The convenience of online shopping may drive more young shoppers away from retail stores during Black Friday.
For Black Friday in 2017, only 35 percent of millennials planned on shopping in stores, a decrease from 61 percent in 2015, according to surveys by product review website Influenster.
During 2017 Black Friday weekend, 64 million people shopped both online and in stores, 58 million people only shopped online and 51 million people only shopped in stores, according to retail trade association National Retail Federation.
University of Memphis Fogelman College of Business and Economics interim dean and marketing professor Marla Stafford said technology has contributed to the decrease of in-store Black Friday shopping.
“My thought’s that it is a sign of the times,” Stafford said. “With innovation, a lot of people are doing online shopping, and a lot of the retailers are on brand. There are a lot of Black Friday deals even before Black Friday.”
Stafford said many millennials do not have the patience or fortitude to wait outside in the cold for a Black Friday sale.
“They avoid the lines because the millennials have little or no patience,” Stafford said. “They don’t want to fight the long lines to avoid confrontation because people can get crazy over the items. It is easier for them to go online to have them delivered.”
Stafford said some niche stores may attract millennials on Black Friday but most don’t bother marketing to a younger audience.
“There are certain retailers that market to young people,” Stafford said. “They know how to get their audience in, but other retailers don’t waste their time because they know the older people will spend their money. Young people don’t have money to spend.”
U of M marketing and supply management instructor Michael Cervetti said he thinks it is much more convenient to stay home on Black Friday.
“I used to get out there and do that (Black Friday shopping) years ago,” Cervetti said. “I haven’t done it lately because there are just wild people, and I hate standing in line. I don’t mind paying a little extra if I don’t have to push and shove people.”
Some people worry popular items will be sold out in stores. Corvetti said if retailers can guarantee availability of these items, they might get more traffic.
“It’s just convenient,” Cervetti said. “However, if they can guarantee they have the big-name items in stock, that would help. A lot of people worry that those items will be sold out.”
Because many small businesses have no online store, Corvetti said they have no chance of competing for business.
“If I could get something sitting at home, why would I go out?” Cervetti said. “Small businesses don’t have online shopping set up like big businesses do, so it is going to hurt them.”
Some U of M students, like journalism major Reyanna Lizana, said Black Friday shopping in stores is too uncomfortable for them.
“I’m not (shopping in stores) because I don’t like being around crowds,” Lizana said. “It makes me feel congested. But if I do go Black Friday shopping, it’s going to be online.”
Lizana said there is no way stores could encourage her to shop because she thinks they will be unorganized, and people will be fighting over items.
Marketing major Lauren Campbell said she enjoys the thrill of getting up early to get good deals.
“I’m going because my family is in town,” Campbell said. “It’s fun because everyone goes, and it’s the only time you can go at 3 in the morning.”
Business major Alexis Smith said this will be her first time going shopping on Black Friday, and she is excited to chase down deals.
“I’ve never been,” Smith said. “My parents didn’t want me to, but now I am in college. The hype of Black Friday is fun.”
