Unsurprisingly, younger shoppers planned to shop primarily online in higher numbers than their older counterparts on Black Friday. According to the survey, 26% of those under the age of 35 said ecommerce would account for the majority of their shopping that day, compared with 18% of those ages 35 to 54 and 12% of those ages 55 or older.
The shopping schedules for those traveling to physical stores on Black Friday were pretty well spread throughout the day. Interestingly, while 16% of those polled said they would head out at midnight, 21% indicated they would start their shopping journey between midnight and 5am. Another 23% said they would first go to stores between 5am and 8am. Read the rest at eMarketer.