Looking ahead to the Thanksgiving holiday — and the big shopping weekend — Influenster conducted a survey on shopping habits.

Influenster sent its poll to over 4,000 female Influenster community members. Of those surveyed, 78% were Millennials.

So, what were the results?

The majority of survey respondents say they plan to buy makeup and fragrances — however, the beauty category ranked second on their shopping list after clothing.

The survey reports that Gen Z is the age group most likely to shop for makeup and/or fragrances on Black Friday and Cyber Monday.  Seventy-eight percent of Gen Zers say they will be shopping for beauty products.

The top five “most wanted” makeup brands — from all survey responders — that bargain-hunting shoppers will be buying this holiday weekend are, ranked in order: Tarte Cosmetics, Urban Decay, ColourPop, MAC Cosmetics, and Benefit Cosmetics (shown in the photo above.)

What influences a purchase, most? Online reviews, followed by social media and last, brand websites. 

Take a look at deeper insights into the data below, courtesy of Influenster. 

BY THE NUMBERS…

What’s Everyone Buying — On Black Friday?

• Clothing – 85.88%
• Cosmetics and Fragrances – 72.31%
• Electronics – 62.27%
• Shoes – 62.35%
• Home Decor – 54.15%

• Clothing – 72.41%
• Cosmetics and Fragrances – 63.63%
• Electronics – 62.27%
• Shoes – 52.45%
• Home Decor – 44.68%

• 36.46% – Forever 21
• 23.52% – American Eagle
• 12.40% – Urban Outfitters
• 10.00% – Zara
• 6.50% – Free People

• 27.65% – tarte Cosmetics
• 26.89% – Urban Decay
• 23.61% – ColourPop
• 17.61% – MAC Cosmetics
• 16.04% – Benefit Cosmetics

• 44.86% – Target
• 30.96% – Walmart
• 26.73% – Ulta
• 26.71% – Sephora
• 12.95% – TJ Maxx

• 88.37% – Amazon
• 14.85% – Wayfair
• 13.66% – eBay
• 10.50% – ASOS
• 2.61% – Revolve

• 67% of all respondents plan on participating in both Black Friday AND Cyber Monday shopping.
• 14.94% plan on ONLY shopping Black Friday
• 13.59% plan ONLY shopping Cyber Monday

• 49.02% don’t feel they have the budget to shop
• 39.87% can’t take the Black Friday madness/crowds
• 18.95% don’t trust that Black Friday/Cyber Monday sales are the best

• 78.19% of shoppers this Black Friday plan on doing both holiday and personal shopping.
• 76.55% of shoppers this Cyber Monday plan on also doing both holiday and personal shopping.
• 47.80% Black Friday AND Cyber Monday shoppers plan on getting ALL of their holiday shopping done during these days

• 38.89% of this year’s Black Friday shoppers plan on waking up between 5AM and 9AM.
• 33.64% of this year’s Black Friday shoppers plan on waking up earlier than 5AM.
• 27.38% say they’re sleeping in

• 95.75% of people check online reviews prior to making online purchases.
• 83.89% of people check online reviews prior to making in-store purchases

• 72.05% of Cyber Monday shoppers say that online reviews are the most influential factor on their purchases.
• 64.33% say that social media is the most influential factor.
• 40.99% say that brand websites are the most influential factor.
• 40.88% say that word of mouth is the most influential factor.
• 7.25% say that TV and mail catalogues are the most influential factors (TIED).

• 65.53% of Black Friday shoppers say that online reviews are the most influential factor on their purchases.
• 61.14% say that social media is the most influential factor.
• 40.78% say that word of mouth is the most influential factor
• 37.41% say that brand websites are the most influential factor.
• 12.54% say that mail catalogues are the most influential factor.

• 92.72% of Cyber Monday shoppers have been searching the internet for deals ahead of the big day.
• 92.64% of Black Friday shoppers have been searching the internet for deals ahead of the big day.