2013 Find&Save Black Friday Shopping Survey. Oct

Transcription

1 213 Find&Save Black Friday Shopping Survey Oct

2 Key Findings The primary objectives of this study were to better understand how shoppers research and plan for Black Friday shopping, and in particular the role that mobile devices play in that process. Shoppers still often use traditional media sources (like newspapers and television) for information on Black Friday sales, but circulars and online information are on par with those traditional media sources. 82% would be interested in receiving updates on Black Friday sales; 58% would be interested in receiving mobile updates. Two-thirds either use or would consider using their mobile device to help with Black Friday shopping primarily they would use it to check prices or use the geo-locator to find sales near them. Another key objective is to understand the motivations for Black Friday shopping. 59% of Black Friday shoppers have, at least once, left the house before 5am to begin their shopping trip. Those folks are more likely to be shopping for electronics, Christmas gifts, and/or toys. They are also much more likely to complete the majority of their holiday shopping on Black Friday. While primarily motivated by the sales, the early risers are also more driven by the thrill of the competition to find a good deal and more likely to have a tradition built around Black Friday shopping.

3 Tradi6onal media sources like newspaper circulars, television, and direct mail are s6ll considered among the top sources by Black Friday shoppers; in fact, newspapers were s6ll rated by most (36%) as a top source of informa6on. But while only 29% said s were a top source of informa6on, 82% said they would be interested in receiving s on Black Friday sales. Newspaper circulars (ads that come bundled with your newspaper) Top Sources of Information for Black Friday Deals Television commercials s from stores Online store circulars 36% 32% 29% 27% Interest in Receiving Updates on Black Friday Deals alerts 82% 58% Mobile notifications Ads that come in the mail Social media (i.e. Facebook and Twitter) Friends 11% 1% 27% 42% News article or blog post round-up of sales Word of mouth 7% 8% 18% Other. Please specify: 1% Q9 - In your opinion, choose up to two of the best sources of information for Black Friday deals? Sample Size = Yes No Q12/Q13 - Would you be interested in getting on the latest Black Friday sales information?

4 Two- thirds of Black Friday shoppers either have used or would consider using their mobile device to help with shopping. Primarily they would want to use their mobile device for price comparisons, learning about nearby sales or loca6ons, and browsing circulars. 37% would also like to use it to manage their shopping list. Use of Mobile Device While Shopping Desired Type of Information to Access from a Mobile Device Compare prices from other stores or online 61% Find out about sales near my location 57% Yes 28% I haven't in the past, but I might this year 4% No, and I don't plan to. 33% Browse Black Friday circulars Find store locations Check, add and delete items from my shopping list Tell friends about deals Access and track my online shopping list Scan receipts to track purchases 15% 22% 37% 36% 43% 55% Share sales information or purchases via social media 13% Other. Please specify: 1% Q19 - Do you use a mobile phone or tablet on Black Friday to help with your shopping? Sample Size = Q2 - What would you like to use a mobile device for while shopping on Black Friday? Sample Size = 675, if answered Q19 Yes or I haven t in the past, but I might this year

5 On Black Friday, 59% have, at least one 6me, lep their house before 5 AM to begin shopping; 14% have lep the day before or earlier to get ahead of the crowd. Overall, half of the Night Owl (those leaving prior to 5 AM) shoppers would love it if the Black Friday deals began Thursday evening and went on through Sunday. Earliest Time Starting Black Friday Shopping Feelings about Sales Going from Thursday to Sunday Night Owls Wednesday or earlier (I camp out ahead of time) Thursday (the day before) In the middle of the night (midnight - 3 am) Very early in the morning (3 am - 5 am) 3% 11% 2% 25% Love it! Early Birds Night Owls 38% 53% Early morning (5 am - 7 am) 18% Neutral 46% Early Birds Morning (8 am - 1 am) Late morning (1 am - noon) Afternoon (noon - 5 pm) Evening (after 5 pm) 3% 2% 6% 12% Hate it! 15% 13% 34% Sample Size = Q4 - When is the earliest you have ever left your house to start your Black Friday shopping? Q23 - How do you feel about Black Friday sales starting early on Thursday evening and extending through Sunday?

