Survey: 70% of Americans plan to shop for themselves during holiday sales

Seventy percent of consumers admit to shopping for themselves during holiday sales such as Black Friday and Cyber Monday, while 67% also will use the sales as an opportunity to shop for immediate family members, according to a survey developed by Slickdeals and conducted via Suzy.

The study of 1,334 nationally representative adults who shopped during either Black Friday or Cyber Monday sales last year found that 87% of respondents plan to shop the holiday sales events again this year. Another 11% are unsure about whether they will shop but will consider it. Only 2% stated that they do not plan to shop during these sales.

Those not planning to shop the holiday sales this year are primarily driven by the impacts of inflation on their disposable income (52%), and 43% said they won't shop because they are trying to spend less due to fear of recession. In fact, inflation is the leading concern for all respondents when it comes to socioeconomic factors impacting their holiday shopping this year (54%).

Despite those concerns, 37% plan to spend upwards of $501 during holiday sales this year. Fifty-five percent said their main goal for shopping during Black Friday or Cyber Monday is to complete most of their holiday shopping and 55% said it's to save money on big-ticket items.

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The top categories that consumers plan to allocate their dollars include clothing and shoes (72%), toys (56%), personal care and cosmetics (54%), tech and electronics (54%), home goods such as candles (48%) and gift cards (48%).

The most anticipated items for Black Friday and Cyber Monday this year include new smartphones, laptops and TVs (63%), clothing (59%), toys (58%), video games (54%) and kitchen appliances (44%).

Black Friday and Cyber Monday still reign supreme, with 59% of respondents saying they will do their holiday shopping during those sales events. Twelve percent will shop in early December and 3% will wait until the last minute, shopping right before the holidays. Another 1% stated they were already done with their holiday shopping prior to October.

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Even with the holiday sales cycle now extending into October, only 24% of consumers say they feel burnout from frequent sale events offered by retailers.