Document Type


Publication Date

Fall 11-16-2017

Quick Facts

  • At its peak, Black Friday would bring in 30 percent of annual retail sales.
  • In 2011, the average Black Friday shopper would spend $398, compared to only $299 in 2015, said Peters, who studies shopping with Winthrop Professor of Marketing Jane Thomas.
  • Four themes emerged in 2015 from interviews with shoppers: family versus consumerism, fun versus stress, online versus in-store shopping and Me versus My Children.