Black Friday insights: the role of deals in winning over shoppers

Specific deals running on Black Friday / Cyber Monday will be the biggest drivers (34%) of retail selection. Product variety (30%), and everyday low prices (29%) also rank highly. Cleanliness / CDC compliance (15%)  falls in the middle of considerations.

Specific deals running on Black Friday / Cyber Monday will be the biggest drivers of retail selection

Looking back on 2020 results, both the known, and assumed, level of deals offered by certain retailers were big drivers in where people ultimately shopped. For online shopping specifically, fast delivery and rewards programs/subscription programs stand out as more important drivers than the assumed deals.

2020 Context: Both the known, and assumed, level of deals offered by certain retailers were big drivers in where people ultimately shopped

Shoppers still feel strongly about protecting their holiday time. Respondents generally would prefer having deals spread out over more time in Nov / Dec (68%), and not have Black Friday deals start until the Friday itself (63%).

But do shoppers feel the traditional “Black Friday” timeline of deals starting to run its course?

Expanding the days of deals can only be successful with better awareness. While Amazon has already begun introducing Black Friday deals, well ahead of other retailers, the early kickoff is met with low awareness among shoppers.

Expanding the days of deals can only be successful with better awareness.  Amazon’s October kickoff of holiday deals has low awareness

To read the rest of our Black Friday insights, download the full analysis here.