Nrf 2009 Black Friday Survey

Source: BIGresearch

N = 4985

2009 BIGresearch - Black Friday Weekend Male

Female

<$50K

$50K+

18-34

35-54

Have you or will you go Holiday shopping this Thursday, Friday, Saturday or Sunday? Yes 52.1% 53.4% No 47.9% 46.6% Total 100.0% 100.0%

51.0% 49.0% 100.0%

47.1% 52.9% 100.0%

58.8% 41.2% 100.0%

66.7% 33.3% 100.0%

51.3% 48.7% 100.0%

38.8% 61.2% 100.0%

16.2% 67.1% 56.8% 30.6%

14.1% 64.1% 50.2% 27.1%

14.7% 63.6% 52.9% 29.5%

16.2% 71.7% 57.7% 29.6%

16.7% 69.6% 56.7% 36.6%

15.1% 66.9% 53.0% 27.8%

50.9% 32.2% 40.3%

49.1% 29.9% 43.6%

52.7% 34.3% 37.1%

50.3% 32.3% 41.6%

55.5% 34.0% 42.2%

61.3% 42.3% 50.9%

36.9% 12.6% 19.9% 11.7% 21.2% 22.4% 23.0% 4.8% 9.5%

46.2% 16.3% 18.3% 11.8% 24.4% 17.9% 22.3% 5.7% 6.5%

28.0% 9.2% 21.5% 11.5% 18.3% 26.6% 23.7% 4.0% 12.4%

34.5% 11.0% 17.8% 11.5% 21.3% 23.3% 27.3% 4.6% 10.5%

42.3% 15.0% 23.8% 12.9% 23.6% 24.1% 20.9% 5.2% 9.9%

40.0% 50.5% 24.3% 39.6% 16.4% 4.9% 12.6% 20.9% 29.9% 4.0% 5.6% 8.7% 5.4%

46.3% 48.3% 21.5% 18.9% 13.5% 8.0% 14.3% 18.3% 27.1% 3.9% 6.3% 6.8% 8.8%

45.6% 47.2% 22.7% 28.0% 12.6% 6.3% 13.7% 21.3% 25.8% 3.8% 6.9% 7.2% 7.8%

45.6% 55.4% 24.8% 32.3% 19.1% 7.1% 14.6% 19.6% 33.3% 4.3% 5.6% 8.8% 6.9%

11/26-11/28/09 n = 4985

Adults 18+

Of those…have you or will you go Holiday shopping... (Please check all that apply) Thursday (Thanksgiving) 15.1% 18,124,383 Friday 65.6% 78,701,810 Saturday 53.4% 64,106,752 Sunday (planned) 28.8% 34,528,980

55+ Northeast

Midwest

South

West

52.2% 47.8% 100.0%

52.2% 47.8% 100.0%

52.5% 47.5% 100.0%

51.3% 48.7% 100.0%

13.5% 60.0% 50.6% 22.2%

13.4% 69.6% 57.6% 29.7%

16.2% 66.3% 51.9% 25.9%

16.7% 65.0% 51.8% 28.7%

13.2% 62.8% 55.5% 30.7%

54.1% 33.4% 40.2%

36.7% 20.6% 29.7%

53.6% 36.8% 42.3%

52.2% 32.3% 43.7%

49.9% 31.8% 37.7%

50.5% 28.7% 38.1%

42.3% 18.3% 21.2% 16.6% 23.3% 25.4% 24.5% 5.5% 4.6%

39.8% 13.6% 19.3% 11.7% 22.3% 24.0% 23.2% 4.4% 7.7%

28.0% 5.9% 19.4% 6.7% 17.9% 17.3% 21.2% 4.6% 16.7%

35.6% 12.4% 21.1% 13.6% 23.9% 23.9% 23.2% 7.0% 10.0%

37.8% 11.8% 19.0% 11.7% 22.0% 21.6% 23.4% 3.7% 10.7%

37.0% 12.3% 19.9% 10.9% 19.0% 21.7% 21.9% 4.9% 7.7%

36.5% 14.0% 19.7% 10.3% 20.8% 21.7% 24.6% 4.0% 9.7%

39.0% 58.6% 33.5% 40.3% 13.1% 8.1% 12.2% 20.4% 37.1% 5.1% 7.1% 8.8% 4.9%

46.8% 50.5% 22.7% 28.0% 14.1% 6.1% 12.6% 18.9% 27.2% 4.7% 6.4% 7.7% 6.8%

43.0% 38.8% 12.6% 19.1% 17.7% 5.3% 15.8% 19.6% 21.6% 1.9% 4.3% 6.8% 9.8%

40.3% 55.2% 27.7% 31.1% 14.1% 7.3% 16.7% 20.0% 32.2% 5.9% 4.0% 7.6% 5.0%

47.5% 49.0% 21.4% 27.8% 12.6% 5.6% 10.5% 20.2% 26.1% 2.7% 5.3% 5.1% 8.9%

44.9% 47.8% 20.6% 29.6% 14.6% 5.4% 14.1% 16.6% 27.5% 4.0% 7.4% 7.6% 6.8%

39.6% 47.4% 23.8% 27.7% 18.8% 8.5% 11.9% 22.3% 30.0% 3.9% 6.0% 10.6% 6.9%

195,461,924

Estimated # of Shoppers Thurs. thru Sun. (includes same consumer shopping multiple days)

