37% of Americans plan to spend less this Black Friday

An overview of planned consumer budgets for Black Friday in 2020 in the United States.

One-fifth (20%) of Americans plan to spend less this Black Friday and a further 17% say they will spend 'significantly less', according to data from Piplsay.

This is more than the share of consumers who say they will spend the same amount as last year (28%) and more than those who plan to spend more (20%). Two-fifths (38%) of millennials plan to increase their budget this year, with Gen Z (33%) and Gen X

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands