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An Esendex survey conducted among consumers in the United Kingdom, United States, Spain, Italy, France, Australia, and Germany shows us what digital shopping habits are like during Black Friday. Understanding in advance what habits consumers have when it comes to their online shopping experiences is crucial for brands seeking success in the e-commerce realm.. Let’s have a look!
Spending control
Most consumers will monitor their expenses in order to make purchases during Black Friday. In the lead-up to Black Friday, consumers typically exercise spending control. We found that 77% of consumers worldwide will stop shopping up to one month before Black Friday, and 10% of consumers will wait for six weeks or more.
Desire for information
When it comes to spending, consumers worldwide hold a strong desire for information in advance about Black Friday. Surveys have revealed that an overwhelming 93% of individuals expect to be well-informed prior to the event, with 83% being content to know about it up to four weeks in advance, and more than half (53%) are happy to know about it up to fifteen days in advance. This insatiable appetite for knowledge reflects not only their eagerness to capitalize on deals but also their strategic approach towards managing their finances during this widely recognized shopping extravaganza.
Marketing message
With 81% of global consumers expressing willingness to consider purchasing products from a company after receiving a marketing message, it becomes evident that several platforms hold immense potential for driving consumer engagement and boosting sales. Leveraging the convenience and ubiquity of mobile devices, companies can now reach customers directly in their personal space, delivering persuasive and tailored messages that resonate with individual preferences.
Regarding the notifications that will encourage consumers to click on a link received from a company via text message/SMS or WhatsApp, these are the top three:
1. Notification of a sale.
2. Notification of a unique discount.
3. Notification that an item is back in stock.
What’s more incredible? A 2021 study by Flat 101 indicated that 21% of consumers purchased products they had not originally intended to buy during this period after being influenced by an offer, compared to the 45% who had their purchases planned in advance.
Mixed feelings
The sensations associated with this period are crucial to evaluate before launching any campaign. According to the Flat survey, there are several negative attributes associated with it, such as Consumerism (29.8%), Deception / misleading discounts (27.8%), and Oversaturation of advertising campaigns (16.9%). That's why, when planning touchpoints, it is crucial to avoid eliciting such reactions among potential customers.
But it's not all negative. Among the positive attributes, we find: Access to low purchase prices (44.4%), Derived savings (18.3%), and Taking advantage to get a head start on Christmas shopping (10.9%). So, what conclusion should we draw from this? All our efforts should be aligned towards these satisfaction factors or the feeling of reward among customers.
Consumers may experience a multitude of emotions when discovering that a particular store does not apply discounts associated with Black Friday. Disappointment (23.9%) is the predominant feeling when discovering that a store does not offer Black Friday discounts, particularly when applied to large businesses. However, when it comes to small businesses not offering Black Friday promotions, it is considered positive and respectable (12.9%) as they do not wish to contribute to the consumerism, deception, and oversaturation experienced by shoppers. Additionally, respondents understand that Black Friday has a negative impact on small businesses.
Conclusion
In conclusion, it is clear that consumers have diverse habits during Black Friday, with some being impulsive and others being more thoughtful in their approach. While impulsive buying may provide a temporary thrill of satisfaction, taking a more thoughtful approach can lead to smarter purchasing decisions and ultimately save money in the long run. It is important for individuals to understand their own shopping behaviors and make conscious choices on how to best utilize Black Friday sales. By being aware of consumers' habits, you can make the most out of this popular shopping event without falling into misleading messages and aligning campaigns with customer perception.
