If you hope to game the system this holiday season by getting up before dawn on Black Friday to score big on toys for the kids, you might be better off hitting the snooze button, a new survey suggests. If history repeats itself, the day after Thanksgiving will be one of the worst sales days of the shopping season.
During the holiday shopping season last year, ShopAdvisors, a consumer shopping service, tracked 252 different toys worth $25 or more. In the 54 days from Nov. 1 through Dec. 24, the day with the fewest products on sale was the Friday after Thanksgiving, aka Black Friday.
For shoppers who wanted to make sure they were not overpaying for toys, the five days from Nov. 13 through Nov. 20 were the safest shopping days. More than half (52 percent) of all toys were on sale from their original holiday price, while only a handful (12 percent) were above their original price.
And it may pay to procrastinate. Shoppers can count on steep discounts in the two weeks before Dec. 25. Last year, at least 1 in 10 toys were available for 30 percent or more under their original holiday prices in the run-up to Christmas that started on Dec.11.
But there's a hitch. Delaying can also burn you; almost as many toys saw price increases of 30 percent or more. That spike peaked last year on Dec. 23, when 40 percent of toys carried a premium price tag.
"Our experience tracking more than a hundred million products shows that although Black Friday may be a good day for shopping, there are 'blacker' days to be found during the holiday shopping season," said Scott Cooper , CEO of ShopAdvisor.