Wunderman Thompson：2023年美國黑色星期五報告

BLACKFRIDAY

2023USREPORT

INTRODUCTION

Aswemovefromsummertofall,thereisonehugeeventlyingonthehorizonforbrandsandretailers…BlackFriday.

Butlisteningtowhatconsumerssay,you’dstarttothinkthatperhapsBlackFriday’sdaysarenumbered.42%ofUSconsumersfoundBlackFriday2022anti-climactic,whilethesamepercentageweredisappointedwiththeoffersavailable.

Whateverconsumerssay,BlackFriday–andtheever-increasingperiodaroundit

–stillformavitalpartofbrandsandretailers’survivalandsuccessstrategies.Yes,thereisnoiseaboutthedealsonoffer,butconsumerstalkloudestwiththeirwallets.Andtheirwalletsareaskingformore.

Wedecidedtodrownouttherhetoricandtakealookatthenumbers.Whatdotheytellus?Whoreallyarethewinners?Whatmakesconsumersbuy?Whatstopsthemfromspendingmore?

Andhowis2023’sBlackFridayshapingup?

So,hereyougo.Andaquickspoileralert…basedoncurrentevidence,BlackFridayisheretostay!

HUGHFLETCHER

GLOBALMARKETINGDIRECTORANDTHOUGHTLEADERSHIPLEAD

METHODOLOGY

TheresearchwasconductedbyCensuswide,with2,012consumersthathaveshoppedonlineintheUS,including1,563thatboughtsomethingovertheBlackFriday(12thNovember–29thNovember)

periodin2022.Theresearchwascarriedoutbetween13.09.2023–18.09.2023.CensuswideabidebyandemploymembersoftheMarketResearchSocietywhichisbasedontheESOMARprinciples.

2

EXECSUMMARY

1.BLACKFRIDAYSPENDINGSETTORISESLIGHTLYIN2023.

$397.64–theaveragethatBlackFridayshoppersaresettospendthisyear(upfrom$390.19in2022).

2.NOSURPRISES,IT’SANONLINE-FIRSTEVENT.

66%ofBlackFridayspendingwill

occuronlinein2023.

3.BLACKFRIDAYISSTILLTHEDAYFORPURCHASINGDESPITETHE

ELONGATIONOFTHEBLACKFRIDAYPERIOD.

63%ofspendingovertheBlackFridayperiodpredictedtobeonBlackFridayitself.

4.CHRISTMASPRESENTSARE

THEMAINPURCHASEDRIVERON

BLACKFRIDAY,BUTSPONTANEOUSDEAL-GRABBINGANDSELF-GIFTINGALSOPLAYAROLE.

62%ofshoppersuseBlackFridayto

buyChristmaspresents.

5.CONSUMERSARESKEPTICAL

ABOUTWHOBENEFITSFROM

BLACKFRIDAY,ANDTHEYDON’T

BELIEVEIT’STHEM.

12%believethatconsumersarethe

mainbeneficiariesofBlackFriday,whilst

23%believethatAmazonbenefitsmost.

and17%pointtoWalmart.

6.CONSUMERSARENOT

CONVINCEDTHATBLACKFRIDAY

OFFERSTHEMTHEBESTDEALS.

51%ofUSconsumersbelievethey

getthebestdealsoftheyearduring

BlackFriday.

7.THEBIGWINNERISAMAZON,

BUTWALMARTISN’TLETTINGIT

HAVEANEASYRIDE!

41%ofallBlackFridayspendingintheUSisviaAmazon,followedbyWalmartat25%.

8.RETAILERSANDBRANDSMUST

WORKONBETTERDISCOUNTS,

IMPROVINGAVAILABILITY,BETTER

DELIVERYANDRETURNSTOLURE

CONSUMERSINTOSPENDINGMORE.

70%ofUSconsumerssaidthatbiggerdiscountswouldencouragethemtospendmoreduringBlackFriday.

