Insights First Read

Insights Blog

Re-examining Our Image of the Black Friday Shopper

Several years ago, we defined the prototypical shopper as a woman with a family, two and a half children and a dog, living in suburban house with a minivan. On Black Friday, we pictured the holiday shopper lugging bags from eleven stores, smiling while she struggled to carry all her purchases. This year, we saw her as an aggressive and brutal beast, trampling other Wal-Mart shoppers and fighting for $2 waffle makers. While we might find amusement – and sometimes horror – at the exaggerated images shown on the nightly news, we know better. Let’s really examine today’s Black Friday Shopper.

She, (because 62% of purchase decisions are made by a woman - NPD), started holiday shopping on Black Friday (52% of Americans did, according to ComScore). She did not complete her shopping on Friday and used work time on Monday to shop online (28% percent did, up 33% from last year according to NPD).

She is within reach of her mobile device 75% of the time, often taking it to bed and the bathroom. According to IBM, her favorite mobile device is the iPad, and she’s more than twice as likely to use a mobile device to research retailers this year (10.8% vs 3.8% last year). At the same time, she is three times more likely to actually complete a purchase through her mobile device this year (6.6% vs 2.3%). Her favorite activity on her mobile device is to research gifts and prices while still in the store.

While online, she watches mobile videos on Google (according to IBM’s Coremetics data). She most likely viewed advertising videos on Hulu, and has opted in to receiving retailer-based emails weekly. She is connected to brands on Facebook (80% are), and she has more friends her age than younger or older than she is. Although, according to IBM, less than 1% of purchases were directly inspired by a referral from social media (0.56% of sales on Black Friday), 86% of all social media referrals came from Facebook.

We think today’s Black Friday Shopper is very different from what we saw on ABC and NBC News. She is a smart, mobile-savvy, well-researched consumer who seeks value based on real information and the opinions of the people and brands that she trusts.

Just a thought – Happy Holidays!

About Trellist

Trellist is a professional services firm delivering performance-driven business solutions that are flexible, innovative and optimized to maximize efficiency and return. The firm consults on, and integrates, data with marketing, design, technology and digital services for clients at the global, national and regional level. Trellist utilizes a unique approach to business—from the firm’s employee-shared structure, to how it partners with its clients. 

ModalConfirm - Thanks for contacting Trellist! We will get back to you soon. Loading animation

WE'RE READY TO LISTEN

Let us know the challenges your business is facing, so we can discuss solutions to help you reach your goals. Fill out the form below to start the conversation.

To see career opportunities, apply for a job, or submit your resume, visit our Careers section.

Required


The Captcha needs to be completed successfully

THANK YOU FOR YOUR INTEREST AND FILLING OUT OUR FORM!

Your information has been processed and will be reviewed by a Trellist Associate.