Performics UK have commissioned a bespoke piece of research into how consumer shopping is changing during the Christmas period. In particular it compares shopping habits during black Friday vs. typical online shopping. The study found that in certain categories such as Luxury and Beauty, consumers are spending 100%+ more than they would spend outside Black Friday. The research also found that adverts and editorial play a greater role during Black Friday than any other time of the year. Black Friday was also found to have a higher association with shopping behaviours such as Christmas shopping, upgrading tech and shopping premium brands.
Key insights Black Friday. The Shopping Holiday of Temptation. During a typical digital shopping journey consumers are purchasing because of need. However during Black Friday, this flips dramatically towards purchasing because of temptation (3% to 11%) and inspiration (13% to 18%), This stems from a need to purchase Christmas gifts, however appears to overspill into […]