9.THEENVIRONMENT'SROLEON

PURCHASINGISSTILLLIMITED,

BUTCONSUMERSWILLENGAGE

WITHSUSTAINABLEOPTIONSIF

GIVENTHEOPPORTUNITY.

60%ofUSBlackFridayshoppers

saytheywillchoosesustainabledelivery

optionslikeAmazonDayDeliverythis

BlackFriday.

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$397.64

SPENDINGDURING

THEBLACKFRIDAYPERIOD:

Let’sbeginbylookingatBlackFriday2022.DuringtheBlackFridayperiod,consumers

whoparticipatedspentonaverage$390.19.

Menspentonaveragemorethanwomen($468.80vs$357.54),whileitwasthe

25-34-year-oldswhospentmost($449.76),andtheover65stheleast($244.50).

In2023,thisoverallfigurelookssettorise,albeitonlyslightly,withconsumerssaying

thattheyintendtospendonaverage$397.64.

Onceagain,menaresettooutspendwomen($457.09vs$371.99),andthe25-34-year-

oldswillremainthehighestspenders($477.93).

THEAVERAGEAMOUNTTHATCONSUMERSINTENDTOSPENDTHISBLACKFRIDAY.

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ONLINE-FIRST

AN

EVENT:

66%

63%

BLACKFRIDAYIS

transitioningtoanonlineevent.OurdatatellsusduringBlackFridaywasonline.Thisisarisefromthe

Formanyyears,BlackFridayhasbeen

thatin2022,65%ofallspending

2021figurewhichwas60%.

Itwastheover65sthatspentthehighestpercentageonline(72.19%)whilethelowest

groupwasthe16-24-year-olds(58.16%).Whilstthatmaycomeasasurprise,let’s

notoverlookthefactsupportedbynumerousstudiesthatolderconsumershavebeen

embracingonlineshoppingatanacceleratedratefollowingtheCOVID-19outbreak.

predictionisthat

Butwhataboutthisyear?The66%ofallspendingwillbeonline.

(73%)and

Onceagain,it’stheover65swhointendtospendthehighestpercentageonline

the16-24-year-oldsspendingthelowestproportion(57%).

OFBLACKFRIDAYSPENDINGISPROJECTEDTOBEONLINEIN2023.

THECONTINUINGEXTENSIONOFBLACKFRIDAY:

ThelastfewyearshaveseenBlackFridayextendevenfurther,fromoneday,toacouple,tonow

amonthofpeakactivity–ora?MegaPeak’aswetermedit.Theaimfromaretailerperspective

isclear:maximizerevenueduringthe“MegaPeak?period.Butdoesthisextendedpeakmean

moreandbetterdeals?Thatdoesn’tseemtobetheexperienceofUSconsumers.Infact,47%

ofconsumersfeltthattheygotbetterdiscountswhenBlackFridaywasjustoneday.

Andmoreimportantlyperhaps,doesanextendedBlackFridayperiodmeanthatUSconsumers

arespendingmore?While38%saythatitdoesmeantheyspendmore,29%sayithasnoeffect

onthem,while27%saidtheyspendless.So,theanswertothisquestionisyes,itwouldappear

thatUSconsumersdospendalittlemoreduetoBlackFriday’selongation.

DespitetheBlackFridayseasonextendingoveramuchlongerperiod,BlackFridayitself

remainsthekeyday,with63%ofspendingprojectedtotakeplaceonBlackFriday.

OFSPENDINGOVERTHEBLACKFRIDAYPERIODWILLBEONBLACKFRIDAYITSELFIN2023.

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WHYDOSHOPPERSSHOPONBLACKFRIDAY?FORWHATREASONSWILLCONSUMERSBUYDURINGBLACKFRIDAY?

33%

Asonemightexpect,givenitsproximitytotheholidays,themaindriverofBlackFriday

purchasingisChristmaspresentsforfriendsandlovedones.Infact,threeinfiveconsumers(62%)saidthattheytakeadvantageofBlackFridaytopurchaseChristmaspresentsearly.

