Black Friday buzz: What to expect this year

The 2015 holiday shopping frenzy hasn't yet begun, but analysts have a bounty of predictions

Black Friday 2015 is just days away. Research firms and marketing organizations are anticipating the day — perhaps more so than shoppers themselves. Data abounds on everything from holiday email to expected channel preferences for holiday shopping. Here, a handful of Black Friday stats because, well, you know you want to be in the know when talking holiday shopping expectations around the water cooler.

No surprise here: Email for Black Friday deals appear to have started in September for some brands, according to eDataSource.

The 800-pound gorilla stomps the competition: Research from eDataSource uncovered nearly 1,900 Black Friday campaigns with read rates in excess of 10%.The company with the best performance: Amazon, with nearly 20% of the emails tracked that had a 30% read rate.

The Battle Between Black Friday and Cyber Monday: A Deloitte study finds that Black Friday will likely beat Cyber Monday for holiday shopping this year. Sixty-six percent of those shopping online over the holiday weekend plan to do so on Black Friday, versus 52% on Cyber Monday. According to a SheSpeaks poll, however, nearly 60% of women plan to shop on Cyber Monday, compared to only 46% who expect to shop on Black Friday.

But, wait, there's more.

According to ThoughtWorks Retail, one third of shoppers say they always shop on Black Friday; and 20% of consumers never shop that day. This compares closely to the 31% polled who say they always shop on Cyber Monday. Interestingly, 9% of shoppers polled don't know what Cyber Monday is.

Shoppers expect consistency: Half of shoppers polled by Deloitte expect Black Friday deals to be comparable in-store and online.

Email schmemail: Despite holiday email volume, the Web is favored for deal-finding, according to Deliotte. Three of the top places consumers expect to get information about Black Friday sales are retailer websites (62%), websites that feature Black Friday deals (58%), and email (38%).

Loyalty wins: Half of consumers polled by Deloitte say they'll hold out to shop at their preferred retailers even if those stores aren't open on Black Friday. 

Socialites reign: Engagement Labs research finds that Black Friday shoppers are buzzing online about Nordstrom and Macy's, while most of the chatter about category leaders Costco and Amazon is offline. 

This article first appeared on

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