IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v20y2013i1p43-50.html
   My bibliography  Save this article

Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days

Author

Listed:
  • Swilley, Esther
  • Goldsmith, Ronald E.

Abstract

U.S. Retailers consider two major holiday shopping days as their most profitable—the Friday after Thanksgiving, Black Friday, and the Monday after Thanksgiving, Cyber Monday. Understanding consumer attitudes and intentions toward shopping in the mall or online at these times may aid retailers in their holiday marketing activities. This study uses data from a survey of 225 U.S. consumers to examine attitudes and behaviors of shoppers for these two shopping occasions. The results indicate that consumers enjoy shopping on Black Friday, yet were more likely to shop on Cyber Monday owing to its greater convenience. Retail managers will have a better opportunity to market on these two days with an understanding of consumer intentions for these major shopping occasions based on these findings.

Suggested Citation

  • Swilley, Esther & Goldsmith, Ronald E., 2013. "Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 43-50.
    • Handle: RePEc:eee:joreco:v:20:y:2013:i:1:p:43-50
    DOI: 10.1016/j.jretconser.2012.10.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698912001233
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2012.10.003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Cathy Hart & Andrew M. Farrell & Grazyna Stachow & Gary Reed & John W. Cadogan, 2007. "Enjoyment of the Shopping Experience: Impact on Customers' Repatronage Intentions and Gender Influence," The Service Industries Journal, Taylor & Francis Journals, vol. 27(5), pages 583-604, July.
    2. Esther Swilley & Ronald E. Goldsmith, 2007. "The role of involvement and experience with electronic commerce in shaping attitudes and intentions toward mobile commerce," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 1(4), pages 370-384.
    3. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    4. Ha, Sejin & Stoel, Leslie, 2009. "Consumer e-shopping acceptance: Antecedents in a technology acceptance model," Journal of Business Research, Elsevier, vol. 62(5), pages 565-571, May.
    5. Rohm, Andrew J. & Swaminathan, Vanitha, 2004. "A typology of online shoppers based on shopping motivations," Journal of Business Research, Elsevier, vol. 57(7), pages 748-757, July.
    6. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    7. Byoungho Jin & Brenda Sternquist, 2004. "Shopping is truly a joy," The Service Industries Journal, Taylor & Francis Journals, vol. 24(6), pages 1-18, November.
    8. Keen, Cherie & Wetzels, Martin & de Ruyter, Ko & Feinberg, Richard, 2004. "E-tailers versus retailers: Which factors determine consumer preferences," Journal of Business Research, Elsevier, vol. 57(7), pages 685-695, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. McNeill, Lisa S. & Snowdon, Jasmine, 2019. "Slow fashion – Balancing the conscious retail model within the fashion marketplace," Australasian marketing journal, Elsevier, vol. 27(4), pages 215-223.
    2. Sadahiro, Yukio, 2021. "A method for analyzing the daily variation in the spatial pattern of market area," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Jingyu Li & Anding Zhu & Dongsheng Liu & Wenmin Zhao & Yi Zhou & Yahui Chen & Yanni Liu & Nan Sun, 2020. "Sustainability of China’s Singles Day Shopping Festivals: Exploring the Moderating Effect of Fairness Atmospherics on Consumers’ Continuance Participation," Sustainability, MDPI, vol. 12(7), pages 1-24, March.
    4. Brusch, Ines & Rappel, Nina, 2020. "Exploring the acceptance of instant shopping – An empirical analysis of the determinants of user intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    5. Saeid Vafainia & Els Breugelmans & Tammo H. A. Bijmolt, 2021. "Evaluating the impact of VAT-free promotion: the role of loyalty program membership and category characteristics," Marketing Letters, Springer, vol. 32(4), pages 455-476, December.
    6. Kim, Woo Bin & Xie, Jiali & Choo, Ho Jung, 2023. "Role of perceived benefits of online shopping festival in vietnam: Differences between millennials and generation Z," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Canova, Luciano & Nicolini, Marcella, 2019. "Online price search across desktop and mobile devices: Evidence on cyberslacking and weather effects," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 32-39.
    8. Park, Yookyung & Yi, Youjae, 2022. "Is a gift on sale “heart-discounted†? Givers’ misprediction on the value of discounted gifts and the influence of service robots," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    9. Ya-Ling Chiu & Yuan-Teng Hsu & Xiaoyu Mao & Jying-Nan Wang, 2021. "An Empirical Study of Holiday Season Discounts: A Comparison Between Third-Party Marketplace Sellers and Fulfilled by Walmart Sellers," SAGE Open, , vol. 11(2), pages 21582440211, June.