Insecondposition–perhapsareflectionoftheuncertaineconomictimeswearelivingin–camenecessarypurchasessuchasfoodandclothing(43%),edgingoutbuyinggiftsforfriendsandlovedonesandspontaneousdealgrabbing(both42%).Butbuyersbeware,as33%ofconsumershaveregrettedthespontaneouspurchasesthattheyhavemadeduringBlackFriday.

Andofcourse,weshouldn'toverlookthephenomenonofself-gifting.Whileit’sclear

thatbuyingforothersisimportanttoo,it’salsoclearthat36%ofconsumersliketotreatthemselveswithBlackFridaydeals.

OFCONSUMERSADMITTEDTHATTHEYREGRETTEDSPONTANEOUSBLACKFRIDAYPURCHASES.

CHRISTMASPRESENTS

FORFRIENDSAND

LOVEDONES

62%

H

SPONTANEOUSDEALGRABBING

242%

BIRTHDAYSAND

OTHERGIFTING

OCCASIONS

2626%

OTHER

H

1%1

NECESSARY

PURCHASES

(FOOD,CLOTHING)

H4343%

SELF-GIFTING

H3636%

IWON’TBUYANYTHING

OVERBLACKFRIDAY

(12THNOVEMBER

–29THNOVEMBER)

12%

H12

GIFTSFORFRIENDS/

LOVEDONES

H4242%

ESSENTIALPURCHASESFORTHEHOME

35%

NOPARTICULAR

REASON

5%5

H

6

40%

THEPROPORTIONOFBLACKFRIDAYSALESINTHEUSTHATWENTTHROUGHAMAZONIN2022.

WALMART

RETAILERSITES(E.G.INCLUDING

BRANDEDWEBSITES(E.G.NIKE,

SUPERMARKETSANDGROCERS

OTHERMARKETPLACES(E.G.EBAY,

OTHER

GAMING

SOCIALPLATFORMS–IN-APP

So,whereelsedidconsumers?spendtheirdollarsin2022?Onlineretailersitessuchas

NordstromandMacy?scameinadistantthirdwith8%,andinfourthcamebrandsites(4%).

VIAANAGGREGATOR/DELIVERY

laurels.Asweidentifiedinthisyear’sFutureShopper

onlineretailisstillverystrong,therearesignsofitsfurtherevidenceofthisinourBlackFridaydata.

thehighertheirpercentagespendwithAmazon.OrtoonBlackFridaytoyoungershoppers.Thenews

withthe16-24-year-oldsspendingthehighestspending20.5%.

aboutsocialcommerce,itseemsthatitisyettoreallyaccountingforjust1%ofsales.

WHO’STHEBIGWINNERDURINGBLACKFRIDAY?

Well,theanswerdoesnotseemtobeconsumers.Whilethereareundoubtedlydealstobehad,just12%ofconsumersbelievethattheyarethemainbeneficiariesofBlackFriday.

Instead,thereisadefinitesensethatthebiggestwinnersofBlackFridayaretheretailers

themselves.31%ofconsumerssaythattheretailindustryasawholeisthebiggestwinner,while23%pointtoAmazonand17%sayWalmart.

InfurtherproofofBlackFriday’sdigitalorientation,just1%ofconsumersbelievethatphysicalstoresbenefit.

Butwhenitcomestotheactualnumbers,whoisreallywinningBlackFriday,andwhereareconsumersspendingtheirdollars?

In2022,thewinnerwasAmazon,accountingfor40%ofBlackFridaysalesintheUS,whileinsecondplacecameWalmart,accountingforjustoveraquarterofspending(26%).

