Black Friday is the ultimate showdown for deal hunters, but are slow internet speeds holding some of us back?
We recently surveyed 3,000 people and analyzed broadband data using County Health Rankings to uncover which parts of the country face the biggest online shopping disadvantages during the year’s biggest sales event.
Key Findings
The top 10 most disadvantaged counties in terms of broadband access (measured by the percentage of households with broadband) are as follows:
1
Issaquena, Mississippi (36% of households have broadband access)
2
Apache, Arizona (47% of households have broadband access)
3
Claiborne, Louisiana (47% of households have broadband access)
4
Yukon-Koyukuk, Alaska (48% of households have broadband access)
5
McKinley, New Mexico (52% of households have broadband access)
6
Wilkes, Georgia (53% of households have broadband access)
7
Mora, New Mexico (53% of households have broadband access)
8
Kenedy, Texas (53% of households have broadband access)
9
Hancock, Georgia (54% of households have broadband access)
10
Smith, Mississippi (54% of households have broadband access)
Broadband: The Silent Deal Breaker
The divide in broadband access has created a tiered playing field for online shoppers. Counties like Issaquena, Mississippi, and Apache, Arizona, struggle with low household broadband adoption rates (<50%), leaving many at a disadvantage.
Nearly 43% of surveyed shoppers admitted to missing out on deals due to slow internet speeds, indicating a critical need for infrastructure upgrades in rural areas.
The Race Against the Clock
Regional shopping trends show stark differences in early online activity.
Created by RedStag Fulfillment • Viewlarger version
Shoppers in South Dakota and Vermont rise as early as 1:00 AM to kick off their Black Friday purchases, indicating the importance of being first in line – even virtually.
In contrast, Mississippi, with an 8:24 AM average start time, showcases a more relaxed approach, potentially influenced by slower broadband speeds or different priorities.
Adapting to Internet Challenges
The willingness to pay for innovative solutions speaks volumes. Over half of respondents said they’d consider a hypothetical “deal access insurance,” which underscores a growing need for guaranteed access to competitive sales regardless of connectivity issues.
Similarly, 31% of shoppers would drive to areas with better Wi-Fi to avoid missing out – a modern take on “pavement pounding” to secure deals.
Planning Pays Off
Nearly half (49%) of Black Friday shoppers start their preparation a week in advance, with 12% going all-in a month ahead. This meticulous approach emphasizes how digital tools like wish lists and deal trackers have revolutionized shopping strategies.
Shoppers in states like Arkansas, who begin as early as 1:20 AM, demonstrate how preparedness can offset challenges like slower internet.
Emotional Rollercoaster of Black Friday
Descriptions of Black Friday ranged from “Exciting” (20%) to “Chaotic” (15%) and “Exhausting” (12%). These emotional peaks and troughs reflect the high stakes and intense pressure of landing coveted deals.
For many, the event is a thrilling competition – an exhilarating race against time, bandwidth, and stock shortages.
Takeaway
Black Friday showcases both the promise and pitfalls of our digital-first world.
While shoppers are devising creative solutions to overcome connectivity issues, the data makes one thing clear: investment in faster and more reliable broadband can ensure everyone gets a fair shot at the season’s best deals.
Until then, the divide between the “haves” and “have-nots” in internet speed will continue to shape the Black Friday experience.
