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13
20

4
THE

BLACK FRIDAY
shopper types
PERSONAS RETAILERS CAN’T IGNORE THIS SEASON

MODERN DAY MOM

Shops in store, but loves mobile coupons
Typically a 43 year old mother

almost

60%
of her
shopping will
be done in
stores

$
$

%
75%
will use a mobile
device to receive
online vouchers

%
85%
will prepare for upcoming
deals by reading e-newlsetters
and promotions
MILLENNIAL GENERATION SHOPPER

Impulsively buys online while staying put
Average age is 26

60
60

%
%
About
will mobile shop
while stationary

30%

of their online
shopping will
be on mobile
devices

80

%
%
Almost
can be swayed by
impulse purchases
MOBILE TECH EMBRACER

The birth of in-store mobile shopper
Mid 30s individual
More
than

60
60

1
1
2
2

%
%

of their mobile
shopping will be
on the go or in
store

of their online shopping
will be on mobile devices

While in store...
90% browse products
90%
77% search for deals
77%
76% comparison shop
76%
72% purchase products
72%
SINGLE CYBER MALE

Plans to shop online and spend on himself
Single man, typically 36 years old

%
91%

will browse
ahead of time

76%
76%

2/3

of their shopping
will be online

81

via laptops

% or desktops

won’t bother with
lines and crowds

Will spend as much on himself ($224)
as he will on others ($239)

For more information about the methodology, details surrounding the data or to learn how retailers can
discover and better connect with their own shopper types, please contact media@visioncritical.com.

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The 4 Black Friday Shopper Types - Infographic

  • 1. 13 20 4 THE BLACK FRIDAY shopper types PERSONAS RETAILERS CAN’T IGNORE THIS SEASON MODERN DAY MOM Shops in store, but loves mobile coupons Typically a 43 year old mother almost 60% of her shopping will be done in stores $ $ % 75% will use a mobile device to receive online vouchers % 85% will prepare for upcoming deals by reading e-newlsetters and promotions MILLENNIAL GENERATION SHOPPER Impulsively buys online while staying put Average age is 26 60 60 % % About will mobile shop while stationary 30% of their online shopping will be on mobile devices 80 % % Almost can be swayed by impulse purchases MOBILE TECH EMBRACER The birth of in-store mobile shopper Mid 30s individual More than 60 60 1 1 2 2 % % of their mobile shopping will be on the go or in store of their online shopping will be on mobile devices While in store... 90% browse products 90% 77% search for deals 77% 76% comparison shop 76% 72% purchase products 72% SINGLE CYBER MALE Plans to shop online and spend on himself Single man, typically 36 years old % 91% will browse ahead of time 76% 76% 2/3 of their shopping will be online 81 via laptops % or desktops won’t bother with lines and crowds Will spend as much on himself ($224) as he will on others ($239) For more information about the methodology, details surrounding the data or to learn how retailers can discover and better connect with their own shopper types, please contact media@visioncritical.com.