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
General Population consumers 15+ y/o in the Pacific Northwest
15-minute online survey
Total Audience (N=1750)
Metro Oversample/Total Fallout (N=1109)
Portland/Vancouver Metro (N=423)
Spokane/Coeur d’Alene (N=303)
October 18th – 30th 2019
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.