3 minutes

Revealing the Commonalities and Differences of Black Friday and Cyber Monday Shoppers

Black Friday is known as one of the busiest days of the year for retailers. With people shopping online now more than ever, Cyber Monday has become increasingly widespread, with $6.6 billion in US sales last year alone, beating out online Black Friday sales in the US of $5 billion in 2017.

With these two days quickly approaching once again, we wanted to take a deeper dive into who will likely be shopping on Black Friday versus Cyber Monday, and to see if shoppers on each day share common traits, or what sets them apart.

First, we created two Affinio Tweet Content reports – one to track who was tweeting about “Black Friday”, and the second to track who was tweeting about “Cyber Monday”.

After running each report, here’s what we found:

We found a similar cluster in each report, which we called ‘Coupons Moms’. On the surface, they appeared to share some similar interests in major brands – Target, Amazon, Best Buy and Kohl’s to name a few:

Rather than spending time looking through each report in an attempt to draw comparisons, we instead utilized our ‘Cross-Report Compare’ feature, launched in September 2018, to automatically compare these ‘Coupons Moms’ from separate reports for a deeper understanding of their similarities and differences. Both groups showed traits of participating in online contests and free giveaways:

They also showed interests in the same influencers – e.g. popular mommy blogger Jenn Park:

We also found strong differentiators among both clusters. Moms tweeting about Cyber Monday showed a unique interest in upscale department stores such as Bloomingdales and Nordstrom, as well as popular lifestyle magazines such as Refinery29, TheMotherhood, and InStyle. None of these interests were relevant to Moms tweeting about Black Friday.

Moms tweeting about Black Friday, on the other hand, showed unique interest in home entertainment, and household products and services such as Crutchfield, Sleepopolis, and Terminix, with none of these interests relevant to the fashion savvy Cyber Monday Coupon Moms:

So what can we take away from all of this?

We know that Moms holding out for Cyber Monday deals have interest in upscale department stores, so it is likely they will be looking at places such as Bloomingdales and Nordstrom for Cyber Monday deals, or have items from these retailers on their own wishlists. Despite their general price sensitivity, they still have an affinity towards luxury items and are just on the lookout for a good deal. So, retailers need to realize that their typical audience may broaden at this time of year and “annual splurge” type of messaging can be customized to cater to more segments like this one to bring in that extra spend.

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