Black Friday Insights: What Our Polls Reveal About Changing Consumer Behavior
Black Friday is almost here, and shoppers are gearing up for one of the biggest retail days of the year! To understand how shopping habits are evolving, BARE International conducted a series of polls exploring what consumers want from their Black Friday experience this year. Here’s what we discovered:
Online Shopping Dominates
More consumers are planning to shop online this year than ever before. In fact, 50% of respondents told us they prefer the convenience of shopping from home over visiting crowded stores. For retailers, this means that an engaging and seamless online experience is essential to capture the attention of holiday shoppers.
Key takeaways:
- 50% of respondents plan to do most of their Black Friday shopping online, while 32% plan to shop via a mix of in-store and online.
- Customers value quick checkout and easy navigation for a smooth shopping experience. 38% of respondents told us that their biggest concern is crowds and long lines.
- Reliable shipping and delivery times can make or break a sale.
Early Birds vs. Last-Minute Deal Hunters
Our polls revealed two main shopping personalities: early birds and last-minute deal hunters. Some shoppers want to secure deals ahead of the crowd, while others prefer to wait for the very last-minute discounts.
Key takeaways:
- 46% of respondents think early Black Friday sales are a great idea.
- 30% of respondents plan to wait for traditional timing and ignore the early sales.
- Offering both early-bird promotions and end-of-day discounts can help retailers appeal to both groups.
Social Media as the Deal Finder
Social media is playing a huge role in how shoppers find deals this year. Platforms like Instagram, Facebook, and TikTok are where consumers are looking to influencers, brand accounts, and advertisements for the best Black Friday offers.
In fact, 61% of respondents said social media is their main source for discovering deals.
This trend highlights the need for brands not only to promote deals effectively on social channels but also to maintain an active, responsive presence. Ensure that your social media presence is top-notch by monitoring engagement, tracking comments, and assessing how effectively you’re responding to customer inquiries. Engaging with followers, responding to feedback, and staying tuned into what consumers are saying can strengthen brand loyalty and drive sales.
Key takeaways:
- 61% of respondents rely on social media as their go-to source for Black Friday deals.
- Influencer partnerships, timely posts, and engaging with followers are essential for building excitement.
- BARE can help brands manage their social media presence to ensure they’re connecting with customers and maximizing impact during peak shopping seasons.
What These Trends Mean for Retailers
With consumers prioritizing convenience, value, and mobile accessibility, here are a few ways retailers can adapt to these trends:
- Enhance your online and social presence: A well-designed, easy-to-navigate website is essential, especially for mobile.
- Promote strategically: Capture early shoppers with pre-Black Friday deals and engage last-minute buyers with exclusive end-of-day discounts.
- Create a Great In-Person Experience: Although a smaller percentage of shoppers plan to visit stores in person, their expectations are higher than ever. This group values a smooth and enjoyable shopping experience with minimal wait times and helpful customer service. For retailers, investing in a positive in-store experience is key to leaving a lasting impression and ensuring these shoppers feel valued.
By adapting to these trends, retailers can provide a memorable, customer-centric shopping experience that meets consumers’ evolving expectations.
At BARE International, we’re committed to helping brands understand and meet these changes in consumer behavior. Happy Black Friday shopping!
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