Most Shoppers Aged 35 Or Older To Shop Online This Black Friday


Gift Card Granny (GCG), the world’s largest discount gift card website, recently conducted a survey to observe the average American’s Black Friday and Cyber Monday shopping habits. Topics including buying trends and gifting preferences were analyzed.

Online Shopping Continues To Rise

Online shopping during the holidays continues to rise among all age groups; 50% of respondents shop online exclusively for Black Friday. However, 37% prefer to shop both in-store and online while 13% are likely to shop only in-store. Eighty percent of respondents aged 35 or older plan to make an online purchase during Black Friday.

Growth In Black Friday Shopping

Eighty-one percent of U.S. adults plan to make at least one purchase on Black Friday when compared to 69% in 2017. Although there is a 30% growth in Black Friday shopping for millennials, respondents aged 35 or older will decrease their Black Friday shopping by 7%.

Black Friday vs Cyber Monday

Fifty-three percent of all respondents made a purchase last year on Cyber Monday and 47% claim to have not. However, the majority (48%) of prefer Black Friday deals over Cyber Monday (31%) while 21% would rather not shop on either day.

Holiday Gift Ideas

Gift cards are among the most popular items this holiday season with nearly 80% of U.S. adults planning to give a gift card as a gift. Approximately 80% of respondents state they would be happy or thrilled to receive a gift card while ten percent of respondents would feel indifferent.

Gift Card Granny annually surveys shoppers about their gift card purchasing behavior for the holiday season. Responses from the 2017 holiday gift card trends survey indicate that incentives may influence gift card purchases; 64% of consumers have bought a gift card to earn reward points or money.

“Even with the steady growth of online shopping for Black Friday and Cyber Monday, gift cards continue to rank as a preferred gift for the holiday season,” says Mark Romanelli, Chief Product Officer of Gift Card Granny.

View full question responses and trends.