50% of Black Friday Buyers Shop on Phones While in Line

"With more and more retailers offering holiday deals earlier in the season, the excitement about Black Friday is no longer confined to a single day. Now it's more like a month-​long event. As a result, one in five shoppers headed to stores on Thanksgiving Day to capitalize on Black Friday deals," according to ThinkWithGoogle's story, "Shoppers Go Mobile Black Friday Weekend."

Based on Black Friday 2014 research and trends, Google offers some tips and pointers on marketing to the shopping masses for 2015. Here's a biggie: "Google searches for toys started trending in early October 2014, compared to late October 2013."

"To get a read on the trends heading into Black Friday, Google took the temperature of holiday shopping online. Google looked at search trends on Google, insights from Google Consumer Surveys and top trending purchases on its same-​day delivery service, Google Express."

Mobile shoppers out in force

"As smartphone shoppers hunt for deals during 'snackable' moments throughout their day, this holiday season will likely be the most mobile ever," Jenny Fernandez wrote for ThinkWithGoogle. "Shopping searches on Google coming from smartphones increased 3.5 times year over year and continued to grow. And we sent more mobile traffic to retailers per week from Google Shopping than we did during the peak of the 2013 holiday season."

"The smartphone has become the most powerful shopping assistant while consumers are out and about, helping them read customer reviews, watch product demos and find other retailers with products in stock nearby. So it's no surprise that the top spending days for in-​store sales are also the days we saw the biggest spikes in shopping searches on mobile devices."

"On Black Friday weekend, expect to see many shoppers checking for deals on their smartphones while braving the lines and crowds at the mall," Fernandez wrote. "Nearly 50% of 25–34-year-olds used their phones to shop online while standing in lines at a stores. To help these shoppers research products more easily during the holiday weekend, Google rolled out mobile features to Google Shopping, such as 360-​degree imagery and more detailed product information."

Hunting for deals online

"Shoppers prep for Black Friday shopping by researching purchases and deals online. Google found that 27% of shoppers had already begun hunting for Black Friday deals online in early November."

Black Friday searches trended the highest in the following places:

  • Westland, MI
  • Augusta, GA
  • Louisville, KY
  • Nashville, TN
  • Omaha, NE

The top questions people ask about Black Friday on Google Search are:

  • What time do stores open on Black Friday
  • What time does Black Friday start
  • When does Black Friday end
  • What to buy on Black Friday

AudienceSCAN has the details you need to effectively reach the Black Friday Shopper audience. 32% of consumers shopped in stores on Black Friday. 38% of them live in city, urban or metropolitan locales. 20% have teenagers living at home. 17% want to attend holiday parades this year. 51% also shopped online on Cyber Monday, and another 42% shopped small on Small Business Saturday. Black Friday Shoppers are 26% more likely than average consumers to use iPhones. Also, they're 40% more likely than average to read blogs every day. Definitely get your advertisers pushing their wares on Instagram ‰ÛÒ this crowd is 52% more likely to be active on Instagram. In the past 6 months, 21% of Black Friday shoppers have downloaded apps for a product they're considering.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.