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NRF survey  says more will shop this year on Black Friday, Cyber Monday

According to a preliminary Black Friday shopping survey conducted for the National Retail Federation, up to 138 million people plan to shop Black Friday weekend 2010, four million more than last year. According to the survey, approximately 60 million people say they will definitely hit the stores while another 78 million are waiting to see if the bargains are worth braving the cold and the crowds.

"The rules for Black Friday have changed significantly," said NRF President and CEO Matthew Shay. "Instead of waiting until Thanksgiving Day to announce their promotions, many retailers are getting shoppers excited about Black Friday by offering sneak peeks of deals in advance, using social media to create buzz, or teasing upcoming deals on their websites."

Many retailers also have big plans for the Monday after Thanksgiving. According to Shop.org's eHoliday Survey, 88.2% of retailers will have a special promotion for Cyber Monday, a term coined by Shop.org in 2005 after retailers noticed a trend of people shopping online on the Monday after Thanksgiving.

According to the survey, 54.5% of workers with Internet access, or 70.1 million people, will shop for holiday gifts from the office this year. Employees most likely to shop from work include men (56.5%) and young adults 25-34 (71.8%).

The NRF says retailers' Cyber Monday plans are more robust this year with nearly half of companies offering specific deals (49.0%, up from 42.9% last year) and many planning one-day sales (41.2% vs. 32.9% last year) and free shipping on all purchases (21.6% vs. 15.7% last year).

Some retailers will be posting holiday promotions and sales info at CyberMonday.com, created four years ago by retailers as a one-stop shop for consumers looking for the Cyber Monday promotions. In addition to hundreds of offers, some of which will be exclusive promotions only available on the site, CyberMonday.com will feature a Deal of the Hour on both Black Friday and Cyber Monday this year, highlighting a different retail promotion every 60 minutes, including free shipping specials, dollars off, percentages off, and free gifts with purchase.

The NRF 2010 Holiday Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the winter holidays. The survey polled 8,778 consumers and was conducted for NRF by BIGresearch from Nov. 3-9, 2010. The consumer poll has a margin of error of plus or minus 1.0%. Shop.org's eHoliday study, conducted by BIGresearch for Shop.org, surveyed 51 online retailers from Sep. 1-27, 2010.

Shop.org, a division of the National Retail Federation, is a membership community for digital retail. Founded in 1996, Shop.org's 600 members include the 10 largest retailers in the U.S. and more than 60 percent of the Internet Retailer Top 100 E-Retailers.

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