Black Friday Is Alive and Well: Wyndham Vacation Rentals(R) Survey Reveals New Generation of Shoppers

Black Friday Is Alive and Well: Wyndham Vacation Rentals(R) Survey Reveals New 
Generation of Shoppers 
Millennials More Willing to Shop, Fight for Deals, and Gift Outside
the Box 
PARSIPPANY, NJ -- (Marketwired) -- 11/25/13 --  A new generation of
shoppers awaits to descend on stores this Black Friday -- and they're
ready to do what it takes to get a good deal. A recent Harris
Interactive survey* conducted on behalf of Wyndham Vacation
Rentals(R), the world's largest professionally managed vacation
rental business, finds that 89 percent of Millennials (U.S. adults
ages 18-34) are willing to shop on Black Friday this year. The study
also reveals that nearly two in five Americans (39 percent) would
spend more on holiday gifts if they could get a great travel deal on
their next vacation.  
Gearing up to snag some of the season's best savings, the younger
generation is more willing to sacrifice sleep for an early start.
Burning the midnight oil, these Millennials are four times more
likely to line up or shop at 12:00 a.m. for Black Friday deals than
adults ages 35 and older (24 percent vs. six percent), looking for
early access to valuable discounts. But their dedication doesn't stop
there -- they're also more likely to compete with other shoppers who
have comparable wish-lists.  
When asked what they'd do if they happened to grab the last of a
coveted item at the same time as another shopper, 28 percent of
Millennials said they would grab the item and run, as compared to
only 18 percent of adults ages 35-64 and eight percent of adults ages
65+ who would do the same. Unwilling to lose out on a deal,
Millennials who have shopped Black Friday in the past are also twice
as likely to have had a dispute with another shopper during Black
Friday, as compared to shoppers ages 35-54 (12 percent vs. six
Though Millennials seem to be raising the Black Friday stakes, their
intentions are rooted in true holiday spirit. Sharing their savings
with loved ones, 67 percent of Millennials who'll shop this year are
somewhat likely to put the money they save shopping on Black Friday
or Cyber Monday toward a vacation for themselves, their family, or
others. The younger generation is also more likely to splurge on
others when they can save on their own planned purchases, with 58
percent agreeing that they'd spend more on holiday gifts if they knew
they could get a great deal on their next / upcoming vacation.  
"Black Friday is growing to encompass deals on all different types of
gifts to accommodate the new shopper," said Bob Milne, president,
Wyndham Vacation Rentals North America. "Gifting is becoming as much
about memorable, shared experiences as it is about the tangible
product. Our survey found that 41 percent of Americans have purchased
travel as a gift for the holidays in the past, with 49 percent of
Millennials going that route. As more and more companies begin
offering Black Friday deals, regardless of whether or not their
product can be shelved in the traditional sense, this time-honored
shopping holiday will continue to evolve."  
The survey also revealed a number of other interesting findings
regarding consumers' attitudes toward the Black Friday and Cyber
Monday holiday shopping experience: 

--  Many sale shoppers gift their savings forward. Following the
    Millennial mindset of sharing savings with loved ones, nearly 2 in 5
    Americans (39 percent) would be willing to spend more on holiday gifts
    if they knew they could get a great deal on their next vacation.
--  Shopping online can ease the stress of the holiday rush. Three times
    as many people find the Black Friday experience to be stressful (56
    percent) compared to Cyber Monday (18 percent), so look for Black
    Friday deals online to get the best of both worlds.
--  Parents tend to shop harder when their kids' wish-lists are on the
    line. Parents with young children living at home are three times as
    likely to have had a dispute with another shopper on Black Friday in
    the past as non-parents (12 percent vs. four percent). Parents who
    will be shopping on Black Friday this year would also be more likely
    to grab a coveted item from another shopper and run if they were to
    both reach for the item at the same time (24 percent vs. 18 percent).
--  As crazy as the holiday season can get, civility wins out in the end.
    Four in five likely Black Friday shoppers this year would opt to
    either give up an item or discuss a solution rationally if they were
    to simultaneously grab the last of a coveted item with another
--  Shoppers won't just wake up early for anything! For companies looking
    to lure shoppers out of their turkey-induced slumber, the average
    minimum discount it would take for Americans to get up early on Black
    Friday is 46 percent. Nearly half (47 percent) of Americans would go
    out early for deals of 50 percent or more.

Expanding Black Friday's reach beyond tech, Wyndham Vacation Rentals
will be rolling out special sales across all of its U.S. vacation
destinations. Visit the Deals page at and
keep an eye out for significant Black Friday savings. 
*The survey was conducted online within the United States by Harris
Interactive on behalf of Wyndham Vacation Rentals from November 7 -
11, 2013, among 2,010 adults ages 18 and older. For complete survey
methodology, including weighting and variables, please contact
Christina Markowitch at  
About Wyndham Vacation Rentals 
Wyndham Vacation Rentals, the world's largest professionally managed
vacation rentals business, is part of Wyndham Exchange & Rentals and
the Wyndham Worldwide family of brands (NYSE: WYN). Backed by one of
the world's largest hospitality companies, Wyndham Vacation Rentals
provides access to more than 100,000 vacation rental properties in
over 600 unique destinations worldwide. Specializing in the managed
vacation rental segment, Wyndham works closely with property owners
to ensure all rentals meet its standards for customer service,
quality and comfort. With a diverse and celebrated collection of more
than 25 rental brands including Canvas Holidays by Wyndham Vacation
Rentals, Hoseasons by Wyndham Vacation Rentals, James Villa Holidays
by Wyndham Vacation Rentals, Landal GreenParks(R), Novasol(R) by
Wyndham Vacation Rentals, ResortQuest(R) by Wyndham Vacation
Rentals(R) and The Resort Company(R) by Wyndham Vacation Rentals,
Wyndham Vacation Rentals delivers distinct vacation experiences,
ranging from beachfront condos, private homes, villas, castles and
houseboats, with many properties offering kitchens, washers and
dryers, maid service, spa and fitness centers, and golf courses. For
additional information visit our media center or Wyndham Vacation Rentals also can be
found on Facebook. 
Christina Markowitch
Wyndham Vacation Rentals
(973) 753-6480 
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