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Early Store Openings Met With Resistance Among Active Americans

Most Active Americans Plan Late November to Late December Shopping, according to The Leisure Trends Group.

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Active Americans said prior to Thanksgiving weekend that they plan to skip the early store openings on Thursday night and the traditional Black Friday shopping rush in favor of shopping in later November and December according to a survey on holiday shopping plans conducted this week by Leisure Trends Group.

Only 4% of Active Americans plan to be at the stores Thanksgiving night to do their shopping with 8% planning to join the crowds early Friday morning. In contrast, 73% plan to shop in late November to mid-December and 53% plan to shop in mid to late December. The implication for stores, states Jim Kelley, Vice President and Chief Operating Officer at Leisure Trends Group, is that it’s not all about Black Friday discounts. “While the early store openings and Black Friday get a lot of press, for Active Americans it’s not a huge draw. They see Black Friday as an opportunity to experience a little more solitude on the ski slopes, hiking trails or bike paths. While Black Friday should show its usual spike, retailers shouldn’t default to early discounts. Many active consumers will avoid the crowds on Friday and shop later in the holiday season.”

Given these results, it’s not surprising that Active Americans have a negative to neutral reaction to the idea of stores opening at midnight on Thanksgiving night. While 51% don’t really care, a full 46% are opposed to the idea. Only 3% give it their full support.

Question: Please enter any other comments you have about Black Friday, Cyber Monday or your holiday shopping.

In their own words:

“Won’t shop at stores that open early on Friday or on thanksgiving.”

“Would never shop on Black Friday. Always go skiing instead. I hate crowds while shopping and would rather pay more money than deals with crowds shopping.”

“With the crowds associated with Black Friday, I have to admit that Cyber Monday is more suited to my tastes.”

“While I don’t plan on shopping during these expanded hours, I think people should stop complaining and let those who want to shop until they drop.”

“When we sacrifice family time for sales or employers insist on their employees work ridiculous hours, it destroys what is truly important in life.”

“Some folks might make going shopping at ridiculous hours part of a tradition or might find it exciting. I think it sounds horrible and would never do it.”

“Small Business Saturday will be a big day for me.”

“I prefer to avoid the crowds. I’d rather be out biking or in watching a round of golf.”

The data presented here reflect the results of a survey conducted November 21-23 among Leisure Trends Group’s Most Active Americans Panel™ (MAAP™). A total of 1,601 respondents completed the survey.

About Most Active Americans Panel™(MAAP™) – Leisure Trends Group’s Most Active Americans Panel (MAAP) is a proprietary research panel of active Americans. As a group these panelists are active in one of over 72 different activities, highly engaged in their activities and the brand they use to pursue them, affluent and educated. They purchase sports, fitness and recreation goods and services at twice the rate of the general population. They are the Alpha consumers that are most important to your bottom line.

About Leisure Trends Group – LTG is the leading provider of consumer research, retail market intelligence (retail sales tracking) and integrated CRM/Direct Marketing services for the sports, recreation, hospitality, travel and entertainment industries. Suppliers, retailers, associations, resorts and financial analysts rely on Leisure Trends Group for actionable consumer insights, accurate retail sales data that includes margins and inventory, and innovative targeted marketing solutions. Leisure Trends Group is headquartered in Boulder, Colorado.