6 Night Owl shoppers are more likely to research and plan ahead for their Black Friday shopping, and are more likely to spend 2 or more hours planning ahead. For both Night Owl and Early Bird shoppers the kinds of deals that are most alluring are those offering a percentage discount. Decision Process for Where to Shop I research the best deals and have a different plan each year Something usually catches my attention leading up to Black Friday I go to the same stores every year I go where the people I'm shopping with want to go Other. Please specify: 1% 4% 14% 2% 2% 15% 5% 45% 47% 68% Night Owls Early Birds Preferred Type of Sale or Promotion Big dollar savings (i.e. $ off) 16% Night Owls Big discount (i.e. 7% off) 84% Early Birds Big dollar savings, 17% Big discount, 83% 1-2 hours 6-1 hours 4-6 hours 2-4 hours About one hour Less than one hour I don't do any planning, I just go Amount of Time Spent Planning 1% % 5% 2% 4% 9% 13% 12% 23% 23% 23% 21% 25% 33% Night Owls Early Birds Q8 - How do you decide where to go on Black Friday? Sample Size = Q7 - What kind of sale is more likely to get your attention on Black Friday, shown as a big percentage off discount or as big total dollar savings? Q11 - Typically, how much time total do you spend on planning and organizing your Black Friday shopping excursion?

7 Night Owl shoppers are more likely to be shopping for electronics, Christmas gips, and toys. More than half are also shopping for clothes. The Night Owl shoppers are also quite likely to get most of their holiday shopping completed 63% typically complete more than half of their shopping on Black Friday, compared to just 42% among the shoppers leaving aper 5 AM. Items Shopped For on Black Friday Electronics (TV, computer, phone, etc.) Christmas presents Clothes Household items 36% 39% Toys 29% 38% Christmas decorations 13% 17% Major appliances (washer, fridge, etc.) 9% 17% Sporting equipment 7% 12% Other. Please specify: 2% 2% I don't shop for anything special 1% 4% 6% 75% 56% 63% 55% 52% Early Birds Night Owls 5% 3% Portion of Shopping Completed on Black Friday 53% 34% Early Birds 27% 41% Night Owls 13% 2% None A little bit About half Most of it All 2% 2% Q15 - What do you typically shop for on Black Friday? Sample Size = Q18 - How much of your total holiday shopping do you usually complete on Black Friday?

8 The vast majority of Black Friday shoppers cite savings as a reason to shop on Black Friday. But the Night Owls are more likely to also say that they enjoy the compe66on (4% compared to 24% among later shoppers) and that it is a tradi6on among their family or friends (29% compared to 12%). Reasons for Shopping Black Friday Save money 83% 85% Enjoy the competition of getting a great deal 24% 4% I love to shop any day 22% 27% Early Birds It is a tradition with my friends or family To get out of the house during the holidays It's a day off work and I need to get shopping done 12% 29% 19% 2% 1% 9% Night Owls Interestingly enough, males also are more likely to go enjoy the competition of getting a great deal (39% v 31%). Q1 - Why do you shop on Black Friday? Sample Size =

9 Conclusions Online information is important for helping Black Friday shoppers plan their shopping trip, and mobile is growing in importance. Because the desire for information is so much greater than the desire for mobile information, shoppers may not yet understand the degree to which mobile can help them achieve their goals while shopping. Black Friday is about the deals, but the most enthusiastic Black Friday shoppers view it as an event or possibly even a game.

10 APPENDIX

11 213 Find&Save Black Friday Shopping Survey: refilled Order details: Responses: / Ordered: October Completed: October [See how survey takers saw this survey] Target Market: Country: United States Language: English Gender: Males and Females Age Range: years old Ethnicity/Race: Any HH Income: $ to $5k+ Educa6on: Any Employment: Any Career: Any Rela6onship: Any Parental status: Any Loca6on: Any

12 PQ1: How open do you shop on Black Friday? 45 Answer Resp. () A1: Every year 3.1% (31) A2: Most years, but not always 29.5% (295) A3: Once in a while 4.4% (44) A4: Never.% () Every year Most years, but not always Once in a while Never

13 1: Why do you shop on Black Friday? 9 Answer Resp. () A1: Save money 84.2% (842) A2: Enjoy the competition of getting a great deal A3: It is a tradition with my friends or family A4: To get out of the house during the holidays 33.5% (335) 22.2% (222) 19.6% (196) A5: I love to shop any day 25.2% (252) A6: It's a day off work and I need to get shopping done 9.1% (91) 3 Save money Enjoy the competition of... It is a tradition with m... To get out of the house... I love to shop any day It's a day off work and...

14 2: Who do you USUALLY shop with on Black Friday? 35 Answer Resp. () A1: Alone 31.5% (315) 3 A2: With one or two friends 31.7% (317) A3: With a large group of friends 3.5% (35) 25 A4: With my spouse or partner 3.% (3) A5: With my kids 11.2% (112) 15 A6: With family members I see regularly A7: With family members I see occasionally 31.3% (313) 7.5% (75) A8: Other. Please specify: 1.% (1) 5 Alone With one or... With a large... With my spou... With my kids With family... With family... Other. Pleas...

