Insights Insights | September 21, 2017

Target ‘Super Shoppers’ this retail holiday season: Black Friday and Cyber Monday 2017 Insights

Whether people are seeking to indulge in some serious splurging, generous gifting, or just wanting to check items off their shopping list, they’re all turning to Black Friday and Cyber Monday sales to snag mind-blowing deals. The holiday sales are the perfect time for advertisers and brands to get involved and take advantage of the impulse buys, planned purchases and ‘I just want to shop today’ mindset of the consumers.

Massive crowds, chaos, and battling long lines at stores is a deal breaker for most people, which is why the majority of consumers have moved from offline to online channels. Visa said online spend in the week leading up to Black Friday was up by 13 percent year-on-year with almost £1 being billion spent on Black Friday alone. A statistic, which reaffirms that the retail success for brands can be uplifted with an effective digital strategy.

Download the Black Friday and Cyber Monday 2017 insight report

Meet Sue. She is a 40-year-old working mom, who turns to seasonal retail sales every year to purchase big-ticket electronics, gifts for her family, and home improvement products. She starts her ‘research phase’ for the Black Friday sale as early as August. Kate, on the other hand, whilst being the same age as Sue purchases items that catch her eye during the sale week. This makes Sue a Super Shopper and Kate an Impulse Shopper.

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With inputs from Abhishek Pandey, Insights specialist. Illustrated by Ananya Ghosh