Originally published by Red Stag Fulfillment.
Black Friday is a high-stakes shopping event where people invest time, energy, and strategy to secure the best once-a-year deals – and outpace the competition. With discounts often topping 50% on popular items, this day is seen as the perfect chance to grab big-ticket products, holiday gifts, and household essentials at unbeatable prices. Many shoppers meticulously plan weeks in advance, studying sale start times, store hours, and inventory availability to maximize their chances. But are some online shoppers at a disadvantage? Could slow internet speeds in certain areas actually prevent people from landing these coveted deals?
Red Stag Fulfillment analyzed broadband speeds across Maryland and conducted a survey of 3,000 respondents to pinpoint the places most disadvantaged in securing top Black Friday deals. The top 10 most disadvantaged counties in terms of broadband access (measured by the percentage of households with broadband) in Maryland are as follows:
1. Kent County (only 79% of households have broadband access)
2. Baltimore City County (only 81% of households have broadband access)
3. Somerset County (only 81% of households have broadband access)
4. Allegany County (only 82% of households have broadband access)
5. Garrett County (only 83% of households have broadband access)
Internet Frustrations: A Common Challenge
The survey revealed that for many, slow internet speeds can be a dealbreaker – literally. About 43% of people in the survey said they’ve missed out on a deal because of poor connectivity. It’s a frustrating reality for shoppers in less connected areas, where slow broadband can mean losing out on time-sensitive discounts.
Black Friday Planning Habits
Shoppers are clearly putting in the effort to prepare for Black Friday, with many adopting strategies to make the most of the day: 49% of respondents said they start planning a week in advance, researching deals and setting up wish lists. 29% begin preparations two weeks ahead, while 12% go all out and start planning a month before Black Friday.
Early Bird Shopping Times: Who Starts When?
The survey also revealed that Maryland’s earliest shoppers plan to begin their Black Friday online shopping sprees at 4:32 am, on average! The survey also uncovered some intriguing regional trends. The earliest risers are from South Dakota and Vermont, with shoppers logging on as early as 1:00 am to snag deals. In contrast, Mississippi stands out with the latest average start time, at 8:24 am.
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The “Haves” and “Have-Nots”
Broadband speed has created a noticeable divide among shoppers. 65% of respondents believe that faster internet gives some people a clear advantage on Black Friday. Meanwhile, 35% felt that everyone is on an equal playing field when it comes to connection speeds.
Creative Solutions to Internet Challenges
To counter the struggles of slow internet, shoppers are certainly open to inventive ways to adapt: 51% said they would consider paying for “deal access insurance,” a hypothetical service that would guarantee deal prices even if technical issues occur during checkout. While 31% admitted they would drive to areas with better Wi-Fi just to shop for Black Friday deals.
Page Load Times and Abandoned Carts
Slow-loading pages can ruin a Black Friday shopping spree. When asked how likely they were to abandon their cart due to delays: 23% said they would be very likely to give up. 33% would be somewhat likely to abandon their cart. On the flip side, 30% said they’d be unlikely to leave their cart, showing some determination to complete their purchases despite delays.
Emotions of Black Friday
Shopping on Black Friday is an emotional rollercoaster, and shoppers were asked to describe their experiences with just one word: words like “Exciting” (20%) and “Worthwhile” (17%) captured the thrill of scoring big deals. However, terms such as “Chaotic” (15%), “Stressful” (14%), and “Exhausting” (12%) revealed the intense pressure shoppers feel. Other descriptors like “Thrilling” (12%) and “Overwhelming” (12%) highlighted the fast-paced, high-stakes nature of the day.
“Our study shows that many shoppers are at a disadvantage due to slower internet speeds, and it’s clear that addressing these digital divides is essential to ensuring everyone has a fair shot at the season’s best bargains,” says Paul Zalewski of Red Stag Fulfillment.
