Black Friday Shoppers are Motivated by Both Deals and Tradition

BY Rachel Cagle
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"Retailers are preparing for one of their biggest weekends of the year as an estimated 164 million people are already planning to go shopping Thanksgiving Day through Cyber Monday, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics."

"The survey found that, last year, of those planning to shop during the long holiday weekend 21% (34 million) planned to shop on Thanksgiving Day, but Black Friday would remain the busiest day with 71% (116 million) planning to shop. Forty-​one percent (67 million) were expected to shop on Small Business Saturday, and 78% of those said they would do so specifically to support small businesses. On Sunday, 20% (32 million) were expected to shop. The shopping weekend wrapped up on Cyber Monday, when 46% (75 million) were expected to take advantage of online bargains."

"Of those shopping last year, 65% said they were doing so to take advantage of deals and promotions retailers offered, while 26% cited the tradition of shopping over Thanksgiving weekend and 23% said it was something to do over the holiday weekend and the same number said it was when they started their holiday shopping."

'While the long weekend always draws shoppers of all ages to take advantage of the irresistible deals and promotions that retailers are offering, we’re seeing a change in how the younger consumers see the weekend.' Prosper Insights Executive Vice President of Strategy Phil Rist said. 'Compared to older generations, younger consumers under the age of 35 are more likely to be attracted by the social aspects of shopping over the weekend or by the fact that it is a family tradition.'”

Black Friday Shoppers are obviously motivated by deals. According to AudienceSCAN, last year, many of these shoppers took action after receiving email ads and say that emails containing coupons/​discount codes are their favorites to receive from businesses, followed by emails containing limited-​time offers/​sales. Last year, more than half were also driven to action by direct mail ads/​coupons. Additionally, within the last month, approximately half of these shoppers used the internet to find coupons and discount codes, and last year, many took action after seeing ads on daily deals sites such as Groupon.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on department stores and malls/​shopping centers, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.