Consumers were mostly satisfied with the discounts offered from Black Friday through Cyber Monday, but they had varying reactions to out-of-stock notices, according to a new study
by DISQO.
Of the shoppers polled, 52% say discounts met expectations, and 23% said they were better than
expected. However, 25% said the discounts were worse.
Roughly 65% of participants in the study shopped holiday sales, while 35% sat them out.
Faced with
out-of-stock items, 25% purchased a comparable product, while 16% bought a different item altogether, 8% gave a gift card or cash instead and 18% did nothing — i.e., they skipped buying the
gift.
The top retail brands from Black Friday to Cyber Monday were:
- Amazon — 66%
- Walmart — 46%
- Target — 36%
- BestBuy — 26%
- Kohls — 19%
- Macy’s — 16%
The best
deals on products were found in these categories:
- Technology and electronics — 42%
- Apparel and accessories — 33%
- Toys — 21%
- Home and furniture — 15%
- Fitness equipment — 6%
DISQO surveyed
17,748 U.S. consumers from Friday, November 26 to Monday, November 29.