Data That Will Make Black Friday Campaigns Hit Home
Despite their usual shopping habits and preferences, Black Friday shoppers are out in search of a deal and are price sensitive during Black Friday sales.
Share of Mall Visits
Increase in Visitors During Black Friday Weekend % Lift
Simon malls, which usually drive less foot traffic, were able to increase foot traffic, capture a large audience of non-shoppers, and “steal” visitors from Brookfield during Black Friday events.
Advertisers and media owners should not rely on year-round campaign strategies during the holiday season, since holiday shoppers include new audiences with unique behaviors.
What’s the right full-price to off-price store mix? This analysis suggests that Neiman Marcus has found the right mix, with nearly twice as many full price as discount outlet stores.