15 3: Who do you PREFER to shop with? 3 Answer Resp. () A1: Alone 27.3% (273) A2: With one or two friends 22.% (22) A3: With a large group of friends 2.4% (24) A4: With my spouse or partner 24.2% (242) A5: With my kids 3.7% (37) A6: With family members I see regularly A7: With family members I see occasionally 17.2% (172) 2.8% (28) A8: With co-workers.% () A9: Other. Please specify:.4% (4) 5 Alone With one or... With a large... With my spou... With my kids With family... With family... With cowork... Other. Pleas...

16 4: When is the earliest you have ever lep your house to start your Black Friday shopping? 3 Answer Resp. () A1: Wednesday or earlier (I camp out ahead of time) 2.5% (25) A2: Thursday (the day before) 1.9% (19) A3: In the middle of the night (midnight - 3 am) A4: Very early in the morning (3 am - 5 am) 24.9% (249) 2.3% (23) A5: Early morning (5 am - 7 am) 17.8% (178) A6: Morning (8 am - 1 am) 12.4% (124) A7: Late morning (1 am - noon) 6.% (6) A8: Afternoon (noon - 5 pm) 3.1% (31) A9: Evening (after 5 pm) 2.1% (21)

17 5: In your opinion, where can you find the best deals on Black Friday? 7 Answer Resp. () A1: Super stores (i.e. Walmart, Target) A2: Department stores (i.e. Macy's, Kohls) A3: Warehouse stores (i.e. Costco, BJ's) 58.7% (587) 17.6% (176) 2.4% (24) A4: Outlet stores 5.% (5) A5: Local retail stores (1-2 stores) 3.7% (37) A6: Online 12.6% (126) 3 Super stores (i.e. Walma... Department stores (i.e.... Warehouse stores (i.e. C... Outlet stores Local retail stores ( Online

18 6: Have you ever had a disagreement with another Black Friday shopper who wanted the same item as you? 9 Answer Resp. () 8 A1: Yes 16.3% (163) A2: No 83.7% (837) Yes No

19 7: What kind of sale is more likely to get your apen6on on Black Friday, shown as a big percentage off discount or as big total dollar savings? 9 Answer Resp. () 8 A1: Big discount (i.e. 7% off) 83.5% (835) A2: Big dollar savings (i.e. $ off) 16.5% (165) Big discount (i.e. 7% off) Big dollar savings (i.e. $ off)

20 8: How do you decide where to go on Black Friday? 7 Answer Resp. () A1: I research the best deals and have a different plan each year A2: I go to the same stores every year A3: Something usually catches my attention leading up to Black Friday A4: I go where the people I'm shopping with want to go 6.2% (62) 2.1% (21) 45.7% (457) 14.6% (146) A5: Other. Please specify: 2.% (2) 3 I research the best deals and... I go to the same stores every... Something usually catches my a... I go where the people I'm shop... Other. Please specify:

21 9: In your opinion, choose up to two of the best sources of informa6on for Black Friday deals? 4 Answer Resp. () A1: Television commercials 32.1% (321) A2: s from stores 28.9% (289) A3: Ads that come in the mail 26.5% (265) A4: Newspaper circulars (ads that come bundled with your newspaper) 35.7% (357) A5: Online store circulars 27.3% (273) A6: News article or blog post roundup of sales 7.8% (78) A7: Friends 1.2% (12) A8: Social media (i.e. Facebook and Twitter) 1.6% (16) A9: Word of mouth 6.5% (65) A1: Other. Please specify:.8% (8)

22 1: How many retailer websites do you visit to find sales informa6on or other details when planning for Black Friday? 5 Answer Resp. () A1: None 7.2% (72) A2: 1 or % (267) A3: 3 to % (457) A4: 6 to % (133) A5: More than 1 7.1% (71) None 1 or 2 3 to 5 6 to 1 More than 1

23 11: Typically, how much 6me total do you spend on planning and organizing your Black Friday shopping excursion? 35 Answer Resp. () A1: I don't do any planning, I just go 17.7% (177) 3 A2: Less than one hour 16.2% (162) A3: About one hour 23.4% (234) 25 A4: 2-4 hours 28.9% (289) A5: 4-6 hours 7.3% (73) A6: 6-1 hours 3.9% (39) A7: 1-2 hours.7% (7) 15 A8: More than 2 hours 1.9% (19) 5 I don't do a... Less than on... About one ho hours 4-6 hours 6-1 hours 1-2 hour... More than 2...

24 12: Would you be interested in gesng alerts on the latest Black Friday sales informa6on? 9 Answer Resp. () 8 A1: Yes 81.7% (817) A2: No, why? 18.3% (183) Yes No, why?

25 13: Would you be interested in gesng mobile no6fica6ons on the latest Black Friday sales informa6on? 7 Answer Resp. () A1: Yes 57.9% (579) 6 A2: No, why? 42.1% (421) Yes No, why?

