Skip to main content Skip to navigation
Washington State University
Carson College of Business Holiday Retail Study 2019

Holiday Retail Study 2019


As WSU’s Carson College of Business looks to strengthen their position as a thought leader within retail-industry research, this survey aims to:

  • Identify the factors that drive online and/or in-store shopping preferences
  • Assess the sentiments and behaviors around shopping on Thanksgiving, Black Friday, Small Business Saturday, and Cyber Monday
  • Understand decision-making behavior while holiday shopping and explore how consumers plan to shop this holiday season, as well as how that compares to last year
  • Complement existing research done by Carson College of Business professors within the retail industry


Consumer IconGeneral Population consumers 15+ y/o in the Pacific Northwest

Clock Icon15-minute online survey

Marker IconTotal Audience (N=1750)

Washington State (N=931)
Oregon (N=254)
Idaho (N=565)

Marker IconMetro Oversample/Total Fallout (N=1109)

Seattle Metro (N=383)
Portland/Vancouver Metro (N=423)
Spokane/Coeur d’Alene (N=303)

Calendar IconOctober 18th – 30th 2019

Key Findings:

PNW consumers prefer shopping on Cyber Monday.

76% of PNW consumers plan to shop on Cyber Monday.
56% of PNW consumers plan to shop on Black Friday.
63% agree Black Friday sales and promotions are overwhelming.

PNW consumers continue to prioritize family on Thanksgiving.

Only 26% of consumers are likely to shop on Thanksgiving.
57% of those who plan who shop on Thanksgiving say they will shop online.

PNW consumers appreciate the benefits of in-store shopping.

43% do most or all of their retail shopping in-store.
81% say local/small businesses provide better service.
44% find inspiration for gift buying by walking around a store or mall.

PNW residents are thrifty and budget-conscious, but may splurge more for the holidays.

51% will likely go beyond their budget for holiday gifts.
90% of consumers think you don’t need to spend a lot on gifts, but only 49% have a strict budget.
54% of PNW shoppers say you can’t put a price on holiday happiness.