Concerns About Supply Chain and Cost-of-Living Weighed on US Consumers Black Friday Weekend

By Grit Daily Staff Grit Daily Staff has been verified by Muck Rack's editorial team
Published on November 28, 2022

More US shoppers concerned items will fail to arrive on time. Shoppers report holding back on purchasing, but majority are still planning to participate.

New York As Black Friday, the year’s biggest shopping weekend draws to a close, new research from Vanson Bourne and Bright Data reveals more US consumers are concerned their Black Friday online purchases will not arrive on time due to supply chain concerns, with 48% expressing worry vs. 43% saying they are not concerned. Additionally, 68% of US respondents said they were holding back on purchasing during the period between Black Friday and Cyber Monday.

But it’s not all doom and gloom for retailers. The research – which surveyed 4,000 consumers across the US and UK – also revealed that the majority (80%) are still planning to shop this Black Friday and Cyber Monday weekend, with 83% of US respondents saying so.

Notably, despite the majority of US consumers saying they plan to hold back on spending, over a third (33.5%) of respondents plan to spend more than $500. And a further 29.8% plan to spend between $101 and $500.

Or Lenchner, CEO of Bright Data, says: “This research highlights that, despite ongoing economic uncertainty, there are still opportunities out there for retailers this holiday shopping season. To spot them, they will need to be smart about how they use data – particularly public web data. For instance, with budget-conscious shoppers looking for high markdowns, retailers must carefully and continuously monitor when competitors are discounting products and by how much. Being just a few percent off or a few hours late could be the difference between success and failure.”

“I’d go as far as to say that how retailers collect, analyze and use data will be crucial to their survival in 2023 and beyond, as consumers continue to tighten their belts amid global economic uncertainty.”

Further key findings include:

  • Price was by far the biggest factor for online shoppers, with 73% of US respondents ranking it as important and 78% of all respondents saying so
  • 80% of consumers that have concerns about supply chain delays planned to start their holiday shopping before Black Friday
  • There’s a significant appetite among consumers to exchange some specific, personal data with retailers in return for discounts:
  • 48% are willing to share their name, age and gender
  • 46% are willing to share contact information
  • 47% are willing to share shopping preferences
  • 39% are willing to share demographic information
  • Respondents planned to shop:
  • Online on Black Friday (64%)
  • In-store on Black Friday (30%)
  • Online on Cyber Monday (44%)In-store on Cyber Monday (14%)

Full data segmented by region and other demographics is available upon request. To learn more about online public data collection, visit

Bright Data is an industry-leading web data platform. Fortune 500 companies, academic institutions and small businesses all rely on Bright Data’s solutions to retrieve, structure and analyze public web data in the most efficient, reliable and flexible way so they can address their most comprehensive questions and make fast and effective decisions.

By Grit Daily Staff Grit Daily Staff has been verified by Muck Rack's editorial team

Journalist verified by Muck Rack verified

Grit Daily News is the premier startup news hub. It is the top news source on Millennial and Gen Z startups — from fashion, tech, influencers, entrepreneurship, and funding. Based in New York, our team is global and brings with it over 400 years of combined reporting experience.

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