51% of shoppers love Black Friday

U.S. shoppers are embracing Black Friday in growing numbers as more consumers claim to look forward to the event, and many say the day after Thanksgiving actually helps them get into the holiday spirit.

Roughly 51 percent of U.S. shoppers said they love the excitement created by Black Friday sales, up from 45 percent last year, according to hhgregg's (NYSE:HGG) second annual shopping survey.

Shoppers this year are less likely to find Black Friday frustrating or overwhelming with just 55 percent saying they felt this way, compared to 73 percent in last year's survey. Fifty-nine percent of Generation Xers and 43 percent of baby boomers said the day's promotions were overwhelming.

Millennials are particularly fond of Black Friday, with more than two-thirds saying it gives them a rush, while only 40 percent of millennials said the same last year. That feeling continues past Black Friday, too: Thirty-seven percent of Americans, and 58 percent of millennials, say they get no work done on Cyber Monday because they spend all day online shopping.

Shoppers are increasingly organized and making better use of digital tools and omnichannel retail efforts—55 percent of mobile shoppers plan to track deals on retailers' apps. More are starting their holiday shopping early, as hhgregg found that 70 percent plan to begin at least one month ahead of Black Friday and a majority are making lists. No word about checking them twice.

For more:
-See this hhgregg holiday survey

Related stories:
55% of mobile shoppers will track deals on apps
Shoppers will skip Thanksgiving dinner for a deal
REI will be closed on Black Friday
Holiday shoppers want store pickup
48% of online retailers confident holiday will outperform

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