Black Friday 2012: 7 Consumer Behavior Insights for Retailers
November 15, 2012
How will Black Friday, Cyber Monday, mobile commerce and a struggling economy affect consumers in 2012?
We conducted a study of 1,100 consumers to find out.
According to our recent survey, despite long lines and sometimes havoc in the stores, most Americans are absolutely thrilled with Black Friday. Almost half of U.S. shoppers say that the hoopla around Black Friday is a positive and gets them excited to start their holiday shopping.
Here are 7 consumer behavior insights for retailers about Black Friday 2012:
Black Friday vs. Cyber Monday
- Half of shoppers say that the hoopla around Black Friday is a positive and gets them excited to start their holiday shopping.
- An overwhelming majority of shoppers say they have good shopping experiences on Black Friday – more than 74% rate their Black Friday experience as “somewhat satisfying” to “very satisfying.”
- Online shopping on Cyber Monday gets an even higher customer satisfaction rating with over 90% of shoppers rating their Cyber Monday experience as somewhat satisfying” to “very satisfying.”
Lose the Holiday Cheer
- Only about 5% of American consumers say improving the holiday cheer in the store would get retailers more of their business.
- What consumers really want is to keep money in their pockets – half of shoppers said discounts would be most influential in decisions about buying during the holidays.
Mobile is Trailing in the Holiday Shopping Race
- Despite the surge in online and mobile commerce, more than 55% of shoppers say they’ll be doing their holiday shopping in-store rather than online.
- Only 10% of shoppers said they would be purchasing holiday gifts on their mobile devices.