NEW YORK, Nov. 22 (UPI) -- American Express said Friday an estimated 35 percent of American consumers plan to shop or browse at stores, malls or on the Web for holiday gift items on Black Friday, the day after Thanksgiving.
According to the American Express Retail Index on holiday spending, 10 percent of those shoppers polled said they plan to start holiday gift shopping during the Thanksgiving weekend, while 6 percent said they will be completing their shopping during the traditional start of the retail holiday season.
The poll, which has a margin of error of plus or minus 3.5 percent, surveyed 800 heads of households, age 18 and older.
The poll found consumers who shop on Black Friday have similar gift lists as the general population, with one exception: toys rank the third-most popular gift item instead of gift certificates or cash.
American Express said 92 percent of the Black Friday shoppers polled favored clothing/accessories, 76 percent music, tapes, CDs/DVDs, 75 percent toys or games, 73 percent gift certificates/gift checks 60 percent listed perfume, cologne or cosmetics, 54 percent books, magazines or magazine subscriptions, 36 percent favored electronics/appliances, such as home entertainment items and 42 percent home furnishings.
Among those shopping at a variety of destinations this Black Friday 85 percent said they plan to shop at mass merchandisers, such as Target/Wal-Mart. Other destinations shoppers said they plan to visit on Black Friday, included department stores, toy stores, music and video stores and bookstores.
Sales/discounts are the "name of the game" this holiday season, and particularly for consumers who shop on Black Friday. While 86 percent of general consumers said that sales/discounts will motivate their shopping decisions, 92 percent of consumers who shop on Black Friday are influenced by these deals.
According to the survey, consumers also said they will spend $1,656 on average this holiday season, up 5 percent from last year.
About 18 percent will make purchases online and 65 percent will set a budget.
While cash is still the most popular form of payment for purchasing gifts, more consumers are using credit or charge cards this year. Sixty-three percent of consumers plan to pay for at least some, if not all of their purchases with charge and credit cards.
