Are you a Trend-Hunter, a Lone Raider or a Family Pack: The three main types of shoppers hitting the Black Friday sales
17:24 GMT, 23 November 2012
The prospect of hitting the shops after a huge Thanksgiving dinner might sound like hell to many people.
Now new research has revealed exactly what kind of person is prepared to defy the tryptophan-induced exhaustion and stand in line for bargains in the early hours.
Groups of teens or young women, 'hardcore' solo women and families on a tight budget are
the three main types of Black Friday shoppers, according to a new study of 460 people, conducted
by Marvin Traub Associates for WWD.
Trend-Hunters: The most prominent type of Black Friday shopper is the teen or young woman, who will hit trend-led fashion chains as a social experience with a gang of her friends
Each group has a distinctly different approach to the sales too, all intended to make the process as efficient as possible.
The largest group – the 'Trend-Hunters' – is made up of teens or young women, who target fashion chains like Hollister, Urban Outfitters, Victoria's Secret and Forever 21.
They shop in packs, the survey reveals,
and treat the experience as a social one, rounding out the day with a
restaurant meal or even a spot of clubbing.
THE THREE MAIN TYPES OF BLACK FRIDAY SHOPPER
Who are they Teens or young women, shopping together. Though it is a social experience, they have done their research. They shop largely for themselves, and favor fashion chains.
Where do they go Hollister, Urban Outfitters, Victoria's Secret and Forever 21.
Who are they Women aged 25-40, usually mothers, often with a child or two in tow. She knows exactly what she wants and will hit stores early for the best bargains.
Where do they go Kohl's, JCPenney, Target and
Who are they New to the U.S., on a
tight budget, and with several
spend a large portion of their disposable income and
will be stocking up on gifts for Christmas.
Where do they go Wal-Mart, Target and Best Buy.
president of Strategic Mindshare, a strategy consulting firm, says this group will spend plenty of time researching stores' deals and offers in advance.
'They’re really on a scavenger
or a treasure hunt,' she told WWD. 'They know the stores. It becomes a badge of honor.'
The second most significant shopper is the 'Lone Raider', who is usually female and described as 'hardcore' by the researchers.
She is aged 25-40, and might be accompanied by one or two of her children.
She knows exactly what she wants and will hit major retailers such as Kohl's, JCPenney, Target and
Wal-Mart, typically on Thanksgiving night or early
Friday morning to secure the best possible bargains.
WWD describes her as 'part of a blue-collar or pink-collar demographic', and says she will choose 'low to moderately-priced' items.
The third major group of Black Friday shoppers is the 'Family Pack. The research shows that they are typically new to the U.S., on a tight budget, and as they cannot afford a babysitter, will have several children in tow as they line up for doorbuster deals at Wal-Mart, Target and Best Buy.
They will spend a large portion of their disposable income on Black Friday, and will most likely be stocking up on gifts for Christmas.
The study found that 68per cent of Black Friday shoppers will research prices of specific products in advance.
Fifty-seven per cent consider the Black Friday sales a fun activity, it found, with 42per cent stating that they like shopping on Black
Friday more than any other day of the year.