The Best View of Black Friday:
NPD's Just-Released Anatomy of Black Friday 2009 Report

No other source of Black Friday 2009 data and insight delivers such a detailed view of this key holiday shopping event, with new perspectives on:

• Activities in the prior week
• Whether consumers shopped on Black Friday, and if so, whether it was online or in-store
• Whether consumers purchased on Black Friday
• Reasons for:
• Shopping
• Not shopping
• Purchasing
• Not purchasing
• Shopping and purchasing by channel, retailer, and category
• Data on retailers examines success of “doorbuster” sales, purchases of holiday gifts, holiday preparation, and non-holiday purchases
• Expectations for holiday shopping from now until Christmas
  • When consumers will shop next
  • Total amount they expect to spend this holiday

Diagnose what really happened on Black Friday.

1. Total Respondents: Using this as a comparison, how did your target segments respond?

2. Gender: How did the shopping/purchasing attitudes and behavior of men and women differ?

3. Age groups: Which of the six age segments were the most active shoppers and buyers?

4. Household profiles: What retailers did they shop on Black Friday and for which categories?

a. Presence of children:	No Children Oldest child 0 to 6 years of age Oldest child 7 to 12 years of age Oldest child 13 to 18 years of age
b. Household Income:	Less than $25,000 $25 to $50,000 $50 to $100,000 More than $100,000

5. Region: Was there a difference in the performance by region?

6. Life-stage: How did your target audience respond?

The comprehensive report reveals why, where, when, how, and who shopped, who purchased, and who didn’t venture out on Black Friday. It also uncovers how consumers plan to finish their holiday shopping in the remaining weeks leading up to Christmas.

Get unprecedented Black Friday detail, hot off the press.

NPD went straight to consumers on Black Friday evening with questions like these:

• Did you shop on Friday, November 27, whether you bought anything or not?
• Which times of day did you shop?
• Did you shop with a specific list of items you wanted to find?
• If you did not purchase on Black Friday, why not?
• If you did purchase on Black Friday, how much did you spend?
• Which stores/online retailers did you shop, and where did you purchase on Black Friday?
• What kinds of merchandise did you purchase on Black Friday as holiday gifts?
• Why did you shop on Black Friday?
• Why did you purchase on Black Friday?
• Did you purchase any items for yourself?

Learn more.
What can Anatomy of Black Friday 2009 do for your business? Contact your NPD account manager or Charles Camaroto at 866-444-1411 (contactnpd@npd.com), or complete the form above for more information about this just-released report.