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BizReport : Ecommerce archives : November 25, 2015

Study reveals shopping habits not influenced by Black Friday flash sales

Black Friday will not influence the vast majority of shoppers' habits this holiday season, according to new research by retail marketing agency Leapfrogg, suggesting that retailers focus on the customer experience throughout the entire Christmas shopping period.

by Helen Leggatt

When Leapfrogg analyzed the shopping habits of 661 premium shoppers across Black Friday, Boxing Day, and the festive season in general, they found many are not being influenced by flash sales such as Black Friday.

Four in ten said they had no intention of waiting until Black Friday to purchase gifts, while another 40% said they 'might' make a purchase if something caught their eye on the day but they would not base their purchasing plans around it.

Over half (52%) had already started their gift buying in October.

"We looked at whether answers differed according to household income and gender, but opinions were similar across all segments," said Rosie Freshwater, MD of Leapfrogg. "We've started to see a backlash in America and the UK, where larger retailers have decided to not take part in Black Friday. The research suggests retailers would be better off focusing on customer experience throughout the entire Christmas shopping period. By all means offer a Black Friday discount, but choose a specific range of items and ensure high earning products are available consistently at good value for the whole of the shopping season."

A quarter of those studied said they may shop at the Boxing Day sales, and 13% said any money they received for Christmas will be spent at this time. However, 40% said they would not be shopping in the post-Christmas sales.

Image via Shutterstock

Tags: Black Friday, ecommerce, holiday 2015 shopping trends, shopping, trends

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