November 17, 2010 08:03 ET

Black Friday Frustrations Mount -- 55% of Americans Heading Online for Holiday Shopping's "Online Holiday Shopping Survey" Finds Consumers Flocking to the Web for Better Flexibility and More Ways to Save

MONROVIA, CA--(Marketwire - November 17, 2010) - Black Friday's just around the corner, but a new survey by suggests many Americans would rather click and save than fight the crowds at the malls.'s Online Holiday Shopping Survey found 69% of online shoppers disliking the crowds, their number one complaint of Black Friday. To shop in peace (and their pajamas if they want to) more than 129 Million American adults plan to shop online for at least some of their holiday gifts this year. The survey also discovered that while women are more coupon savvy than men, the vast majority (78%) of online shoppers will at least use a coupon code if they come across one. 

The national survey of 1,000 Americans uncovered who the savvy Web shoppers are, why they like to surf sites instead of scour stores and what they'll be buying online this season.

Consumers are growing tired of the frenzy surrounding Black Friday, such as the mobs of sale-crazed crowds, long lines to check out and gallons of gas wasted circling for a parking spot. More than half of all women (59%) and all men (54%) plan to do at least some of their holiday shopping online this year.

  • Top 5 Black Friday frustrations: crowds (selected by 69% of all online shoppers), long lines to purchase (58%), early arrivals for best deals (50%), stores selling out (48%) and lack of parking (37%).
  • Online shoppers selected their top 5 reasons to shop online instead: can shop any time (selected by 67% of respondents), can shop anywhere (40%), easier price comparisons (44%), better discounts (40%) and better availability (40%).
  • Nearly 40 Million Americans (17% of all consumers) plan to do most or all their holiday shopping online. That percentage increases for higher income households: 25% of online shoppers earning $75,000-$100,000 plan to do most or all their holiday shopping online and 22% for those earning more than $100,000.

Consumers plan to spend about $700 each this holiday season, according to the National Retail Federation (NRF). To make every dollar go further, savvy online shoppers use coupon codes. One-third of all online shoppers actively seek out coupon codes when shopping online.

  • Women seek more savings: 37% are inclined to look for coupon codes online compared to26% of men.
  • Parents are much more likely to seek and use online coupons than adults without children (44% vs. 30%).
  • The Top 5 Most Wanted Savings:

The NRF estimates 2010 holiday sales will total $447.1 Billion. Online retailers will see a sizeable portion of that, particularly in the most popular web shopping categories. Almost two out of three (64%) of all online shoppers will buy entertainment gifts online this season, 55% clothing/accessories, 47% electronics, 43% toys/board games and 28% jewelry/watches. However, different consumer groups are making very different lists and checking them twice.

  • Women tend to buy more clothes online than men (62% vs. 48%), while men purchase more electronics (54% vs. 40%) and sporting goods (24% vs. 14%).
  • Younger adults (aged 18-34) tend to buy more jewelry or watches online than web shoppers aged 35-54 (35% vs. 25%). The same is true for electronics (55% vs. 49%) and sporting goods (23% vs. 18%).
  • Dads buy far more sporting goods online than moms (34% vs. 18%), while moms get more of the toys (69% vs. 51%) and entertainment items (70% vs. 63%) like books, movies and video games. is the most trusted source for online coupons, promotional codes and deals from major consumer brands. has helped consumers save money for almost a decade. Check the site often for the latest holiday deals at, and follow us on Twitter -- @CouponMountain -- and Facebook.

About the Online Holiday Shopping Survey
the polling company™, inc., on behalf of, conducted a national, opt-in online omnibus survey of 1,000 adults (age 18+). Fielded November 5-8, 2010, the survey included questions on online holiday shopping and coupon usage. The first question determined planned online shopping interest, which then screened out shoppers that won't go online. The remaining sample size was 660 adults for four subsequent questions. The demographics of this audience closely match the nationwide population of adults (age 18+) with respect to gender, age, and region. 

About is the most trusted source for online coupons, promotional codes, and deals in a wide variety of categories, such as clothing, home and garden, electronics, and more. has been a leader in saving consumers money since 2001 and features exclusive online coupons from top brands such as Victoria's Secret, HP, Ann Taylor Loft, and FTD. also regularly offers coupons and deals from a number of top retailers such as Target, Pottery Barn, Kohl's and more. Based in Monrovia, CA, CouponMountain is part of ValueClick Brands, a wholly owned subsidiary of ValueClick (NASDAQ: VCLK).

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