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Rutgers-Eagleton poll: Most New Jerseyans skipped Black Friday sales

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Most New Jerseyans skipped Black Friday sales.
Most New Jerseyans skipped Black Friday sales. - ()

According to a new Rutgers-Eagleton poll, less than 40 percent of New Jersey residents shopped on Black Friday.

This number — however dismal it may seem in light of a growing economy — was higher than the 28 percent of Americans nationwide that Bankrate.com anticipated would shop on Black Friday this year.

Its expectations for Cyber Monday were also right on par, just 25 percent of New Jersey residents made online purchases that day.

The poll estimated that 40 percent of shoppers made all of their purchases online over Black Friday weekend, while just a third shopped in-person. At least 25 percent spent money both ways.

The median expenditure rolled in at about $320 per shopper, which fell just short of the National Retail Federation’s expectation of $380 this year.

“For all the hype, Black Friday weekend, including Cyber Monday, may have been somewhat of a bust here, reflecting national reports that spending was down,” Ashley Koning, manager of the Rutgers-Eagleton poll, said in a press release. “It may be that as many stores now stretch their sales throughout the entire holiday season, Black Friday no longer is anticipated as it once was. Moreover, the greater emphasis on online shopping reflects a growing trend of avoiding the lines at the local mall.”

Noteworthy facts from the poll included its findings on millennial and gender-specific shopping habits.

Millennials aged 18 to 29 were most likely to visit stores in-person or shop online for Black Friday, with 45 percent making purchases over the weekend. The numbers steadily declined as the age groups increased.

Also, women were more likely to buy smaller-ticket items than men, who were almost twice as likely to say they spent more than $500.

Twenty percent of men were open to the idea of opening stores early on Thanksgiving Day, whereas just 6 percent of women were.

In total, 81 percent of New Jerseyans were opposed to starting sales early on Thanksgiving Day, stating it was a day to spend with loved ones instead of working at a store.

The Rutgers-Eagleton poll was conducted by calling 750 New Jersey residents from Dec. 3 to Dec. 10 this year.


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