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.