• by Ray Schultz , December 2, 2021

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.