Marketing to Women: Are We Tired of Black Friday?

November 19, 2012 § Leave a comment

Have you seen the sales for Thanksgiving Weekend?  First it was Black Friday and now it’s Thanksgiving Day with retailers like Walmart, Toys-R-Us and Target opening on Thursday evening to squeeze more sales into the weekend.  But what do shoppers think about this promotion creep?

Research from credit card comparison website found that 41% of US consumers planned to shop on Black Friday this year, compared to 57% who said they would shop a few days later on Cyber Monday.

Survey respondents said they planned to spend less this year on Black Friday, while Cyber Monday shoppers plan to spend more.  Cyber Monday is the biggest online shopping day of the year, representing a $1.25 billion day.  However, its a misconception that Black Friday is just in-store.  Much of Black Friday shopping will happen online

What is the trend?  Are people tired of the commercialism – or is online shopping on the day after the holiday a preferred method of snagging early bargains? reported on Booz’s Holiday Retail Outlook report.  Booz describes the way that consumers view Black Friday as increasingly “irrelevant” because of changing shopping habits—and because of the way stores are adapting to suit these changing habits. Shoppers “start looking earlier and buying later, and are moving online,” according to the report. “As a result, retailers are discounting even earlier, seeking to convert these early shoppers.”  This year some 41% of consumers began their Christmas shopping before Halloween.

Turns out some of the best electronics deals are on Black Friday but if you are looking for clothes, shoes, leather goods, and fragrances, Cyber Monday is your day.  Many stores don’t want their smaller goods to have to compete with electronics on the Big Black Day.

While marketers chase sales, there is clearly divided thought about the commercialization of Thanksgiving.    In a 2011 poll, 87 percent said retailers should stay closed on Thanksgiving. Just 10 percent of those responding to a recent survey said they planned to hit the stores on Thanksgiving this year, compared to 41 percent who said they would on Black Friday.



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