26 14: When do you typically start your holiday shopping? Choose the one answer that most closely applies 5 Answer Resp. () A1: Black Friday 44.3% (443) A2: After Halloween 3.2% (32) A3: Labor Day Sales 5.4% (54) A4: Summer 5.3% (53) A5: I never stop holiday shopping 14.8% (148) Black Friday After Halloween Labor Day Sales Summer I never stop holiday shopping

27 15: What do you typically shop for on Black Friday? 8 Answer Resp. () A1: Electronics (TV, computer, phone, etc.) A2: Major appliances (washer, fridge, etc.) 68.7% (687) 13.7% (137) A3: Toys 34.5% (345) A4: Clothes 53.3% (533) A5: Household items 37.7% (377) A6: Christmas presents 6.3% (63) A7: Christmas decorations 15.2% (152) A8: Sporting equipment 1.3% (13) A9: Other. Please specify: 2.1% (21) A1: I don't shop for anything special 6.3% (63)

28 16: When you shop on Black Friday, who are your purchases for? 5 Answer Resp. () A1: Mostly for other people - family and friends A2: Evenly split between other people and myself 46.8% (468) 4.8% (48) A3: Mostly for me 12.4% (124) Mostly for other people - family and frien... Evenly split between other people and myse... Mostly for me

29 17: How long do you usually shop on Black Friday? 6 Answer Resp. () A1: Less than an hour 2.6% (26) 5 4 A2: 1-2 hours 25.6% (256) A3: 3-5 hours 5.2% (52) A4: 6-8 hours 16.8% (168) A5: 9-12 hours 3.3% (33) A6: More than 12 hours 1.5% (15) 3 Less than an hour 1-2 hours 3-5 hours 6-8 hours 9-12 hours More than 12 hours

30 18: How much of your total holiday shopping do you usually complete on Black Friday? 45 Answer Resp. () A1: None 3.6% (36) A2: A little bit 42.1% (421) A3: About half 35.% (35) A4: Most of it 17.1% (171) A5: All 2.2% (22) None A little bit About half Most of it All

31 19: Do you use a mobile phone or tablet on Black Friday to help with your shopping? 45 Answer Resp. () 4 35 A1: Yes 27.7% (277) A2: I haven't in the past, but I might this year 39.8% (398) A3: No, and I don't plan to. 32.5% (325) Yes I haven't in the past, but I might this ye... No, and I don't plan to.

32 2: What would you like to use a mobile device for while shopping on Black Friday? 45 Answer Resp. (675) A1: Tell friends about deals 36.1% (244) A2: Find store locations 42.6% (288) A3: Find out about sales near my location 57.4% (388) A4: Browse Black Friday circulars 54.6% (369) A5: Check, add and delete items from my shopping list A6: Compare prices from other stores or online 36.5% (247) 61.3% (414) A7: Scan receipts to track purchases 15.4% (14) A8: Share sales information or purchases via social media A9: Access and track my online shopping list 12.7% (86) 21.9% (148) A1: Other. Please specify:.7% (5) 5 Tell friends... Find store l... Find out abo... Browse Black... Check, add a... Compare pric... Scan receipt... Share sales... Access and t... Other. Pleas...

33 21: Do you enjoy shopping on Black Friday? 8 Answer Resp. () 7 6 A1: No 32.9% (329) A2: Yes. (Optional: please share what you enjoy the most about Black Friday Shopping) 67.1% (671) No Yes. (Optional: please share what you enjoy the...

34 22: Do you have any favorite 6ps or tricks you use for Black Friday shopping? 9 Answer Resp. () 8 7 A1: No 84.8% (848) A2: Yes. (Optional: please share a favorite tip or trick for Black Friday Shopping) 15.2% (152) No Yes. (Optional: please share a favorite tip or t...

35 23: How do you feel about Black Friday sales star6ng early on Thursday evening and extending through Sunday? 5 Answer Resp. () 45 4 A1: Love it! 46.7% (467) A2: Neutral 39.% (39) A3: Hate it! 14.3% (143) Love it! Neutral Hate it!

36 24: How open do you shop on Cyber Monday? 35 Answer Resp. () A1: Every year 2.5% (25) 3 A2: Most years, but not always 22.1% (221) A3: Once in a while 31.7% (317) 25 A4: Plan to for the first time this year 1.3% (13) A5: Never 15.4% (154) 15 5 Every year Most years, but not always Once in a while Plan to for the first time thi... Never

37 25: Do you prefer Black Friday or Cyber Monday? 4 Answer Resp. () A1: Black Friday 34.% (34) A2: Cyber Monday 27.7% (277) A3: No preference 31.8% (318) A4: N/A (I do not shop on Cyber Monday) 4.9% (49) A5: Never heard of Cyber Monday 1.6% (16) 15 5 Black Friday Cyber Monday No preference N/A (I do not shop on Cyber Mo... Never heard of Cyber Monday