5%
estimated Adults
242,542,967
2013
4464
11.3%
100.0%
44.9%
61.5%
41.3%
27.4%
55.8%
36.5%
33.0%
25.5%
15.3%
15.3%
27.2%
15.3%
14.2%
estimated Adults
240,185,952
% CHG
1.0%
How will you/did you use your Smartphone to make holiday

purchase decisions this Thursday, Friday, Saturday or
Sunday? (Check all that apply)
Plan to look up Retailer Information (location, store hours,
directions, etc.)
16.0%
18.4%

Plan to use Smartphone to Pay for a Transaction at a Store Checkout Counter
9.3%
10.3%
11.9%
10.7%
4.2%
Not Asked
Do not plan to Research or Make a Purchase with my Smartphone
54.6%
53.6%
29.5%
19.7%
12.3%
32.8%
24.6%
14.0%
14.3%
9.1%
8.4%
18.0%
11.2%
9.9%
4.2%
52.6%
Not Asked
How will you/did you use your Tablet to make holiday purchase
decisions this Thursday, Friday, Saturday or Sunday? (Check
all that apply)
Plan to look up Retailer Information (location, store hours,
directions, etc.)
Plan to use Tablet to Pay for a Transaction at a Store Check-out
Counter
Do not plan to Research or Make a Purchase with my Tablet
47.9%
Will you shop ONLINE on the Monday after Thanksgiving?

(Also known as "Cyber Monday")
Yes
No
Total
2014, Prosper
% CHG
52.3%
47.7%
100.0%
126,892,543
115,650,424
242,542,967
14
54.8%
45.2%
100.0%
131,631,356
108,554,596
240,185,952
-3.6%
6.5%
1.0%
N = 4631, 11/28-11/29/14

2014
4631
What will you use to shop on Cyber Monday? (Check all that
apply)
Computer at home
Computer at work
A mobile device (e.g. iPhone, BlackBerry, Android, iPad
,TouchPad, etc.)
Other: (e.g. Computer at Library, Coffee Shop, Friend's house, etc.)
estimated Adults
242,542,967
2013
4464
84.5%
12.2%
107,206,062
15,502,134
19.3%
0.7%
estimated Adults
% CHG
240,185,952
1.0%
87.3%
12.4%
114,867,816
16,377,102
-6.7%
-5.3%
24,451,507
18.9%
24,829,829
-1.5%
836,050
0.7%
969,630
-13.8%
What time(s) will you shop on Cyber Monday? (Check all that
apply)
Early morning
Late morning
Over my lunch hour
Early afternoon
Late afternoon
Early evening
Late evening
Other:
40.8%
37.9%
18.4%
32.5%
28.0%
29.5%
17.2%
0.9%
43.3%
39.1%
19.3%
33.0%
28.4%
28.9%
18.8%
0.6%
2014, Prosper
15

2014 Thanksgiving Weekend Shopping Statistics

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2014 Thanksgiving Weekend Shopping Statistics

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Source: Prosper Insights Analytics

2014 Prosper Insights & Analytics - Black Friday Weekend

Est. Adults 18+

Percent of all US Adults 18+

Consumer electronics or computer-related accessories

2014 Prosper - Black Friday Weekend

Source: Prosper Insights Analytics

2014 Prosper Insights & Analytics - Black Friday Weekend

Crafts or fabrics store

Est. Adults 18+

How much did you spend on holiday shopping?

How much of what you spent was online?

2014 Prosper - Black Friday Weekend

Source: Prosper Insights Analytics

2014 Prosper Insights & Analytics - Black Friday Weekend

Est. Adults 18+

2014 Prosper - Black Friday Weekend

Source: Prosper Insights Analytics

2014 Prosper Insights & Analytics - Black Friday Weekend

Est. Adults 18+

Plan to use Apps to Research or Purchase Products

2014 Prosper - Black Friday Weekend

Source: Prosper Insights Analytics

2014 Prosper Insights & Analytics - Black Friday Weekend

Est. Adults 18+

2014 Prosper - Black Friday Weekend

Source: Prosper Insights Analytics

2014 Prosper - Black Friday Weekend

Source: Prosper Insights Analytics

2014 Prosper - Black Friday Weekend

Source: Prosper Insights Analytics

2014 Prosper - Black Friday Weekend

Source: Prosper Insights Analytics

2014 Prosper - Black Friday Weekend

Source: Prosper Insights Analytics

2014 Prosper - Black Friday Weekend

Source: Prosper Insights Analytics

2014 Prosper Insights & Analytics - Black Friday Weekend

Of those saying "Yes" Have you or will you go Holiday

Estimated # of shoppers Thursday thru Sunday (includes multiple shopping

Percent of all US Adults 18+

Have you gone or will you go Holiday shopping this Thursday,

Where did you do your holiday shopping? (Check all that

2014 Prosper - Black Friday Weekend

Source: Prosper Insights Analytics

2014 Prosper Insights & Analytics - Black Friday Weekend

How much did you spend on holiday shopping?

How much of what you spent was online?

Have you taken or will you take advantage of retailers online

2014 Prosper - Black Friday Weekend

Source: Prosper Insights Analytics

2014 Prosper Insights & Analytics - Black Friday Weekend

Where did you look for information on Black Friday Weekend

Coupon Websites (i.e. RetailMeNot.com, FatWallet.com, etc.)

Group Buying Websites (i.e. Groupon, LivingSocial, etc.)

About what percent of your total holiday shopping have you

2014 Prosper - Black Friday Weekend

Source: Prosper Insights Analytics

2014 Prosper Insights & Analytics - Black Friday Weekend

How will you/did you use your Smartphone to make holiday

Plan to use Apps to Research or Purchase Products

Do not plan to Research or Make a Purchase with my Smartphone

Will you shop ONLINE on the Monday after Thanksgiving?

2014 Prosper - Black Friday Weekend