2024 Is Shaping Up to Be the Smallest Black Friday Ever: GoDaddy Study

Core Insights - 71% of U.S. consumers are willing to pay more to support small businesses during the holiday season, with 53% willing to spend up to 10% more [1] - 65% of respondents believe inflation will impact their shopping, yet 78% are as or more likely to shop at small businesses compared to previous years [2][4] - 30% of consumers favor small businesses to support the local economy, while 18% appreciate better customer service [3] Consumer Spending Behavior - 40% of U.S. consumers plan to do most of their holiday shopping in the next four weeks, with 19% planning to shop primarily on Black Friday [4] - 31% of consumers are purchasing gifts for six or more people, and 10% for more than ten people [6] - 22% typically spend over $100 per person on gifts, while 32% plan to spend between $51 and $100, indicating over half (54%) will spend more than $50 per person [7] Self-Gifting Trends - Two-thirds (67%) of consumers intend to treat themselves during the holiday season, with Gen Z being the most likely demographic at 83% [8] Support for Small Businesses - GoDaddy emphasizes the importance of small businesses leveraging the "shopping small" experience, suggesting unique holiday promotions and superior customer service to attract consumers [5] - GoDaddy provides resources for small businesses to maximize seasonal sales, including marketing advice and promotional strategies [9]