Placed and Kantar Release Third Annual Black Friday Report

Black Friday has been a long-standing American pastime, one that creeps closer and closer into Thanksgiving every year. For many Americans, it is accompanied by images of people shoving and trampling each other to get their hands on the hottest discounts, giving a redefined meaning to the term “door-buster.” And, according to the NRF, nearly 102 million consumers shopped in brick-and-mortar stores over the Black Friday holiday weekend this November, where the retail advertising buildup beforehand represented a billion plus dollars.

 

So, the decisive question remains—who were the retail winners and losers in the ultimate annual competition of reaching those 102 million consumers effectively? Placed and Kantar came together again to merge their intelligence and evaluate the amount of incremental store visits per dollar of advertising, measuring the success through the metric of ‘lift visits per ad dollar.’ This measure was then converted to an index scale, assigning an index of 100 to the highest lift visits per ad dollar and scaling all other values against it.

 

This year’s analysis revealed that consumers are on the prowl for the latest and greatest electronics, particularly when it comes to Black Friday deals. Best Buy came away as the winner: with $24.2 million of ad expenditures, Best Buy experienced a 125% lift in store visits, obtaining the top efficiency index of 100. In second place behind Best Buy comes JC Penney with an efficiency index of 75, claiming the top spot for the department store and mass merchandiser category. And when it came to the battle of Walmart vs. Target, it was pretty close: Walmart experienced an efficiency index of 65, with Target on Walmart’s tail with an index of 63.

2015_BlackFriday_TVAdSpend_StoreVisit (2)

 

The digital cousin of Black Friday, Cyber Monday has stolen some of the holiday shopping spotlight. Regardless, the 2015 findings highlight that pre-Thanksgiving advertising spend remains not just important, but actually successful in generating foot traffic—proving the reality of holiday retail: Black Friday isn’t dead, it’s just different. Download the full report here to learn more.

Placed and Kantar Release Second Annual Black Friday Report

This post is adapted from analysis written by Jon Swallen, Chief Research Officer, Kantar Media Ad Intelligence.  

Access the full analysis

 

Placed and Kantar once again partnered to deliver the definitive Black Friday study measuring the impact of television advertising on driving customers into stores.  The findings highlight the importance of pre-Thanksgiving advertising spend on generating foot traffic during this critical weekend.

 

As in any contest, some competitors do better than others.  The results of this year’s study are no exception as mega-retailer Walmart used their massive scale to both outspend and outdraw its rivals.  Spending north of $70 million, Walmart not only drew a 38% share of in-store shoppers but did so at the lowest cost per share of any retailer in the study.

 

By contrast, Target spent nearly as much as Walmart but drew nearly 2/3 less visitors over the 4 day period (a 13% share).  It wasn’t all bad news for Target, however, as store traffic was up nearly 22%  vs. the week prior.

 

Download the full report here.

Kantar Whitepaper Graph

Black Friday Shoppers – Not Your Average Consumer

As the biggest shopping day of the year, Black Friday is the pinnacle event for deal-hungry consumers who brave the crowds in search of steep discounts and door buster deals. For retailers, understanding who these shoppers are and how they behave is critical to driving more shoppers into their stores and capturing a greater share of holiday dollars.

 

In our recent report, Holiday Shopper Profile: Offline Insights into Thanksgiving and Black Friday Shoppers, we surveyed 14,645 smartphone panelists about their holiday shopping plans and combined this with direct measurement of their offline shopping behaviors to reveal interesting insights into this consumer segment.

 

When asked about their Black Friday shopping plans, nearly half of respondents planned to shop on Black Friday this year, with 1 in 4 still unsure if they will join in on the deal hunting.

  • Although online shopping continues to gain ground, the majority of consumers still prefer brick-and-mortar to click-to-order on Black Friday.

 

Black Friday shoppers are not your typical consumers. Placed found these shoppers displayed strong demographic characteristics to set them apart.

  • Black Friday Shoppers were significantly more likely to be Asian (index 133), Hispanic (114), and African Americans (110) than an average consumer.
  • Shoppers skewed younger, with those ages 25-34 over-indexing the highest, and were significantly more likely to have children.

 

Leveraging Placed Insights to directly measure consumers’ location behaviors, the study analyzed where those that planned to shop on Black Friday had a higher likelihood to visit even before the holiday season officially begins.

 

Not unexpectedly, Black Friday shoppers over-index to discount retailers in October, while at the same time branching out to premium brands such as Coach, Apple Store, and Whole Foods.

  • Based on observed retail visits in October, Black Friday shoppers showed a high affinity for Discount Retailers including Burlington Coat Factory, T.J. Maxx, Marshall’s, and Old Navy which indicates this shopper segment is actively looking for deals during the other 364 days of the year.
  • Apple Store, Coach, and Whole Foods are retailers where Black Friday shoppers over-indexed in October, highlighting this segment’s willingness to move up funnel for selected premium brands.

 

As Black Friday rapidly approaches, retailers that understand the behaviors and characteristics of shoppers roaming their aisles will be best positioned for a positive start to this holiday season.

 

To find out more about Black Friday shoppers, download our latest report.

‘Tis the Season to Showroom: Black Friday Smartphone Usage

With more than half of Americans armed with a smartphone this holiday season, these small devices are set to play a big role in how consumers shop – both in store and on screen.

 

In our recent report, Holiday Shopper Profile: Offline Insights into Thanksgiving and Black Friday Shoppers, we surveyed 14,645 smartphone panelists about their holiday shopping plans and combined this with direct measurement of their offline shopping behaviors to provide in-depth analysis into this consumer segment.

 

According to Black Friday shoppers, smartphones are the perfect deal-hunting companion. Nearly half of survey respondents planned to use their device to “get coupons/deals” this Black Friday, while 43% of shoppers plan to compare prices online while they are in a physical retail store – i.e. showroom.

 

Showrooming has evolved, moving from a niche behavior of tech-savvy shoppers to a widespread consumer activity. To combat showrooming and even leverage it to their advantage, retailers need to understand which aisles these consumers are likely to be browsing.

 

Based on observed visits in October, those that plan to use their smartphone to showroom on Black Friday had a higher propensity to visit Bookstores, Toys Stores, Beauty, Sporting Goods, and Shoe retailer categories. Drilling down further by retailer found DSW Shoe Warehouse, Ulta, Sports Authority, and Dick’s Sporting Goods display some of the strongest brand affinities among this audience during their pre-holiday shopping activities.

 

In an environment where shoppers hold the pricing power of the Internet in their hand, brick-and-mortar retailers need to go on the offensive. By combining targeted mobiles ads with exclusive in-store incentives, marketers can drive the right audience in-store with an experience that an online competitor can’t match.

 

To find out more about Thanksgiving and Black Friday shopper trends, download the report.