87% of Black Friday Shoppers Actually Had a Good Time

December 9th, 2016

Apparently Black Friday isn’t so black anymore.

We tapped our Expert Outpost panel, comprised of tens of thousands of people, to see how U.S. consumers felt about their in-person shopping experience on Black Friday. Surprisingly, a whopping 87% actually had a good experience, with an additional 70% reporting the trouble was worth the effort.

On a more lighthearted note, we were curious to see which of five movies best represented consumers’ holiday shopping experience. Here’s how they ranked:

  1. Goonies (Feels like a treasure hunt.) – 36%
  2. Elf (Feel like a kid again.) – 28%
  3. National Lampoon’s Christmas Vacation (Feels like a comedy of errors.) – 16%
  4. Hunger Games (Feels like survival of the fittest.) – 10%
  5. The Incredible Hulk (Brings out the worst in you.) – 3%

We found it interesting that Goonies was ranked number one because 67% of the consumers we surveyed selected “bargain hunting” as one of their main reasons for participating in Black Friday.

Another fun finding was that the movie selection that correlated most strongly with satisfaction was Elf with 79% of consumers who picked that movie feeling somewhat or very satisfied.

The remaining 7% of responders who didn’t choose one of our titles took the time to write in some movies of their own. Here are a few honorable mentions:


  • It’s a Wonderful Life
  • Treasure Island
  • A Christmas Story (I bought something I really wanted.)


  • Hunt for Red October (I wanted to get myself through the madness knowing it was going to be painful.)
  • Book of Eli (I braved the wasteland for a book.)
  • Scrooged (The employees left me alone and there was no one around.)

What experience are you giving your customers this season?