It's not the size of the deal that matters to Black Friday shoppers, but the quality.

That's a takeaway from a survery of more than 1,500 customers who plan to go on the Nov. 23 shopping bonanza.

On average, Black Friday buyers will spend an estimated $625 on presents for the holidays in 2018 -- with a minority topping out at over $1,200 and a few spending nothing. Shoppers will also set aside $472 max on Black Friday and $415 max for Cyber Monday, the survey found.

Nearly half -- 44% -- of shoppers reported they're most interested in quality when deal hunting, while over a third -- 36% -- said low prices were their No. 1 priority on the post-Thanksgiving shopping day. Price, however, won out over convenience for shoppers, meaning they would drive a little further for the better deal.

"While it's true that consumers are almost always looking for the lowest price, they are no longer willing to sacrifice quality to get there," said the study.

When it comes to online shopping, customers prized free shipping more than any other incentive, they told the pollsters.

A total of 38% of shoppers said they expected to save on free shipping while only about 18% said they would get deals from coupons. 

As for where shoppers bet they would spot the best deals, Amazon (AMZN - Get Report) , Walmart (WMT - Get Report) and Target  (TGT - Get Report) won out for both Black Friday and Cyber Monday. Nearly a third of shoppers will already have begun holiday shopping by the end of this month. is owned by Ziff Davis, the same publisher that owns PC Magazine and other titles. is a holding in Jim Cramer's Action Alerts PLUS member club. Want to be alerted before Jim Cramer buys or sells AMZN? Learn more now.