A new National poll from Gallup shows that less people are shopping on Black Friday, and that most of those shoppers are young. Fewer than one in five Americans plan to shop the sales from the day after Thanksgiving. Of those one in five, more than a third of the bargain shoppers reported being within the age range of 18 to 29. Older shoppers drop in their intention to purchase.
The recent Gallup poll was the first of its kind from the company. While 18 percent of Americans reporting that they plan to shop for the deals of Black Friday may seem low, there is no range of comparison for Gallup. The poll also shows that woman, nonwhite citizens, those from the Midwest, and those making between $50,000 and $75,000 a year in household income are more likely to go shopping for Black Friday deals. Most people shopping report that their main shopping intentions arise from their belief that prices on Black Friday are cheaper than a regular business day.
Gallups methods are as follows: "Results for this Gallup poll are based on telephone interviews conducted Nov. 15-18, 2012, with a random sample of 1,015 adults, aged 18 and older, living in all 50 U.S. states and the District of Columbia. For results based on the total sample of national adults, one can say with 95% confidence that the maximum margin of sampling error is ±3 percentage points."
The Gallup Poll possibly provides insight into the shopping patterns of Americans. For all of the media attention and store promotion that comes from Black Friday each year, only a small percentage of the population devotes their time and money towards the deals of Black Friday. Additionally, younger Americans are more likely to withstand the weather and crowds of Black Friday in search of shopping deals. Perhaps this poll goes to show that marketing attention on Black Friday should shift towards the nation's young in order to maximize profit.