Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days

Abstract

AbstractsU.S. Retailers consider two major holiday shopping days as their most profitable-the Friday after Thanksgiving, Black Friday, and the Monday after Thanksgiving, Cyber Monday. Understanding consumer attitudes and intentions toward shopping in the mall or online at these times may aid retailers in their holiday marketing activities. This study uses data from a survey of 225 U.S. consumers to examine attitudes and behaviors of shoppers for these two shopping occasions. The results indicate that consumers enjoy shopping on Black Friday, yet were more likely to shop on Cyber Monday owing to its greater convenience. Retail managers will have a better opportunity to market on these two days with an understanding of consumer intentions for these major shopping occasions based on these findings.

The Influence of Convenience, Enjoyment, Perceived Risk, And Trust On The Attitude Toward Online Shopping

“…The increased perception of one's convenience will increase the enjoyment he/ she feels in online shopping. This is supported by research conducted by Swilley and Goldsmith (2013), which states that shopping convenience is positively related to perceived shopping enjoyment.…”

“…This finding is in line with the research conducted by Childers et al (2001), which also proves that increasing convenience will increase someone's enjoyment in using new media. The perceived convenience when shopping can increase the enjoyment of shopping online (Swilley and Goldsmith, 2013). In their research, they found that shopping convenience is positively related to the perceived enjoyment of shopping.…”

Factors Influencing the Acceptance of Online Shopping in Pakistan

“…Convenience is defined as the time and effort saved when shopping and is a key motive for shopping online (Clemes et al, 2014); the intention to shop online increases in tandem with this factor (Swilley & Goldsmith, 2013). Consumers do not have to leave home and are not bound by a time constraint as online shopping provides round-the-clock service, leaving consumers free to shop at their convenience (To, Liao, & Lin, 2007).…”

Drivers of online purchase intention on Singles' Day: a study of Chinese consumers

“…Nonetheless, little academic literature has been done with a focus on drivers of consumers online purchase intention on a particular day except for several studies done in the context of Black Friday or Cyber Day in the states. Specifically, Swilley and Goldsmith (2013) argue that consumers purchase intention on Cyber Monday is mainly due to gift needs. Online channels allow consumers a wider selection of gifts choices and are convenient, avoiding crowds in store during the peak holiday shopping.…”