Amazonhowevershouldnotrestonits

report,whilemarketplacedominancein

dominantgriploosening,andwesee

Why?Becausetheoldertheconsumer,

putitanotherway,Amazonislessimportant

isthecompletereverseforWalmartthough,

percentage(28.5%)andtheover65s

Andwhilethereismuchtalkandhype

makewaveswhenitcomestoBlackFriday,

So,whataboutthisyear?

again,Amazonisprojectedtoaccountfor41%ofall

whileWalmart’sfigureis25%,withretailersitesat

We’resetformoreofthesame.Once

BlackFridayspending,slightlyupon2022,

8%andbrandedsitesat4%.

DOUSCONSUMERSEXPECTTOSPEND

THROUGHWHICHCHANNELS

DURINGBLACKFRIDAY2023?

41%

AMAZON

25%

NORDSTROM,MACY'S,DICK'SSPORTINGGOODS)

8%

APPLE,DYSON)

4%

4%

ALIBABA,GUMTREE)

3%

2%

2%

PURCHASING

1%

APP(UBEREATS,DELIVEROO)

1%

1%

METAVERSE

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WHEREDOCONSUMERSGOTOFINDTHEBESTBLACKFRIDAYDEALS?

FINDINGTHEBESTDEALS:

AMAZON

58%

WALMART

50%

IUSESEARCHENGINES

30%

IGOTORETAILERSITESANDSEEWHATDEALSAREONOFFER

25%

IGOINTOSTORES

22%

IGOTOBRANDWEBSITESANDSEEWHATDEALSAREONOFFER

19%

IRECEIVEPERSONALIZEDCOMMUNICATIONSLIKEEMAILS

19%

TVADVERTS

17%

DIGITALADVERTISINGONLINE

15%

IFINDTHEMONSOCIALMEDIA

14%

IUSECOMPARISONSITES

12%

PRINTADVERTSINNEWSPAPERSANDMAGAZINES

12%

IREADBLACKFRIDAYREVIEWSBYONLINEPUBLICATIONS(E.G.THENEWYORKTIMES)

11%

YOUTUBEADVERTISING

9%

IKNOWWHATIWANT,ANDIFIT'SNOTDISCOUNTED,IDON'TBUYIT

9%

IDON'TDOANYTHINGTOFINDTHEBESTBLACKFRIDAYDEALS

9%

DIRECTMAIL

8%

ILISTENTOINFLUENCERS

8%

Whenitcomestofindingthebestdeals,itisnosurprisethatthenumberonesourceisAmazon,

with58%ofconsumersgoingthere.ButhotonitsheelsisWalmart,with(50%)ofconsumers

headingtheretofindtheirdeals.Landinginthirdpositionissearchengines(30%).

58%OFUSCONSUMERSSAYTHEYFINDDEALSONAMAZON.

Aswe’veseen,BlackFridayispredominantlyadigitaleventnowadays,yet22%stillgointo

storestofinddeals.

Thismeansthatit’sbadnewsforthemoretraditionalmarketingchannelssuchasTV

advertising(17%)andnewspaperandprintadvertising(12%),allofwhichappearlessimpactful

thantheirdigitalalternatives.

Oneofthetrendsthatwe’venoticedoverthelastyearisthatconsumersaresayingtheyare

takinglongertosearch,inpartduetothesheervolumeofchannelsthroughwhichtheycan

nowpurchase,butalsoduetoinflationarychallengesandadrivetofindthebestdeals.Dowe

seethesameinhowconsumerssearchduringBlackFriday?Wedo.Infact,63%ofconsumers

saytheynowspendmoretimesearchingfordealsduetotheincreaseinproductprices.

Ontheflipside,we’veprobablyallexperiencedtheavalancheofemailsintoourinboxesaround

BlackFriday.Isthisanother–orpotentiallyevenbetter–wayofgettingconsumerstointeract

withretailersonBlackFriday?Notreallyitwouldseem,with44%ofUSconsumerssayingthat

theyreceivedtoomanyBlackFridayemailspromotingdealsanddiscounts.

3%

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IFINDOUTFROMSTREAMERSANDGAMINGPERSONALITIES

WHATWOULDENCOURAGECONSUMERSTOBUYMORE

DURINGBLACKFRIDAY?

