The 4 Black Friday Shopper Types - Infographic

•

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What are the key shopper types retailers need to target, understand and engage with this Black Friday season? A new Vision Critical study reveals the four shopper types that retailers should look out for this Black Friday season: 1. Modern-Day Mom 2. Millennial Generation Shopper 3. Mobile Tech Embracer 4. Single Cyber Male With the classification of these personas, retailers have a significant opportunity to target, understand and engage with each shopper type on an ongoing basis in order to continuously drive sales.

Business

13
20

4
THE

BLACK FRIDAY
shopper types
PERSONAS RETAILERS CAN’T IGNORE THIS SEASON

MODERN DAY MOM

Shops in store, but loves mobile coupons
Typically a 43 year old mother

almost

60%
of her
shopping will
be done in
stores

$
$

%
75%
will use a mobile
device to receive
online vouchers

%
85%
will prepare for upcoming
deals by reading e-newlsetters
and promotions
MILLENNIAL GENERATION SHOPPER

Impulsively buys online while staying put
Average age is 26

60
60

%
%
About
will mobile shop
while stationary

30%

of their online
shopping will
be on mobile
devices

80

%
%
Almost
can be swayed by
impulse purchases
MOBILE TECH EMBRACER

The birth of in-store mobile shopper
Mid 30s individual
More
than

60
60

1
1
2
2

%
%

of their mobile
shopping will be
on the go or in
store

of their online shopping
will be on mobile devices

While in store...
90% browse products
90%
77% search for deals
77%
76% comparison shop
76%
72% purchase products
72%
SINGLE CYBER MALE

Plans to shop online and spend on himself
Single man, typically 36 years old

%
91%

will browse
ahead of time

76%
76%

2/3

of their shopping
will be online

81

via laptops

% or desktops

won’t bother with
lines and crowds

Will spend as much on himself ($224)
as he will on others ($239)

For more information about the methodology, details surrounding the data or to learn how retailers can
discover and better connect with their own shopper types, please contact media@visioncritical.com.

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