SAN FRANCISCO--(BUSINESS WIRE)--A Nov. 26 InfoScout survey of Amazon Prime members shows that a rapidly shrinking percentage of these shoppers are braving the crowds on Black Friday, a trend that doesn’t bode well for the future of what has traditionally been the most important shopping day for brick-and-mortar retailers.
The survey of 2,000 shoppers from InfoScout’s consumer purchase panel, conducted the day after Black Friday, showed that only 59 percent of Prime members ended up shopping in-store on Black Friday – down from 65 percent last year. That represents a year-over-year decline of 9.2 percent.
“What happens when Amazon Prime membership increases by 23 percent to 50 million U.S. consumers over the past year, and the percentage of Prime members shopping in stores on Black Friday declines during by nearly 10 percent? The answer is a decline in Black Friday shopping that should strike fear into Amazon’s competitors - both in-store and online,” said Jared Schrieber, InfoScout’s co-founder and CEO. "It's high-time for brick-and-mortar retailers to give their shoppers an incentive to visit them online as well."
Why did Prime shoppers stay home this year? The results indicate that the issue wasn’t prices or deals; most simply wanted to avoid long lines and hordes of frantic shoppers. "Crowds, stampedes, and bad attitudes," explained one shopper surveyed. "Lines and grouchy people" said another.
When asked where their remaining holiday gift shopping will occur, 85 percent of the Amazon Prime members surveyed said they will do at least half of their shopping online. Just 15 percent plan to do most of their holiday shopping in-store.
InfoScout helps brands and retailers grow via next generation consumer insights derived from America’s largest purchase panel. Through its portfolio of proprietary mobile apps that engage a representative sample of American shoppers, InfoScout captures nearly 1 out of every 500 shopping trips made across the country. These shoppers also complete in-the-moment surveys to more fully explain the ‘why behind the buy.’ With more than 100 million brick-and-mortar and ecommerce receipts captured annually, InfoScout has rapidly become a primary source of real-time, omnichannel behavioral insights for industry leaders. For more information visit: http://infoscout.co/.