---
title: "Not Nearly as Many Millennials Are Planning to Shop in Stores This Black Friday as in 2015"
url: https://burnaze.com/article/a6d23e6d-4261-49ee-a2d5-1a4e7c378b10
source: "1851 Franchise"
original_url: https://1851franchise.com/not-nearly-as-many-millennials-are-planning-to-shop-in-stores-this-black-friday-as-in-2015-2704880
category: "Specialty retail"
industry: "Retail"
segment: "Specialty retail"
published: 2017-11-21T18:13:01.000Z
modified: 2026-11-01T04:11:22.138Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/520e7c476e9ef72dace57b3270622c764916.jpg
---

# Not Nearly as Many Millennials Are Planning to Shop in Stores This Black Friday as in 2015

**TL;DR:** Fewer millennials are planning to shop in stores on Black Friday, with only 35% saying they'll buy in-store this year, compared to 61% in 2015. Millennials are instead choosing to shop online from their mobile devices.

*originally published in 1851 Franchise on 2017-11-21. [Read the original](https://1851franchise.com/not-nearly-as-many-millennials-are-planning-to-shop-in-stores-this-black-friday-as-in-2015-2704880).*

## Story

Stores—and shoppers—are gearing up for this year’s Black Friday sales. But according to a recent Adweek article, this year’s in-store turnout may not be record breaking.

Fewer millennials are planning on shopping in brick-and-mortar stores this Black Friday, especially when compared to two years ago. According to data from the product-discovery and reviews platform Influenster, only 35 percent of millennial shoppers say they’ll buy in-store this year, which is a significant fall from 61 percent in 2015. Unsurprisingly, millennials are choosing to do their shopping online from their mobile devices.

In 2015, Influenster notes that 83 percent of those planning to shop online said they’d do it on desktops or laptops. That number dropped 13 percent this year, while mobile device and tablet shopping jumped by four percent.

In an interview with Adweek, Influenster co-founder and CEO Aydin Acar said, “Evidently, retailers and brands that optimize for mobile conversions over Black Friday and Cyber Monday will reap the biggest rewards.”

## Entities

- 1851 Franchise (publication)
- Retail (sector)
- black friday (topic)
- mobile shopping (topic)
- in-store sales (topic)
- millennial shopping (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/not-nearly-as-many-millennials-are-planning-to-shop-in-stores-this-black-friday-as-in-2015-2704880). Summarized by Burnaze (https://burnaze.com/article/a6d23e6d-4261-49ee-a2d5-1a4e7c378b10).