The overwhelming majority of shoppers (85 percent) say that they shop on Black Friday for the sales and to get the best prices. Others go simply to browse (50 percent), to get the most popular, must-have items (33 percent), because it’s a family tradition (33 percent) and still others genuinely enjoy the excitement of being in the stores that day (29 percent).

“The day after Thanksgiving is a highlight for both retailers and consumers,” said John Theiss, vice president, retail industries, American Express. “While many shoppers are drawn to the energy of the stores and the holiday kickoff, most report that they will be out to get the best deals and bargains.”

The American Express Retail Index also finds that more Black Friday shoppers, defined as consumers who are holiday shopping on the day after Thanksgiving as well as throughout the year, will be heading to those destinations that match their budgets as well as their gift lists.

On average, Black Friday shoppers plan to spend $1,086 for gifts this holiday season. However, they reflect an almost even split in consumer confidence, with 46 percent reporting higher confidence in the economy than last year.

The split in consumer confidence may be one reason why 42 percent of bargain shoppers said they planned to shop or browse on Black Friday. More than one-third of “early bird” shoppers (35 percent) will also be shopping on Black Friday, and nearly as many destination shoppers (29 percent), who shop with lists and destinations in mind.

Holiday Shopping Is A Pleasure for Most
While the clear majority of Black Friday shoppers (61 percent) say the holiday retail experience is a “pleasure,” one in three (34 percent) says the holiday retail experience is a “chore” — “stressful or anxiety-provoking.” Those who find it a chore offer retailers insights into ways to change their perception of the holiday shopping experience. Among their top solutions are: “faster checkout” (87 percent), automatic pricing readers for items that don’t have price tags (83 percent) accessible, knowledgeable salespeople (82 percent), convenient/ample and free parking (76 percent) and guaranteed in-stock of most popular items (71 percent).

Forty-five percent of Americans who plan to holiday shop at upscale/luxury stores, such as Gucci or Neiman Marcus, will shop on the day after Thanksgiving. Two in five Black Friday shoppers (40 percent) plan to give kitchen and cooking equipment as gifts this holiday season; nearly two in five (37 percent) plan to buy gifts for a pet during the season, while one in five (23 percent) plans to give wines and spirits.

The spirit of giving extends to philanthropic efforts as well, with 41 percent of Black Friday shoppers planning to make a charitable contribution this holiday season.

Black Friday shoppers certainly find ways to make the most of their shopping with nearly one-half (47 percent) admitting that when shopping for others on their holiday lists, they “almost always” or “sometimes” also buy something for themselves. In addition, when asked about their motivations for purchasing, almost one-third (32 percent) cite receiving rewards points as a determining factor.

Shifts in Shopper Destinations
While the mall (89 percent), individual stand-alone stores (64 percent), and mail order catalogs (40 percent) are on par with last year, traffic to factory outlets and on the Internet may prove heavier among Black Friday shoppers this year. The American Express Retail Index shows substantial increases in factory outlets (47 percent compared to 42 percent in 2002) and the Internet (42 percent compared to 28 percent in 2002) as destinations for holiday spending.

Mass merchandisers (87 percent vs. 85 percent in 2002), department stores (76 percent vs. 75 percent), discount department stores, such as TJ Maxx (59 percent vs. 52 percent), toy stores (64 percent vs.62 percent), jewelry stores (36 percent vs. 33 percent) and warehouse clubs, such as Costco (49 percent, up from 47 percent), are again popular with Black Friday shoppers.

However, there are shifts in destination retailers this season, including: music and video stores (66 percent, up from 58 percent), specialty clothing stores (57 percent, up from 45 percent), food/grocery stores (40 percent, up from 34 percent), home furnishing stores, such as Bed, Bath & Beyond (39 percent, up from 17 percent) and candy stores (23 percent vs. 18 percent).

Black Friday shoppers register a large jump over last season in all Web-based shopping activities, including comparing prices (50 percent vs. 38 percent), browsing for gift ideas (49 percent vs. 40 percent), purchasing gifts (43 percent vs. 23 percent) and sending cards and/or photos electronically (30 percent vs. 24 percent).

Favorite Gift Items
In terms of the items most likely to be given as gifts by Black Friday shoppers this season, clothing is still the perennial favorite (87 percent), with music, tapes, CDs, or DVDs (79 percent) and toys or games (77 percent) rounding out the top three. More Black Friday shoppers than last year, plan to give electronics/appliances (50 percent vs. 45 percent), such as home entertainment items this season, as well as home furnishings (47 percent vs. 42 percent), computers, computer accessories and personal communications devices, including PDAs and cell phones (43 percent vs. 40 percent), health/fitness or sports equipment (33 percent vs. 28 percent) and perfume, cologne or cosmetics (64 percent vs. 60 percent).

Three-quarters of Black Friday shoppers plan to purchase gift cards, gift certificates or gift cheques - far outpacing cash (38 percent) as a gift alternative. Shoppers report that they prefer to give gift cards, gift certificates or gift cheques because “it allows the receiver to choose whatever he or she wants” (90 percent), followed by those who say “it saves me time” (44 percent) and “it’s a request from the recipient” (25 percent).

Sixty percent of Black Friday shoppers plan to use credit cards or charge cards to make some or all of their holiday purchases this holiday season, with 15 percent using only their cards for purchases. Nearly one in three (31 percent) plans to pay in gift cards, gift certificates or gift cheques, while others plan to increase use of store cards (23 percent), reward points (14 percent) and merchandise credit (14 percent).

American Express Company is a diversified worldwide travel and financial services company founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, investment products, insurance and international and online banking.

The American Express Retail Index on holiday shopping was conducted by telephone between October 20, 2003 and October 28, 2003 and surveyed 803 heads of households, age 18 and older. The 2003 American Express Retail Index looked at buying attitudes, shopping trends and preferences among the general consuming public. The margin of error is +/- 3.5 percent.