United States

2013 Thanksgiving Black Friday Survey

Nov 22, 2013
From the Advisory Institute

The 2013 Thanksgiving Black Friday Survey was conducted by the Georgetown University Institute for Consumer Research* in the first week of November with the purpose of informing how consumers plan to shop on and around the Thanksgiving holiday.

Some of the many questions answered by this survey include:

  • Where do consumers intend to shop (e.g., online vs. brick-and-mortar stores)?
  • When do they intend to begin shopping?
  • Do they intend to spend more or less this year than they did last year?

The respondents were drawn from an online sample of 1020 U.S. consumers. The sample was slightly more male (63.4%) than female (36.6%), with a median income of $39,853. About half of respondents (54.7%) live in a suburban area and a majority of them (78.9%) are white. The median age for the respondents was 27 years old.


Read the report | View the infographic

(Links will take you to the Georgetown University website.)


*The Georgetown Institute for Consumer Research was established by KPMG LLP and the Georgetown University McDonough School of Business in July 2012 to focus on develping innovative, groundbreaking research to illuminate the challenges and opportunities of understanding and marketing to technologically empowered consumers. Learn more about KPMG's sponsorship.


Contact KPMG

Alton Adams
Principal, Advisory