Global consumer research tech firm Trybe AS tracked shopper habits and behavior in real time from Thanksgiving to Black Friday to Cyber Monday, and the results of its Shopper Ticker are intriguing, to say the least.
Trybe asked consumers questions in regard to their emotions when shopping during the holidays, especially on days such as Thanksgiving where people are accustomed to spending the day with their family. "We wanted to understand how and why they were inclined to stand in lines, how it made them feel, and what they purchased, and for what reason", said Daniel Michalczyk, CEO of Trybe.
Today, many advertisers and marketing executives use emotions to build ads and campaigns in order to connect with the consumers. A great example is the recent Procter & Gamble "The Talk" ad for 2018 Winter Olympics.
The data and trends shown in The Shopper Ticker for November 2017 include:
Women prefer shopping on Thanksgiving Day more than men, 34 percent vs. 30 percent, whereas men are in favor of shopping on Cyber Monday more than women, 56 percent vs. 51 percent.
What's more, only 1 in 5 did not shop during the Thanksgiving Day, Black Friday or Cyber Monday.
Top purchases by men were electronics while women snapped up apparel and accessories. While both genders predominantly use the three days to shop for other people, women do so more than men, women 82 percent vs. men 61 percent. Men buy for themselves at twice the rate vs. women 26 percent vs. 13 percent.
Meanwhile, out of the consumers who bought something on Cyber Monday, 8 in 10 purchased on Amazon.
In recent weeks, speculation and predictions about shopping in stores vs online have reached fever pitch, as industry insiders observe what consumers prefer and where the retail trend is going. The survey shows that while consumers shop on Thanksgiving Day, Black Friday and Cyber Monday, their preferred day of shopping is Cyber Monday, which captured 56 percent of males and 55 percent of females.