Brad’s Deals Releases Black Friday 2011 Data

61% of Black Friday Shoppers Began on Thanksgiving Day

Chicago, IL – Brad’s Deals, the 2-million-subscriber website for shopping deals and advice, released data from a 1,100 user poll on their site, finding that 70% of shoppers stood in line for Black Friday sales with 61% of shoppers beginning on Thanksgiving Day.

“While several shoppers and employees were disgruntled by the Thanksgiving openings this year, most weren’t willing to forfeit their savings for extra time at the dining table,” said Brad Wilson, Editor-in-Chief of Brad’s Deals. “Whether online or off, most Americans were shopping on Thanksgiving.”

Walmart led in popularity with 31% of shoppers claiming to have spent the majority of their Black Friday budget here - Target followed with 12%, Best Buy at 8%, and Kohl’s at 7%.

81% of shoppers did some Black Friday shopping online and 47% indicated their holiday shopping will be conducted exclusively online.

“More and more shoppers are taking to their computers to find the best deals online,” explained Wilson. “Shopping online allows them to price compare, avoid lines and sales tax, and, most importantly, the shopping rage we’ve seen this year.”

The average Black Friday shopper reported spending $577, despite the difficult economic time and a dip in consumer confidence.

59% of holiday shoppers will continue their holiday shopping on Cyber Monday, November 28th.

“Cyber Monday is overshadowed by Black Friday in the press,” Wilson pointed out, “but is growing rapidly” Wilson believes consumers will spend $1.2 Billion this Cyber Monday, growth of about 16%.

Additional Black Friday 2011 Data

Top 10 Most popular Black Friday ads:

  1. Walmart
  2. Best Buy
  3. Target
  4. Sears
  5. Costco
  6. Toys R Us
  7. Kohl’s
  8. Sams Club
  9. Kmart
  10. Macy’s

Brad’s Deals Top 3 Most Popular Black Friday Coupons:

  1. $5 off $50 - Target
  2. 20% off $40 - Carter’s
  3. 20% off - Kohl’s

Most Common Black Friday Purchase:

1. TV

2. Xbox

3. Tablet

4. Wii

5. Kitchenaid Mixer

7.3% of 2011 shoppers were first-time Black Friday shoppers

Traffic to, which receives over 1M unique visits per day during this period, peaked between 8pm and 9pm CST Thanksgiving night.


Brad Wilson is the Founder & Editor-in-Chief of Staffed by a team of expert editors and bargain-hunters, Brad’s Deals, a free consumer resource, is a curated, one-stop digest of online shopping’s best deals. They also maintain a list of over 5,000 active online coupon codes and printable coupons valid at over 2,000 top retailers including Macy’s, Home Depot, Target and Amazon.  

Brad’s also publishes and


Heather Lovett