Unsurprisingly,biggerdiscountsarethenumberonefactorthatwouldencourage

consumerstobuymoreduringBlackFriday(70%).ButitwouldalsoappearthattheUS

consumerisfrustratedwithavailability,as36%claimbetterproductavailabilitywouldmake

themspendmore.

Foryears,wehavebeentalkingabout“service-ledbrands”andhowtheserviceofferedis

frequentlymoreimportantthanthebrandbeingbought.Whenwelookfurtherdownthis

list,thistheoryisbackedup,withserviceelementssuchasdeliverydiscounts(33%),easy

and/orfreereturns(29%)andfasterdelivery(28%)comingnext.Whatthistellsusisthat,

eventhroughBlackFridayisprimarilyaboutdeals,brandsandretailersmustalsofocuson

servicetowinashareofconsumers?wallets.

OFUSCONSUMERSSAYTHATBIGGERDISCOUNTS

WOULDENCOURAGETHEMTOSPENDMOREDURINGBLACKFRIDAY.

70%

ItwouldalsoseemthatUSconsumersarenoteasilyswayedbyadvertisingcampaigns,

withonly5%sayingthatthiswouldencouragethemtospendmore,alongsidejust8%

identifying“moretargetedadvertising”and12%saying“personalizedoffers”.Aswe’ve

identifiedabove,BlackFridayismoreaboutthedealsand,toalesserextent,theservice.

Redirectingsomemarketingbudgetintopromotionalspendmightbeasmartplaytodrivea

greaterROIonBlackFriday.

Doesthispicturechangewithage?No.Acrossallagegroups,thenumberonefactorthat

wouldincreasespendingisbiggerdiscounts,althoughthe16-24-year-oldswouldseem

tobetheleastdemanding,with57%sayingthiswouldencouragethemtospendmore,

versusahighof77%withthe45-54-year-olds.Itis,however,16-24-year-oldsthatwould

beswayedmostbyfasterdelivery.

Whenitcomestobetterenvironmentalpracticesandbrandssupportingaworthycause,

againitisthe16-24-year-oldswhoscorethehighest.

Whatevertheelementsthatwouldencouragemorespending,it’sclearthatUSconsumers’

expectationsremainhigh,withtwo-thirds(66%)sayingthatbrandsandretailersshouldbe

betterpreparedforpeakshoppingperiods.

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AREBLACKFRIDAYDEALSTHEREALDEAL?

PerhapsthemostnegativeaspectofBlackFridayistherhetoricthatthedealsaren’treally

verygood,andthatdiscountsareoftenmadetoseemfantastic,wheninfacttheyarenot.

So,howdoconsumersfeel?

Underhalf(44%)ofconsumersfeellikeBlackFridaydealsaremisleading.Clearlythereis

alotofworkthatretailersandbrandsneedtodotomaketheirdealsmoretransparent.A

further47%alsobelievethatthereshouldbemorestringentregulationsoverhowretailers

presentandapplydiscountsduringBlackFriday.

Anotherquestionthatoftengetsraisedis:“areBlackFridaydealsreallythebestdealsof

theyear?”JustoverhalfofUSconsumers(51%)believetheygetthebestdealsoftheyear

duringBlackFriday.

51%ECTTHEBESTDEALS1

However,thesefeelingsofskepticism–whichhavebeenbackedupbyseveralstudies–

don’ttaketimingintoconsideration.Yes,betterdealsmightbehadthroughouttheyear,

butBlackFridaypoolstogetherdealsacrossthousandsofretailersata(single)timewhen

consumershavejustreceivedtheirlastpay-packetbeforeChristmasandareinthemarket

forpresentsandgifts.Anddespitethisskepticism,43%ofconsumersclaimtohold

backonmakingpurchasesatothertimesoftheyeartotakeadvantageofBlackFriday

discounts.

Ofcourse,onewayaroundthisforconsumersistofocusondeal-shoppingrightfrom

January,butnotmanyofusarethatorganized!

