Most Irresistible Impulse Buys for Black Friday

All Respondents: 10%

18 to 29 Years Old: 13%

30 to 59Years Old: 11%

60 Years and Older: 5%

Unless you’re remodeling your home, the idea of stocking up on nails and screwdrivers probably doesn’t get you out of bed and into the local hardware store for Black Friday. DIY and home improvement products are expected to be the least popular impulse buy among survey respondents for Black Friday, but surprisingly 18- to 29-year-olds planned to purchase products from this category the most, with 13% confessing to a likely impulsive buy. 

All Respondents: 13%

18 to 29 Years Old: 21%

30 to 59 Years Old: 13%

60 Years and Older: 6%

Though furniture and household decorations aren’t one of the categories you traditionally associate with long Black Friday lines, the category garnered a surprising number of expected impulse buys. Twenty-one percent of 18- to 29-year-olds plan to purchase something in this category in 2017, outperforming all other age groups by a healthy margin. Hearth and Hand, the new homeware line by Magnolia Homes founders and Fixer Upper stars Chip and Joanna Gaines, is expected to be a big hit this holiday season. 

All Respondents: 15%

18 to 29 Years Old: 21%

30 to 59 Years Old: 16%

60 Years and Older: 7%

Books may not be the most exciting gift to receive around the holidays, but they are definitely a popular impulse buy. There’s not much of a generational gap when it comes to buying your next novel, as purchase intent remained relatively flat across all age groups. Twenty-one percent of 18- to 29-year-olds, 16% of 30- to 59-year-olds, 7% of people aged 60 or older planned to buy an unexpected new bedside book on Black Friday this year. “Hillbilly Elegy”, “Exit West”, and “Theft by Finding” are all strong 2017 titles that will likely remain popular through the holidays.

All Respondents: 15%

18 to 29 Years Old: 24%

30 to 59 Years Old: 15%

60 Years and Older: 8%

Though not impossible, it’s a little tough to walk out of the store with a new dishwasher or refrigerator on Black Friday: Not only could a single purchase blow your holiday budget, but you have to consider the measurements of your space, the delivery window, and other logistics. Still, a small number of respondents in every age group said they won’t be able to resist household appliance sales on Black Friday this year.

All Respondents: 16%

18 to 29 Years Old: 24%

30 to 59 Years Old: 16%

60 Years and Older: 8%

Looking for that special gift for that special someone? Black Friday is a great time of year to finally pull the trigger on jewelry, watches, and other precious metal accessories. Perhaps that’s why more than 20% of young adult respondents admit they’ll likely buy something shiny on impulse this Black Friday.

All Respondents: 16%

18 to 29 Years Old: 21%

30 to 59 Years Old: 18%

60 Years and Older: 8%

People generally aren’t lining up at the local grocery store on Black Friday.  The sales just never feel as exciting, and we suspect that’s because there’s not much room for heavy discounting in the food business.  Still, nearly a fifth of shoppers in two age groups (18- to 29-year-olds and 30- to 59-year-olds) said they’ll likely buy food or liquor that wasn't on their shopping list. Will Amazon’s purchase of Whole Foods bring some of the Black Friday magic to the grocery business?

All Respondents: 17%

18 to 29 Years Old: 24%

30 to 59 Years Old: 19%

60 Years and Older: 10%

Almost a quarter of 18- to 29-year-olds plan to purchase cosmetics, fragrances or other health and beauty aids on impulse this Black Friday. The steep discounts bring popular high-end brands like La Mer and Anastasia of Beverly Hills almost down to the price of generic drugstore beauty products, enticing shoppers who wouldn’t usually splurge on fancy mascara or face cream. 

All Respondents: 20%

18 to 29 Years Old: 23%

30 to 59 Years Old: 22%

60 Years and Older: 12%

A great stocking stuffer for those hard-to-shop-for family members, gift cards seem to be relatively common impulse buys on Black Friday. Twenty-three percent of 18- to 29-year-olds, 22% of 30- to 59-year-olds, and 12% of those 60 and older expect to buy a gift card impulsively at the cash register this year.

All Respondents: 21%

18 to 29 Years Old: 33%

30 to 59 Years Old: 22%

60 Years and Older: 8%

The steep Black Friday discounts on big ticket items like computers make them nearly irresistible to deal seekers. Computers and accessories are the sixth most popular category for impulse buys in 2017, with 33% of 18- to 29-year-olds admitting they’ll likely fall victim to the computer hardware deal crazes this season. Apple products are perennially popular with consumers, but other brands of laptops like Samsung, Dell, and Microsoft are notorious for providing big discounts around Black Friday.

All Respondents: 21%

18 to 29 Years Old: 36%

30 to 59 Years Old: 21%

60 Years and Older: 7%

People wait all year to upgrade their phones around the holidays. Many of the deals are just too good to pass up, as consumers of all age groups plan to buy phones, tablets, and accessories on impulse this year: 36% of 18- to 29-year-olds, 21% of 30- to 59-year-olds and 7% of people over 60. While it’s unlikely there will be much of a discount, the recently released iPhone X and 8 will likely be the winning product from this category for the holiday season.

All Respondents: 23%

18 to 29 Years Old: 35%

30 to 59 Years Old: 27%

60 Years and Older: 8%

Have you been fighting the urge to upgrade your home theater or gaming system? Look no further than Black Friday, where Consumer electronics are famously considered the most competitive category on Black Friday. Sales can drop list prices by hundreds of dollars. Survey respondents clearly have a hard time resisting these types of sales, as 35% of 18- to 29-year-olds, 27% of 30- to 59-year-olds and 8% of 60-years and older plan to something in this category on impulse. This year's must have electronics include the Nintendo Switch and Amazon Echo.

All Respondents: 24%

18 to 29 Years Old: 37%

30 to 59 Years Old: 27%

60 Years and Older: 10%

Black Friday serves as the kickoff to the holiday shopping season and bargain bin shoppers know to write their wish list early to save money. Still, plenty of shoppers said they’ll buy games, toys, and dolls on impulse, including the 27% of adults aged 30- to 59-year-olds . Last year’s “it” toy, Hatchimals, will likely be listed on a lot of Black Friday shoppers’ lists again in 2017, as will other trendy toys like Fingerlings and Marvel action figures.

All Respondents: 30%

18 to 29 Years Old: 35%

30 to 59 Years Old: 33%

60 Years and Older: 19%

Just looking to window shop? Then you should avoid clothing stores altogether this holiday season. Nearly a third of the 18- to 29-year-olds and 30- to 59-year-olds who responded to the survey said they’ll purchase clothing, textiles, or shoes unexpectedly this Black Friday. Age wasn’t much of a factor here, as the category was popular with young and old alike, with the 60-years and older demographic still coming in strong at 19%. This holiday season, you can expect ’70-inspired florals and thigh-skimming boots for women and Patagonia vests and Barbour jackets for men to be among the most popular fashion trends.

All Respondents: 35%

18 to 29 Years Old: 14%

30 to 59 Years Old: 30%

60 Years and Older: 61%

So what was the most popular answer across the survey? Nothing at all. More and more shoppers plan to resist unplanned purchases on Black Friday entirely—with 14% of respondents aged 18 to 29 and 30% of respondents aged 30 to 59 planning to stick to the shopping list. The percentage of consumers who don’t plan on purchasing anything on impulse this year only increases with age, as 61% of seniors over 60 saying they plan to avoid the frenzied deal urges of the of the biggest shopping day of the year.