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BizReport : Ecommerce : October 30, 2013


The deals that will encourage shoppers over the holidays

What makes a holiday shopper tick? New data out from Wanderful Media sheds light on how Black Friday shoppers are engaging with brands and products throughout the day. According to their new report there are two kinds of Black Friday shoppers and they're looking for different things.

by Kristina Knight


Wanderful Media's new survey, conducted by Find&Save, finds there are two types of Black Friday shoppers: night owls and early birds. The prime difference: night owls are most likely to get most of their shopping done and to 'enjoy' the competition of crowded stores and finding deals. What are these shoppers looking for?

• 75% of Night Owls are looking for electronics, 60% of Early Birds are
• 82% say they're 'interested' in retailer emails about Black Friday deals
• 66% say they either use now or will consider using mobile devices to check prices or find more sales
• 30% of Black Friday shoppers say they've already begun buying for the holidays

"We analyze and study all shoppers, but the Black Friday shopper is a different breed, a 'super shopper' who thrives on finding the best deals and maximizing the day," said Ben T. Smith, IV, CEO of Wanderful Media. "Through the Find&Save survey, we found they are planners, they love the thrill of finding a great deal and would welcome mobile apps and other planning tools to help maximize the day. It was also interesting to see the differences between the shoppers who left in the middle of the night, vs. those who left first thing in the morning."

Meanwhile, MarketLive has released their holiday customer survey, finding that most (91%) of shoppers are swayed by free shipping promotions while 87% are likely to buy when delivery dates are guaranteed by the retailer and 72% say they would like to 'reserve' items online before buying in-store.

"Online shoppers have become quite savvy. They know how to comparison shop from their mobile phones and they have come to expect certain things like free shipping," said Ken Burke, founder and chairman of MarketLive. "But our survey also uncovered many tactical things that online retailers can do this holiday season--like tangible gift cards, 24/7 customer service reps and online ratings and social sharing--to attract customers, retain margins, and compete successfully this holiday season."

Other interesting findings include:

• More than two-thirds say they'll shop either Cyber Monday or Black Friday
• 65% say gift cards are their #1 items
• 31% say they'll pay full price if free shipping is offered

Image via Shutterstock

Tags: 2013 holiday ecommerce trends, Black Friday shopping, Black Friday tips, ecommerce trends, MarketLive, Wanderful Media










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