Black Friday: Fewer Plan Shopping Trips
Stores may be a bit less crowded for Black Friday sales this year, as most Americans don’t expect to make shopping excursions today.
The latest Rasmussen Reports national telephone and online survey finds that 43% of American Adults say they’re likely to go shopping on the day after Thanksgiving to take advantage of Black Friday deals, with 18% who are Very Likely to do so. That’s down from last year, when 48% planned to shop on Black Friday. Fifty-three percent (53%) of Americans aren’t likely to hit the stores for Black Friday sales, including 30% who say it’s Not At All likely they’ll be shopping today. (To see survey question wording, click here.)
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The survey of 1,336 American Adults was conducted on November 23-25, 2025 by Rasmussen Reports. The margin of sampling error is +/- 3 percentage points with a 95% level of confidence. Field work for all Rasmussen Reports surveys is conducted by Pulse Opinion Research, LLC.
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