What types of gifts did you buy? (Check all that apply) Clothing or clothing accessories Toys Books CDs DVDs videos or video games Consumer electronics or computer-related accessories Sporting goods or leisure items Home decor or home-related furnishings Jewelry or precious metal accessories Gift cards / gift certificates Personal care or beauty items Food/Candy Flowers/Plants Other: *The sum of the % totals may be greater than 100% because the respondents can select more than one answer.

Where did you do your holiday shopping? (Check all that apply) Discount store Department store Clothing or Accessories store Electronics store Other Specialty store Crafts or fabrics store Drug store Grocery store/supermarket Online Catalog Thrift Stores/Resale Shops Outlet stores Other:

43.2% 49.4% 22.9% 29.0% 14.9% 6.5% 13.4% 19.6% 28.5% 3.9% 5.9% 7.8% 7.1%

51,881,408 59,230,941 27,465,903 34,823,890 17,898,443 7,755,540 16,139,339 23,486,535 34,199,314 4,726,384 7,126,019 9,312,106 8,564,432

*The sum of the % totals may be greater than 100% because the respondents can select more than one answer.

(c) 2009, BIGresearch

1

2009 BIGresearch - Black Friday Weekend

Source: BIGresearch

N = 4985

2009 BIGresearch - Black Friday Weekend Adults 18+ How much did you spend on holiday shopping? Average Amount Spent this Weekend $343.31 in billions $ 41.2

Male

Female

<$50K

$50K+

18-34

35-54

$396.75

$292.62

$254.52

$426.54

$368.92

$362.31

$294.46

$130.34

$78.64

$74.02

$134.00

$133.92

$105.67

2.7% 0.8% 1.4% 3.0% 9.6% 13.3% 11.8% 6.1% 7.8% 6.9% 36.7% 100.0%

3.8% 0.5% 0.8% 4.2% 11.1% 11.5% 5.2% 6.8% 6.0% 8.7% 41.6% 100.0%

3.1% 0.8% 1.2% 3.9% 11.1% 11.8% 8.1% 7.1% 5.7% 7.2% 39.9% 100.0%

2.9% 0.5% 0.9% 3.4% 10.3% 12.6% 8.8% 6.1% 8.2% 8.5% 37.9% 100.0%

5.6% 0.8% 1.7% 6.0% 11.5% 12.3% 10.6% 6.4% 7.7% 6.2% 31.2% 100.0%

About what percent of your total holiday shopping have you completed thus far? (Check only one) 10% or less 40.0% 38.7% 41.2% 25% 16.6% 16.7% 16.5% 50% 16.1% 17.8% 14.5% 75% 19.3% 17.8% 20.8% 100% 8.0% 9.0% 7.0% Total 100.0% 100.0% 100.0% Average 38.7% 39.3% 38.1%

43.9% 14.6% 15.3% 17.7% 8.5% 100.0% 37.4%

35.2% 18.6% 17.8% 21.2% 7.2% 100.0% 40.2%

36.3% 18.7% 19.7% 19.2% 6.0% 100.0% 38.6%

11/26-11/28/09 n = 4985

How much of what you spent was online? Average Percent Online

$103.80 30.2%

What time will you/did you get to the store on the Friday after Thanksgiving? Midnight 3.3% 1am 0.6% 2am 1.1% 3am 3.6% 4am 10.3% 5am 12.4% 6am 8.5% 7am 6.4% 8am 6.9% 9am 7.8% 10am or later 39.1% 100.0%

