Czarny piątek okazuje się bardziej popularny wśród młodszych konsumentów niż wśród ich starszych, według nowego raportu dostarczonego wyłącznie dla CNBC. W 2025 Holiday Shopping Survey, przeprowadzonym przez Morning Consult, stwierdzono, że 40% członków Generacji Z i 32% milenialsów planuje zrobić większość zakupów w Czarny Piątek. Z kolei starsze pokolenia preferują zakupy później w sezonie, zaledwie tydzień lub dwa przed świętami Bożego Narodzenia, wynika z badania.
„Festiwal Zakupowy Black Friday zawsze odgrywa ważną rolę, a ceny, oferty i reklama związane z tym okresem są prawdopodobnie tym, co przyciąga Generation Z, szczególnie działania podejmowane w mediach społecznościowych,” powiedziała Angela Rutherford, wiceprezes sprzedaży dla średniego segmentu rynku w AT&T.
Entuzjazm dla Black Friday utrzymuje się pomimo planów Generation Z dotyczących ograniczenia wydatków. [Context: Generation Z members and Millennials prefer Black Friday shopping compared to older generations, according to a new report.]
[fact check: The data and quotes are from a 2025 Holiday Shopping Survey by Morning Consult, provided exclusively to CNBC.]
Consulting firm PwC reported in September Gen Z shoppers plan to spend 23% less on average this holiday season than a year ago – the sharpest decline of any generation and a significant change from the previous year, when Gen Z said they planned to spend 37% more. [context: Gen Z plans to spend less on holiday shopping this year compared to previous years.]
[fact check: The information is from PwC’s report in September.]
And as non-wealthy Americans face pressures of higher prices and economic uncertainty, some reports are showing signs of a „K-shaped” economy that may stretch into the holiday season, with wealthier consumers spending more and lower-income consumers shopping more conservatively. [context: Economic disparities affecting consumer behavior during the holiday season.]
[fact check: The „K-shaped” economy trend is mentioned in some reports.]
A new Deloitte survey found that consumers at large plan to spend 4% less on Black Friday than they did last year, primarily due to concerns of financial constraints and a higher cost of living. [context: General consumer plans for spending less on Black Friday compared to the previous year.]
[fact check: The survey results are from Deloitte.]
Still, Rutherford said consumers are being more „intentional and value-driven” in their holiday shopping this year. [context: Consumer shift towards more intentional and value-driven holiday shopping.]
[fact check: The statement is from Angela Rutherford of AT&T.]
That spending is translating into more support for small businesses rather than large legacy retailers, with 77% of consumers reporting they would do all of their holiday shopping at small businesses if they could and if the pricing was the same, according to AT&T’s survey. [context: Consumer preference for supporting small businesses during holiday shopping.]
[fact check: The data is from AT&T’s survey results.]
Compared with last year, the number of survey respondents who said they shop at small businesses to boost their local economies grew by 8 percentage points. [context: Increase in consumer interest in shopping at small businesses to support local economies.]
[fact check: The growth in numbers is based on the AT&T survey.]
„I think there’s a price consciousness out there, combined with a, 'If I can still save money or get a good price, I will still shop local,’ type of mentality out there,” Rutherford said. [context: Consumer attitude towards price consciousness and shopping local.]
[fact check: The statement is made by Angela Rutherford of AT&T.]
The AT&T survey also found that 72% of people reported getting their gift ideas from in-person shopping rather than from social media. [context: Majority of consumers prefer in-person shopping for gift ideas.]
[fact check: Based on the findings of AT&T’s survey.]
And even as artificial intelligence begins to reshape the way people shop, more than half of shoppers said they were more likely to use traditional online search methods for their gifting this holiday season than AI – just 9% of those surveyed said they are more likely to use AI to find gifts. [context: Consumer preference for traditional online search methods over AI for holiday shopping.]
[fact check: The information is based on the AT&T survey.]
