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While 70% of Consumers Say They Prefer Shopping Online, Many Consumers Still Have an Emotional Attachment to Black Friday

NEW YORK, Nov. 29, 2017 /PRNewswire/ — Trybe AS, a global consumer research technology company, released real-time data on consumer shopping habits and behavior during Thanksgiving Day, Black Friday and Cyber Monday.

The data presented in The Shopper Ticker by Trybe represents information collected within 12 hours after the Thanksgiving Holidays in the U.S. Unlike most Thanksgiving Holiday shopping surveys, Trybe’s survey was based on consumers real behavior and not only the prediction of their purchases.

The Shopper Ticker - November 2017

Trybe took a different approach by asking consumers questions in regard to their emotions when shopping during the holidays, especially on days such as Thanksgiving where people are accustomed to spending the day with their family. “We wanted to understand how and why they were inclined to stand in lines, how it made them feel, and what they purchased, and for what reason”, said Daniel Michalczyk, CEO of Trybe. Today, many advertisers and marketing executives use emotions to build ads and campaigns in order to connect with the consumers. A great example is the recent Procter & Gamble “The Talk” ad for 2018 Winter Olympics.


The data and trends shown in The Shopper Ticker for November 2017 include:

  • Women prefer shopping on Thanksgiving Day more than men, 34% vs. 30%, whereas men are in favor of shopping on Cyber Monday more than women, 56% vs. 51%.
  • Only 1 in 5 did not shop during the Thanksgiving Day, Black Friday or Cyber Monday.
  • The biggest categories of bought goods are electronics for men, while women purchased apparel and accessories. Electronics only comes second for women.
  • While both genders predominantly use the three days to shop for other people, women do so more than men, women 82% vs men 61%. Men buy for themselves at twice the rate vs. women 26% vs. 13%.
  • Out of the consumers who bought something on Cyber Monday, 8 in 10 bought on Amazon.


There have been a lot of speculations and predictions about shopping in stores vs online, and what consumers prefer and where the trend is going. The survey shows that while consumers shop on Thanksgiving Day, Black Friday and Cyber Monday, their preferred day of shopping is Cyber Monday, with 56% of males and 55% of females. When asked if they prefer shopping on in-store or online, 67% respective 70% of males said online.

The survey that was conducted by Trybe gathered close to 3,500 respondents in U.S across all states. The full version of The Shopper Ticker is accessible here.


About Trybe

Trybe is a global consumer research technology company making high-quality research accessible to every brand around the world. We empower small and large enterprise companies worldwide, and their marketers, to gain in-depth insights to better understand their products and the attitudes and behavior patterns of their customers. We use advanced data analytics to automate the research process and have a global online community of millions of consumers. This allows us to offer consumer research for a fraction of the cost and at a higher speed than any traditional consumer research firm.

We conduct research continuously in 15 countries worldwide and have an online community of respondents in 42 other countries globally. That is how we enable brands to conduct research in some of the unique markets, within a matter of weeks.

Our clients include Coca-Cola, Mars, Nestlé, Stokke, Unilever, and Wrigley.
Learn more about Trybe by visiting