Media Life Magazine: The big Black Friday deal hunters - Surprise, it’s men

Believe it: More of them plan to head out Friday than women

By Diego Vasquez

Picture a typical Black Friday shopper. Did you think of a woman? Well, you may be wrong. A new study from Mindshare North Americafinds that men are more likely to be shopping on Black Friday and are also more eagerly hunting down big deals, which is a far cry from the usual perception that men stay home to watch football while women hit the stores. One reason may be the deep discounts typically offered on Black Friday on electronics, which are popular among men. Another is that men enjoy that feeling of the hunt that they get when they find a good price. Joe Migliozzi, North America lead for Shop+ at Mindshare, talks to Media Life about gendered differences in shopping, which generation is more likely to chase bargains, and which media people use to find those deals.

What did you find most interesting or most surprising about this study?       

The most surprising part of this study for me was the response from men. Men are eagerly shopping on Black Friday for deals. Sixty-three percent said they’ll do their holiday shopping during this time period versus 49 percent for women, and men were budgeting more for their shopping trip than women.

This really throws traditional stereotypes on their head. Many may figure that men are home watching football while the women want to shop, but our research shows a better understanding of Black Friday/Cyber Monday habits across gender and age groups.

This research also opens the door for more questions that we look to explore in the future, like what kind of deals are most people looking for, will you camp out for 50 percent off a TV for yourself or a minor discount on a hard-to-get toy for your child?

What’s the most important thing media buyers and planners can take from it?

There’re a number of things that media planners and buyers can take away from this.

For one, show-rooming is prominent here—our research shows that 58 percent of shoppers will use their phones to check for prices while shopping in stores. There’s an opportunity there for other brands and retailers to push out messages that day and draw attention to their own sales, even as someone’s in another store.

Our research also showed that shoppers have clear budgets in mind. Brands and retailers should consider helping shoppers find the products that meet their budget by curating their offer messaging and promotions for different types of shoppers and budget ranges.

That applies to social media in particular. Notably, we also found that certain groups are more likely to post deals and what they bought on their social networks. Brands can engage with these posts on social and offer shoppers additional services, like future discounts or customer service.

And it’s clear that many shoppers have an expectation that there will be deals that put all other deals to shame—which means that companies who think about the holidays as simply a time to piggyback on increased retail traffic or a time to launch new products are mistaken. Planning for increased discounts and promotions during this time is critical to grabbing shoppers’ attention.

Why are men so eager to find deals? Does the same hold true at other times of year?

Our data showed that men in particular are interested in purchasing big-ticket items during Black Friday and Cyber Monday. Naturally, for something more expensive, people become more eager to find discounts—especially since our data also shows that 64 percent of shoppers believe that there’s certain deals you can only find on Black Friday versus other times of the year. That stat rises to 69 percent for male shoppers, versus 58 percent of female shoppers.

A big part of it also has to do with holiday gift shopping—it’s a bit of a chicken-and-egg scenario in that a lot of people do holiday shopping because there are big discounts, but there are also big discounts because there’s a lot of people out there doing holiday gift shopping. Sixty-three percent of male shoppers in our survey said that they do holiday gift shopping during Black Friday/Cyber Monday—a stat that drops to 49 percent for women.

For more insights on generational differences, media channels, and more, read the rest of the Q&A in Media Life Magazine: http://www.medialifemagazine.com/the-big-black-friday-deal-hunters-surprise-its-men/