The holiday shopping season officially starts with Black Friday and Cyber Monday. Which demographic groups do these two shopping holidays attract? GbBIS takes a look.
A Tradition of Savings
The traditional holiday shopping experience isn’t complete without a visit to an online or retail store on one of these two days. Black Friday, as we all know, has been the busiest shopping day of the year since the 1970’s: the day when retail stores open their doors early and offer some of their biggest discounts and savings. But Cyber Monday has been gaining traction.
According to a Maritz Poll, 26% of respondents plan to shop on the Monday after Thanksgiving, up from 20% in 2007. But that doesn’t mean that these shoppers will be avoiding the crowds on Black Friday. Of the respondents who planned to shop Cyber Monday, 41% said they would also shop on Black Friday.
Who Are Black Friday Shoppers?
The demographic makeup of these shoppers is quite interesting. Only 36% of Baby-Boomers are likely to head to the stores on Black Friday, compared to 46% of Generation X and 53% of Generation Y. The oldest generation, dubbed the Silent Generation, is not at all likely to shop on Cyber Monday: only 10% of respondents said they would buy from online retailers on the date.
And of course, the destinations that these shoppers choose to shop at vary by generation. Only 2% of the Silent Generation are likely to shop high-tech stores like Apple, while 64% of Generation Y is likely to form lines in front of Target and Wal-Mart.
Knowing customer demographics is vital for target marketing and for promoting special offers. This season you will see plenty of holiday promotions and advertisements geared toward a specific demographic segment. Use demographic data to find out who your target market is. Choose GbBIS’s high quality demographic maps and data to help you find new ways to reach your customers.
Contact GbBIS today. With over 25 years of experience, we can help you find the best ways to target your customers