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Tech-savvy Generation Y & Z looking to take advantage of this year’s Black Friday

With Black Friday and Cyber Monday about a week away and spend predicted to be in excess of £2bn, there’s a massive opportunity for retailers to kick-start Christmas spending.

For those taking part, it is crucial that Black Friday is part of a clear strategy which helps to maximise the benefits of increased volume versus margins and not simply a last minute discounting tactic that impacts negatively on overall Christmas results.

Here at Future Thinking we analysed the results of over 2,100 respondents across the UK, asking shoppers what they are planning to buy on Black Friday.

Check out our infographic highlighting:

  • % of shoppers looking to take part
  • How attitudes vary across age groups
  • The categories shoppers are looking to buy-in to

Here at Future Thinking we provide an extensive understanding of the retail environment for both retailers and manufacturers to evaluate shopper motivation, behaviour and customer experience across all channels and categories.

For more information please call/email Noreen Kinsey, Head of Shopper on +44(0)1865 336 400.

Survey Details

  Which of the following are you planning to buy on Black Friday this year?

  •  Smartphone/ Mobile
  •  TV/ HiFi
  • MP3 player/ portable music player
  • Tablet/ Laptop/ E-reader
  • Gaming Console/ Games
  • Fashion/ Clothing /Shoes/ accessories
  • Toys
  • Books
  • Large electricals – washing machine, dishwasher etc
  • Small electricals or  kitchen electricals – coffee machine, slow cooker etc
  • Christmas decorations
  • Something else
  • I’m aware of Black Friday, but don’t intend to buy anything
  • I’m not aware of Black Friday


Results:

Results from an online pole of 2178 shoppers revealed that at an overall level, whilst knowing about Black Friday, 50% of respondents claimed they plan to purchase items this year. For those intending to purchase, the highest rated items being sought will be fashion items, be it clothing, shoes or accessories at 10%. Tablets, laptops and e-readers will be the next most sought after items at 8%, with toys being sought by 7%. However when analysing the results by age there is a very different picture:

Under 18’s:

  • 80% of under 18 year olds intend to purchase items on Black Friday
  • 45% intend to buy fashion items (clothing/shoes/accessories)
  • 16% intend to buy smartphone/mobile
  • 16% intend to buy tablet/laptop/e-reader

18-34 year olds:

  • 69% of 18-34 year olds intend to purchase items on Black Friday
  • 17% intend to buy fashion items (clothing/shoes/accessories)
  • 11% intend to buy smartphone/mobile
  • 11% intend to buy tablet/laptop/e-reader
  • 10% intend to buy TV/Hi-fi

35-54 year olds:

  • 48% of 35-54 year olds intend to purchase items on Black Friday
  • 9% intend to buy tablet/laptop/e-reader
  • 9% intend to buy toys
  • 7% intend to buy gaming consoles/games
  • 7% intend to buy fashion items (clothing/shoes/accessories)

55+:

  • 31% of 55+ year olds intend to purchase items on Black Friday
  • 5% intend to buy books
  • 4% intend to buy tablet/laptop/e-reader
  • 4% intend to buy fashion items (clothing/shoes/accessories)


What does this mean?

Claudia Strauss, Head of Launch at Future Thinking comments: “Black Friday is now very much a calendar fixture for consumers and presents a massive opportunity for retailers to kick-start Christmas spending. For retailers taking part, it is crucial that Black Friday is part of a clear strategy which helps to maximise the benefits of increased volume versus margins and not simply a last minute discounting tactic which impacts negatively on overall Christmas results.”

Head of Shopper Insight at Future Thinking Noreen Kinsey adds: “As seen in the results, younger generations indicate that they will be embracing Black Friday and not surprisingly they are looking to capitalise on discounts within fashion but also for tech goods including smartphones and tablets. Older generations may well have been put off by the ‘physical nature’ of last year’s rush for bargains in stores. It will also be interesting to see if online infrastructures fare better too this year.”

Media contacts:
John Whittaker, Future Thinking: 01865 336 400; john.whittaker@futurethinking.com
Amy Williams/Karl Wiseman /Lizzy Chesters, Redleaf: 0207 382 4747; futurethinking@redleafpr.com


Overview:

Survey size: 2178

Males: 750 (35%)

Females: 1399 (65%)

Under 18’s: 74 (3%)

18-34: 633 (29%)

35-54: 815 (38%)

55+: 655 (30%


Table1: Overall view

Fashion/ Clothing /Shoes/ accessories 10%
Tablet/ Laptop/ E-reader 8%
Toys 7%
Smartphone/ Mobile 6%
TV/ HiFi 6%
Gaming Console/ Games 6%
Books 6%
Something else 6%
Small electricals or  kitchen electricals – coffee machine, slow cooker etc 4%
MP3 player/ portable music player 3%
Large electricals – washing machine, dishwasher etc 2%
Christmas decorations 2%
I’m not aware of Black Friday 5%
I’m aware of Black Friday, but don’t intend to buy anything 50%

 

Table2: Overview by age

Under 18’s 18-34 35-54 55+
Smartphone/ Mobile 16% 11% 4% 2%
TV/ HiFi 10% 10% 5% 2%
MP3 player/ portable music player 5% 7% 2% 0%
Tablet/ Laptop/ E-reader 16% 11% 9% 4%
Gaming Console/ Games 9% 9% 7% 1%
Fashion/ Clothing /Shoes/ accessories 45% 17% 7% 4%
Toys 6% 9% 9% 3%
Books 8% 6% 6% 5%
Large electricals – washing machine, dishwasher etc 2% 2% 2% 1%
Small electricals or  kitchen electricals – coffee machine, slow cooker etc 4% 5% 5% 2%
Christmas decorations 9% 4% 2% 1%
Something else 8% 6% 6% 5%
I’m aware of Black Friday, but don’t intend to buy anything 20% 31% 52% 69%
I’m not aware of Black Friday 4% 6% 4% 6%

 

Overview by gender:

Males Females
Smartphone/ Mobile 6% 6%
TV/ HiFi 7% 5%
MP3 player/ portable music player 3% 3%
Tablet/ Laptop/ E-reader 9% 8%
Gaming Console/ Games 7% 5%
Fashion/ Clothing /Shoes/ accessories 6% 13%
Toys 6% 8%
Books 6% 6%
Large electricals – washing machine, dishwasher etc 2% 2%
Small electricals or  kitchen electricals – coffee machine, slow cooker etc 4% 4%
Christmas decorations 1% 3%
Something else 6% 6%
I’m aware of Black Friday, but don’t intend to buy anything 53% 48%
I’m not aware of Black Friday 6% 5%

Media contacts

John Whittaker, Future Thinking: 01865 336 400; john.whittaker@futurethinking.com
Amy Williams/Karl Wiseman /Lizzy Chesters, Redleaf: 0207 382 4747; futurethinking@redleafpr.com

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