Black Friday sale uncovers new challenges in 2019

39% of American customers tend to go into physical stores on Black Friday

Black Friday and Cyber Monday

Black Friday sale uncovers new challenges in 2019. Source: shutterstock.com

According to the Genesys survey of 800 American adults, surprising gender and generation gaps in Black Friday are likely to appear.

This year, 39% of American customers tend to go into physical stores on Black Friday, whereas 61% of them answered they didn’t plan to go there. The chief cause for what poses difficulty for retailers is that 28% claim they used to go shopping on Black Friday but have stopped. There are three main causes for not planning to go into physical stores on Black Friday 2019: the shops are too crowded (37%), the price reductions are not worth the inconvenience (25%), and because of online shopping is easier (27%).

In contrast to the gender stereotypes, the survey results find American men (45%) are more interested in Black Friday physical store shopping than women (33%).

As to the age groups, millennials from 24 to 34 years old are the largest age group planning to go into physical stores, at 51%. Meanwhile, the 25-34 age group (27%) is more likely to feel online shopping is easier than dealing with the chaos that is Black Friday.

And finally, people at the age of 55-64 are the least likely age group to say they plan to go into physical stores this Black Friday (18%).

According to the geographical aspect, respondents of the Western region (47%) intend to go into physical stores, whereas Northeasterners (35%) prefer online shopping.

SEE ALSO: How to Prepare for Black Friday

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