(c) 2009, BIGresearch

2

55+ Northeast

Midwest

South

West

$356.81

$302.68

$373.31

$345.29

$71.61

$124.39

$78.90

$101.88

$119.07

3.1% 0.4% 0.9% 3.0% 11.5% 14.5% 8.9% 6.0% 6.6% 6.5% 38.4% 100.0%

0.8% 0.8% 0.5% 1.5% 7.4% 9.5% 5.5% 7.2% 6.3% 11.4% 49.2% 100.0%

3.3% 0.6% 1.4% 3.0% 7.2% 10.9% 7.8% 6.2% 8.6% 8.0% 42.9% 100.0%

2.0% 0.5% 0.4% 4.7% 13.1% 14.2% 10.2% 6.0% 7.0% 7.8% 34.2% 100.0%

3.3% 0.8% 1.5% 4.5% 10.3% 11.3% 7.7% 7.0% 6.3% 9.0% 38.5% 100.0%

4.5% 0.6% 0.7% 1.3% 11.2% 14.9% 8.6% 5.3% 5.1% 5.4% 42.5% 100.0%

41.2% 17.8% 15.1% 18.8% 7.1% 100.0% 37.3%

42.2% 13.0% 13.7% 20.1% 11.0% 100.0% 40.4%

39.3% 17.3% 16.1% 19.4% 7.8% 100.0% 38.7%

36.6% 17.2% 17.3% 20.2% 8.7% 100.0% 40.4%

41.0% 15.6% 15.9% 20.0% 7.5% 100.0% 38.4%

43.7% 16.9% 14.5% 17.3% 7.6% 100.0% 36.4%

2009 BIGresearch - Black Friday Weekend

Source: BIGresearch

2009 BIGresearch - Black Friday Weekend 11/26-28/09 n = 4985

N = 4985

2009

Adults 18+

2008

Adults 18+

2007

Adults 18+

2006

Adults 18+

2005

Adults 18+

Have you or will you go Holiday shopping this Thursday, Friday, Saturday or Sunday? Yes 52.1% 48.3% No 47.9% 51.7% Total 100.0% 100.0% Of those…have you or will you go Holiday shopping... (Please check all that apply) Thursday (Thanksgiving) 15.1% 18,124,383 14.7% Friday 65.6% 78,701,810 66.8% Saturday 53.4% 64,106,752 51.7% Sunday (planned) 28.8% 34,528,980 23.8% 195,461,924

Estimated # of Shoppers Thursday thru Sunday

16,194,633 73,568,430 56,910,631 26,188,065

11.0% 66.3% 48.5% 22.3%

172,861,759

10,934,561 65,965,489 48,277,632 22,156,233

10.2% 61.6% 51.3% 23.9%

147,333,915

9,794,888 58,882,639 49,051,955 22,857,774

11.2% 65.5% 57.6% 23.7%

140,587,256

10,294,434 60,002,566 52,778,246 21,689,458 144,764,703

(includes same consumer shopping multiple days)

What types of gifts did you buy? (Check all that apply) Clothing or clothing accessories 50.9% Toys 32.2% Books CDs DVDs videos or video games 40.3% Consumer electronics or computer-related 36.9% Sporting goods or leisure items 12.6% Home decor or home-related furnishings 19.9% Jewelry or precious metal accessories 11.7% Gift cards / gift certificates 21.2% Personal care or beauty items 22.4% Food/Candy 23.0% Flowers/Plants 4.8% Other: 9.5%

50.9% 28.5% 39.0% 35.9% 11.4% 20.3% 10.9% 18.7% 19.0% NA NA 11.3%

46.8% 28.2% 41.7% 35.7% 8.4% 19.6% 9.6% 21.0% 17.8% NA NA 10.9%

41.4% 28.3% 41.4% 33.3% 9.0% 17.4% 10.1% 17.6% 14.9% NA NA 10.0%

49.2% 33.1% 46.7% 36.7% 11.9% 21.1% 13.0% 21.0% 20.6% NA NA 11.1%

*The sum of the % totals may be greater than 100% because the respondents can select more than one answer.

Where did you do your holiday shopping? (Check all that apply) Discount store Department store Clothing or Accessories store Electronics store Other Specialty store Crafts or fabrics store Specialty Retailer (such as a clothing or toy store) Drug store Grocery store/supermarket Online Catalog Thrift Stores/Resale Shops Outlet stores Other:

2009 43.2% 49.4% 22.9% 29.0% 14.9% 6.5% NA 13.4% 19.6% 28.5% 3.9% 5.9% 7.8% 7.1%

Adults 18+ 51,881,408 59,230,941 27,465,903 34,823,890 17,898,443 7,755,540 NA 16,139,339 23,486,535 34,199,314 4,726,384 7,126,019 9,312,106 8,564,432

2008 54.7% 43.0% NA NA NA NA 36.0% 12.0% 12.3% 34.0% 4.8% NA NA NA

Adults 18+ 60,274,514 47,321,077 NA NA NA NA 39,654,194 13,187,520 13,541,153 37,426,068 5,301,033 NA NA NA

2007 55.1% 38.7% NA NA NA NA 43.2% 9.7% 9.7% 31.6% 5.0% NA NA NA

Adults 18+

2006 49.6% 38.8% NA NA NA NA 37.5% 9.7% 10.5% 23.0% 4.6% NA NA NA

Adults 18+

2005 60.7% 47.0% NA NA NA NA 41.2% 11.4% 13.6% 27.4% 6.1% NA NA NA

Adults 18+

*The sum of the % totals may be greater than 100% because the respondents can select more than one answer.

