37% of Americans plan to spend less this Black Friday

An overview of planned consumer budgets for Black Friday in 2020 in the United States.

One-fifth (20%) of Americans plan to spend less this Black Friday and a further 17% say they will spend 'significantly less', according to data from Piplsay.

This is more than the share of consumers who say they will spend the same amount as last year (28%) and more than those who plan to spend more (20%). Two-fifths (38%) of millennials plan to increase their budget this year, with Gen Z (33%) and Gen X