The average American will spend $515 during Black Friday this year. Typically one of the busiest times of the year for retailers, stores will offer average discounts of 68 percent during the weekend-after-Thanksgiving tradition, with the typical shopper expected to see an average savings of $1,094.

However, according to research recently conducted by UK-based online marketplace OnBuy, more Americans now say the advertising and marketing campaigns that brands create to spread awareness about sales events do less to influence where to shop on Black Friday than positive endorsements from friends or family members.

Black Friday
Products Americans intend to purchase on Black Friday 2018.

According to OnBuy’s research, offers and discounts are the greatest motivating factor in getting Americans to participate in Black Friday events (75 percent). More than two-thirds (68 percent) think Black Friday is the best opportunity to find otherwise expensive products at a discounted price. A similar amount (64 percent) said they use the occasion to buy Christmas presents. More than half (55 percent) said they participate in Black Friday shopping events every year.

Interestingly, more Americans said that positive endorsements from friends or family members (43 percent) are what ultimately influences them to shop on Black Friday than advertising or marketing campaigns created by brands specifically for the annual retailer bonanza (37 percent).

The study found that promotions on appliances and electronics products will drive the greatest shopper demand on Black Friday (81 percent). This was followed by clothing and shoes, at 73 percent. Interestingly, 44 percent of shoppers said they’re on the lookout for gift cards and vouchers, particularly those on sale for less than their face value. Less than a third (30 percent) said food or beverage items were on their shopping list. Coming in at last place was sporting goods products (23 percent).

OnBuy reported that Black Friday 2018 sales are expected to be 2,103 percent higher than a regular Friday’s sales.

OnBuy’s study, “American consumers’ shopping intentions for Black Friday 2018,” surveyed more than 1,800 American consumers who said they’ll be searching for deals on November 23rd this year.