Black Friday: Brand Loyalty Trumps Door Busters, Says UberMedia
A majority of Thanksgiving weekend shoppers visited the same stores they usually do — which means that the yearlong in-store experience sets the stage for higher holiday sales.
Brand loyalty was alive and well over Thanksgiving weekend as a majority of holiday shoppers visited the same retail locations they normally do, according to a report from cross-screen insights platform UberMedia.
UberMedia analyzed the mobile behavior patterns of 1.7 million U.S. shoppers who made purchases at Walmart, Target, Macy’s Nordstrom, and other national retailers over the holiday, finding that Black Friday “Deal Seekers” favored their preferred brands at non-holiday times — suggesting that loyalty offers and in-store experiences have more of an impact than deals alone.
“As the competition for holiday shoppers heats up, one thing is very clear, that holiday shoppers are religiously visiting their favorite stores,” said Michael Hayes, CRO and CMO at UberMedia. “This seems to indicate that the retail experience matters and that brand loyalty trumps ‘door buster’ deals from competitors trying to gain market share.”
In other words, shoppers still love to get a Black Friday bargain. But they’re more likely to do it at a store that has already earned their trust — meaning that providing things like loyalty rewards and in-store incentives all year long has a significant impact on the “Super Bowl” of shopping days.
Other key takeaways from the report, below:
- Thanksgiving day openings and overnight deals bring in a different crowd than the typical customer. These early-bird deal seekers tend to be less affluent (up to 4 percnt lower median income and 9 percent less median house value).
- By Sunday of the Black Friday holiday weekend, more affluent customers start their shopping. This could reflect the desire to stay home for the Thanksgiving holiday but still get a jump on the shopping season before the weekend is over, UberMedia suggests.
- Even though the majority of shoppers prefer their local stores, Black Friday deal-seekers are willing to travel slightly farther; the median travel distance increased 16 percent from a typical weekend.
- JCPenney and Target shoppers had the largest increase in travel distance (15 percent), while Walmart and Home Depot shoppers had the smallest increase in travel distance (2 percent) when comparing Black Friday holiday weekend versus a typical weekend.
- UberMedia’s cross-shopping affinity analysis revealed that Target customers are four times more likely to shop at Kohl’s than Nordstrom, and Macy’s customers are twice as likely to visit JCPenney than Kohl’s, as revealed in UberMedia’s market chart, below.