Home |  Politics |  Business |  Lifestyle |  Commentary |  Videos |  Econometric Data

Fewer Americans Have Started Holiday Shopping Post-Black Friday

Americans are getting a slower start on their holiday shopping this year than in years past, which may have contributed to the reported lower-than-usual Black Friday sales for stores.

A new Rasmussen Reports national telephone and online survey finds that 54% of American Adults have now started their holiday gift shopping, up from 44% a week ago  but down from 65% who had started by this time a year ago.  Another 42% still have not started their gift shopping yet, up from 30% after Black Friday and Cyber Monday last year. (To see survey question wording, click here.)

(Want a free daily e-mail update? If it's in the news, it's in our polls). Rasmussen Reports updates are also available on Twitter or Facebook.

This survey of 1,000 American Adults nationwide was conducted on November 26-27, 2018 by Rasmussen Reports. The margin of sampling error is +/- 3 percentage points with a 95% level of confidence. Field work for all Rasmussen Reports surveys is conducted by Pulse Opinion Research, LLC. See methodology.

Article continues below

Pt only You must be a Rasmussen Reports Reader or Platinum member to continue reading this article. Log in below or subscribe now for access to all of our site’s content and membership benefits, including in-depth poll results, exclusive trend data, historical data and more.


This survey of 1,000 American Adults nationwide was conducted on November 26-27, 2018 by Rasmussen Reports. The margin of sampling error is +/- 3 percentage points with a 95% level of confidence. Field work for all Rasmussen Reports surveys is conducted by Pulse Opinion Research, LLC. See methodology.

View non-mobile site