Consumers Embrace Black Friday "Creep;" More Shoppers Strike at Midnight

NEW YORK - (BUSINESS WIRE) - More Americans will wake up early, or stay up late, to catch Black Friday deals this year. The American Express Spending & Saving Tracker found that 29% expect to make their first purchase between midnight and 3 a.m., up significantly from 18% in 2011 who said they'd do the same. "Early" is the theme to this year's Holiday shopping season, as 43% of consumers started their holiday gift buying before Halloween, up from 35% in 2011.

Shoppers plan to spend $848 this year on gifts, compared to last year's $831. Those making a list report an average of eight people on the gift roll this year, but those checking it twice are adding a ninth: one-fifth (41%) of consumers admit to buying for themselves when they're out shopping for others.

Black Friday Tradition Lives On