The Black (Friday) List

It helps to be young to be up and shopping at 2 a.m. on Black Friday morning, and Accenture’s Holiday Survey of a representative sample of 500 U.S. consumers clearly indicates that millennials are the bargain beasties to beware of this November 28th. To wit:

Go young or go home: 86% of millennials say they’re likely to shop on Black Friday and 66% of them will be in the stores on Turkey Day. More than 40% of younger folks, in fact, said they’d be in stores between 6 p.m. on Thanksgiving and 5 a.m. on Black Friday.

Spreading the wealth: Discount retailers (71%), e-commerce sites (67%), and specialty retailers (53%) top millennial’s lists of prime shopping destinations. Just over half said they’d also be visiting department stores and electronics shops.

No time for socializing: Fewer than 10% of millennials said they planned to consult social networking sites to assist in their purchase decisions, compared to 28% of 25- to 34-year-olds.

Get it to me free! And quick! Free shipping is the biggest driver for making online purchases among all age groups, but millennials are more concerned than older consumers about getting their goodies in time for Christmas.

Giving it up: Millennials are much more likely to part with personal information than their parents. Fifty-four percent of 19- to 34-year-olds allowed they’d be willing to share more details in return for personalized deals, compared with 42% of those 35-44 and 18% of shoppers 45-59. Email was by far the preferred method of receiving such offers by all age groups.

Marketers would do well to get their own Black Friday lists together, because the shopping event looks to be more popular this year than it has been in a decade. Some 66% of consumers said they’ll be hitting the stores that fated day versus only 55% in 2013 and 44% in 2011.

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