(c) 2009, BIGresearch

3

2009 BIGresearch - Black Friday Weekend

Source: BIGresearch

N = 4985

2009 BIGresearch - Black Friday Weekend 11/26-28/09 n = 4985

2009

Adults 18+

How much did you spend on holiday shopping? 2009 Average Amount Spent this Weekend $343.31 in billions $ 41.2

2008

Adults 18+

2007

2008 $372.57 $ 41.0

2007 $347.55 $ 34.6

$117.29 31.5%

$93.12 26.8%

Adults 18+

2006 2006 $360.15 $ 34.4

Adults 18+

2005

Adults 18+

2005 $ 302.81 $ 27.8

How much of what you spent was online? Average Percent Online What time will you/did you get to the store on the Friday after Thanksgiving? Midnight 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am or later

$103.80 30.2%

2009 3.3% 0.6% 1.1% 3.6% 10.3% 12.4% 8.5% 6.4% 6.9% 7.8% 39.1%

Cumulative %

3.3% 3.9% 5.0% 8.5% 18.9% 31.2% 39.8% 46.2% 53.1% 60.9% 100.0%

2008 2.2% 0.5% 0.9% 2.1% 8.3% 9.3% 7.6% 8.7% 8.8% 9.2% 42.4%

Cumulative %

2.2% 2.7% 3.6% 5.7% 14.1% 23.3% 30.9% 39.6% 48.4% 57.6% 100.0%

About what percent of your total holiday shopping have you completed thus far? 2009 2008 10% or less 40.0% 41.6% 25% 16.6% 15.0% 50% 16.1% 15.0% 75% 19.3% 17.7% 100% 8.0% 10.6% Total 100.0% 100.0% Average 38.7% 39.3%

(c) 2009, BIGresearch

2007 2.6% 1.0% 0.2% 4.2% 6.4% 10.9% 6.4% 8.5% 8.7% 9.4% 41.8%

2007 43.4% 16.9% 16.1% 15.4% 8.2% 100.0% 36.4%

4

Cumulative %

2.6% 3.5% 3.7% 7.9% 14.3% 25.2% 31.6% 40.1% 48.8% 58.2% 100.0%

1.3% 0.6% 0.8% 0.9% 8.9% 15.5% 8.4% 6.2% 7.6% 8.8% 41.2%

2006 49.2% 12.9% 12.7% 16.6% 8.6% 100.0% 35.6%

2005 47.6% 14.6% 12.3% 18.0% 7.5% 100.0% 35.6%

2009 BIGresearch - Black Friday Weekend

Black Friday Weekend Shopping Patterns 205,000,000

195,000,000

$380

Number of Shoppers

$370

Avg Spend $360 185,000,000

175,000,000 $340 165,000,000

Avg spend

# shoppers

$350

$330 155,000,000 $320

145,000,000

$310

135,000,000

$300 2005

2006

2007 2008 2009 Source: Conducted for NRF by BIGresearch, November 26-28, 2009. 4985 respondents.

Page 5

When People Shopped Black Friday Weekend 70.0%

All Men Women

60.0%

50.0%

40.0%

30.0%

20.0%

10.0%

0.0% Thursday (Thanksgiving)

Friday

Saturday

Sunday (planned)

Source: Conducted for NRF by BIGresearch, November 26-28, 2009. 4985 respondents.

What People Purchased Black Friday Weekend Personal care or beauty items

2007

Gift cards / gift certificates

2008

Jewelry or precious metal accessories

2009

Home decor or home-related furnishings Sporting goods or leisure items Consumer electronics or computerrelated accessories Books CDs DVDs videos or video games Toys

Clothing or clothing accessories 0%

10%

20%

30%

40%

50%

60%

Source: Conducted for NRF by BIGresearch, November 26-28, 2009. 4985 respondents.

Where People Shopped Black Friday Weekend Outlet stores Thrift Stores/Resale Shops Online Grocery store/supermarket Drug store Crafts or fabrics store Other Specialty store Electronics store Clothing or Accessories store Department store Discount store 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Source: Conducted for NRF by BIGresearch, November 26-28, 2009. 4985 respondents.

Percentage of Holiday Shopping People Have Completed

Finished 8.0%

10% or less completed 40.0%

75% completed 19.3%

50% completed 16.1% 25% completed 16.6%

As of the Sunday after Thanksgiving, the average person has completed 38.7% of his or her shopping vs. 39.3% in 2008. Source: Conducted for NRF by BIGresearch, November 26-28, 2009. 4985 respondents.