As the holiday shopping season kicks into high gear, a recent study by Red Stag Fulfillment has brought attention to the critical role of broadband access in securing Black Friday deals. While many Kentuckians face significant disadvantages due to limited internet connectivity, Garrard County stands in a decent position, with 83% of its households equipped with broadband.

The study highlights a stark digital divide across Kentucky, with counties like Robertson, Todd, Owsley, Menifee, and Powell at the bottom of the list. These counties report broadband access rates as low as 68%, leaving residents at a distinct disadvantage when vying for time-sensitive online deals. For context, slow internet speeds and unreliable connections have led to 43% of surveyed shoppers nationwide missing out on Black Friday bargains.

In contrast, Garrard County's high broadband access offers its residents a distinct advantage. With online shopping playing an increasingly dominant role, robust internet infrastructure ensures Garrard County shoppers can fully participate in the Black Friday frenzy without the frustrations of missed opportunities caused by slow-loading pages or technical issues.

Challenges for Disadvantaged Counties

The findings underscore the difficulties faced by residents in areas with limited broadband. For shoppers in the five most disadvantaged Kentucky counties, the slow speeds could translate into lost deals on popular items, especially when every second counts during checkout. A survey of 3,000 respondents by Red Stag Fulfillment revealed that 65% of people believe faster internet provides a clear edge in securing online deals.

The situation has prompted creative coping strategies. More than half of respondents (51%) expressed a willingness to pay for hypothetical “deal access insurance” to ensure discounts remain available, even if they encounter technical issues. Additionally, 31% admitted they would drive to locations with better Wi-Fi just to shop.

Planning for Success

The study also revealed fascinating trends in how shoppers prepare for Black Friday. Nearly half of respondents (49%) begin their planning a week in advance, while a committed 12% start as early as a month before the big day. Early morning shopping is another hallmark of Black Friday strategy, with Kentucky shoppers logging in as early as 3:50 am, on average, to take advantage of online discounts.

However, success is not guaranteed. Page load times remain a crucial factor, as nearly a quarter of respondents (23%) indicated they would likely abandon their carts due to delays. This highlights the importance of reliable internet access, particularly on high-demand days like Black Friday.

Emotional Rollercoaster

Beyond the technical hurdles, Black Friday shopping elicits a mix of emotions. Positive sentiments like "Exciting" and "Worthwhile" were common among respondents, but many also described the experience as "Stressful" or "Overwhelming."

Bridging the Digital Divide

Paul Zalewski of Red Stag Fulfillment emphasized the importance of addressing the broadband gap, stating, “Our study shows that many shoppers are at a disadvantage due to slower internet speeds, and it’s clear that addressing these digital divides is essential to ensuring everyone has a fair shot at the season’s best bargains.”

For Garrard County residents, however, the combination of widespread broadband access and early preparation positions them as in decent position in the race for Black Friday deals. As other counties work to close the connectivity gap, Garrard County’s digital infrastructure is nowhere near the bottom, but still has room to improve toward empowering residents in the modern economy.