WhileBlackFridaycanmakeorbreaksomeretailers’years,thereareotherswhoactively

choosenottoparticipate.Wewantedtounderstandhowthisdisengagementaffects

consumers’viewsofthesebrandsandretailers.Isthisprudentbusinesspractice,or

virtue-signaling,orareconsumersdisappointedwhentheirfavoritebrandsandretailers

don’ttakepart?

Theimpactisarguablynotinsignificant,withoneinfourconsumers(26%)thinkingless

ofbrandsandretailersthatdon’tparticipate.Ontheflipside,37%totallydisagreethatit

makesthemperceivenon-participantsinanegativelight.Whilstinconclusive,theremaybe

soundbusinessreasonsforsomebusinessestoavoidparticipation,whilstothersmaypay

ahigherpenaltythroughtheirabsence.

10

30%

OFUSBLACKFRIDAYSHOPPERSSAYTHEYWILLCHOOSE

SUSTAINABLEDELIVERYOPTIONSLIKEAMAZONDAYDELIVERYTHISBLACKFRIDAY.

60%

THEENVIRONMENT–HOWGREENISBLACKFRIDAY?

Acrossallourresearch–andparticularlyinourFutureShopperreport–we’vebeentrackinghowenvironmentalconcernsinfluenceconsumerbehaviorandpurchasing.So,whatrole

doesenvironmentandsustainabilityplaywhenitcomestoBlackFriday?

Atfirstglance,theimpactofsustainabilitytoBlackFridayshoppingappearsrelatively

modest,with30%ofconsumerssayingenvironmentalconcernslikeclimatechange,air

pollutionandfastfashionwastewouldresultinthemspendinglessduringthisBlackFriday

periodthanusual–andwithaslightlyhigherpercentage(32%)sayingitwon’taffecttheirspending.

OFUSBLACKFRIDAYSHOPPERSSAYTHEYWILLSPENDLESSDUETOCONCERNSFORTHEENVIRONMENT.

39%ofUSconsumersdofocusonwhetherbrandsandproductsaresustainableand

ethicallysourced,andfactorthisintotheirdecision-makingregardingwhattobuy,while

thesamepercentageplantopurchaseproductsfromAmazonthatarecertifiedasClimatePledgeFriendly.

Andthere’sevenbetternews…forsolong,consumershavebeenprioritizingspeed–

particularlyofdelivery–overtheenvironment.However,apleasing60%ofUSconsumerssaidthattheywouldbechoosingsustainabledeliveryoptionslikeAmazonDayDeliverythisBlackFriday.

ButwhenaskedwhatwouldencourageconsumerstospendmoreduringBlackFriday,only9%saidbetterenvironmentalpractices.Clearlythefocusongooddealscontinuestotrumpotherpurchasefactors,butofferingmoresustainableoptionscouldcertainlyaidconversion.

11

NEXTSTEPS

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Talktoour

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READYINGYOURPEAKOPERATIONS

WithanincreaseinonlinespendforecastforBlackFriday,retailersandbrandsmust

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Speaktoour

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AmazondominatestheBlackFridayperiodandconsumersareshoppingthereintheirdroves.

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DIRECTTOCONSUMER(D2C)

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BALANCEDCHANNELSTRATEGY

Wherevertheyenduppurchasing,consumerswanttobeabletomoveseamlesslyacrossavarietyofchannels.It’sthereforeessentialtohaveabalancedchannelstrategy.

Talktooneofour

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SOCIALMEDIAANDSOCIALCOMMERCE

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you

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12

CONCLUSION

So,what’souradvice?

1.EngageandprepareforanotherbumperBlackFriday2023–spendingissetfora

modestincreaseonlastyear,butcertainlynobackwardstep!

2.Thinkabouthowbesttoadvertiseandpromotedeals,andaboutwherebudgetis

bestspent.Focusonsearchenginesandconsidermovingso