    10. Qadan, Mahmoud & Aharon, David Y. & Cohen, Gil, 2020. "Everybody likes shopping, including the US capital market," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 551(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Brand, Christian & Schwanen, Tim & Anable, Jillian, 2020. "‘Online Omnivores’ or ‘Willing but struggling’? Identifying online grocery shopping behavior segments using attitude theory," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    2. Eunhye Kim & Christian Fernando Libaque-Saenz & Myeong-Cheol Park, 2019. "Understanding shopping routes of offline purchasers: selection of search-channels (online vs. offline) and search-platforms (mobile vs. PC) based on product types," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 305-338, June.
    3. Garaus, Marion & Wolfsteiner, Elisabeth & Wagner, Udo, 2016. "Shoppers' acceptance and perceptions of electronic shelf labels," Journal of Business Research, Elsevier, vol. 69(9), pages 3687-3692.
    4. Brusch, Ines & Rappel, Nina, 2020. "Exploring the acceptance of instant shopping – An empirical analysis of the determinants of user intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    5. Lombardi, Alessia & Carfora, Valentina & Cicia, Gianni & Del Giudice, Teresa & Lombardi, Pasquale & Panico, Teresa, 2017. "Exploring Willingness to Pay for QR Code Labeled Extra-Virgin Olive Oil: An Application of the Theory of Planned Behavior," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 8(1), pages 1-18, January.
    6. Padmavathy, Chandrasekaran & Swapana, Murali & Paul, Justin, 2019. "Online second-hand shopping motivation – Conceptualization, scale development, and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 19-32.
    7. Luceri, Beatrice & (Tammo) Bijmolt, T.H.A. & Bellini, Silvia & Aiolfi, Simone, 2022. "What drives consumers to shop on mobile devices? Insights from a Meta-Analysis," Journal of Retailing, Elsevier, vol. 98(1), pages 178-196.
    8. Suhail Ahmad Bhat & Mushtaq Ahmad Darzi, 2019. "Exploring the Influence of Consumer Demographics on Online Purchase Benefits," FIIB Business Review, , vol. 8(4), pages 303-316, December.
    9. Subhro Sarkar & Arpita Khare, 2017. "Moderating effect of price perception on factors affecting attitude towards online shopping," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(2), pages 68-80, June.
    10. Li, Rui & Chung, Te-Lin (Doreen) & Fiore, Ann Marie, 2017. "Factors affecting current users’ attitude towards e-auctions in China: An extended TAM study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 19-29.
    11. Anjali Singh & Ajay Kumar, 2021. "Designing the marketspace for millennials: fun, functionality or risk?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(4), pages 311-327, December.
    12. Wu, Jih-Hwa & Wu, Chih-Wen & Lee, Chin-Tarn & Lee, Hsiao-Jung, 2015. "Green purchase intentions: An exploratory study of the Taiwanese electric motorcycle market," Journal of Business Research, Elsevier, vol. 68(4), pages 829-833.
    13. Close, Angeline G. & Kukar-Kinney, Monika, 2010. "Beyond buying: Motivations behind consumers' online shopping cart use," Journal of Business Research, Elsevier, vol. 63(9-10), pages 986-992, September.
    14. Hsiu-Hui Chang & Wenchang Fang, 2011. "The effects of shopping value on retail outcomes: a comparison between department stores and hypermarkets," The Service Industries Journal, Taylor & Francis Journals, vol. 32(14), pages 2249-2263, April.
    15. Sebald, Anna Kathrin & Jacob, Frank, 2018. "Help welcome or not: Understanding consumer shopping motivation in curated fashion retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 188-203.
    16. Nedra, Bahri-Ammari & Hadhri, Walid & Mezrani, Mariem, 2019. "Determinants of customers' intentions to use hedonic networks: The case of Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 21-32.
    17. repec:dgr:rugsom:04f04 is not listed on IDEAS
    18. Scott, Stephanie & Hughes, Paul & Hodgkinson, Ian & Kraus, Sascha, 2019. "Technology adoption factors in the digitization of popular culture: Analyzing the online gambling market," Technological Forecasting and Social Change, Elsevier, vol. 148(C).
    19. Willems, Kim & Smolders, Annelien & Brengman, Malaika & Luyten, Kris & Schöning, Johannes, 2017. "The path-to-purchase is paved with digital opportunities: An inventory of shopper-oriented retail technologies," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 228-242.
    20. Melis, Kristina & Campo, Katia & Lamey, Lien & Breugelmans, Els, 2016. "A Bigger Slice of the Multichannel Grocery Pie: When Does Consumers’ Online Channel Use Expand Retailers’ Share of Wallet?," Journal of Retailing, Elsevier, vol. 92(3), pages 268-286.
    21. Chen, Ying-Hueih & Hsu, I-Chieh & Lin, Chia-Chen, 2010. "Website attributes that increase consumer purchase intention: A conjoint analysis," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1007-1014, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:20:y:2013:i:1:p:43-50. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.