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34% plan to shop on Thanksgiving; 65% support Small Business Saturday

WARREN, NJ (November 25, 2014) – Lightspeed GMI, an award-winning global digital data collection enterprise, revealed results of its 2014 holiday mobile survey. Based on data compiled in November 2014, respondents revealed that not only do 65% of Americans plan to shop on Black Friday; 34% say they will shop on Thanksgiving Day itself.

  • Clothing, electronics and gift cards are the top three gift categories, with toys close behind in fourth and jewelry a distant fifth. Women are most likely to give clothing as a gift, while men are most likely to give electronics.
  • Men are expecting to be the bigger spenders this season: 40% of men surveyed say they expect to spend more this year compared to 2013, while only 18% of women surveyed do. Overall, 45% say they plan on spending about the same on gifts as they did in 2013.
  • Those who prefer shopping in-person versus online came in at 27% each, but almost half (46%) like to shop both online and in-person equally. Sixty-five percent also support local shopping, and specifically the Small Business Saturday initiative started by American Express.

Data was compiled from Lightspeed GMI’s mobile panel with a sample of 1,283 respondents age 18+ in the U.S.

Lightspeed GMI is an award-winning global digital data collection enterprise. Founded in 1996, its innovative technology and proven sampling methodologies deliver operational excellence throughout the online research process. With more than 5.5 million online research respondents in 45 countries, Lightspeed GMI’s proprietary panels deliver unparalleled quality, capacity and targeting.

Headquartered in Warren, New Jersey, Lightspeed GMI is part of the Kantar, the data investment management division of WPP, the world leader in marketing communication services. For more information, visit

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