What does this mean for advertisers trying to reach Black Friday shoppers? First, it’s worth investing in mall advertising during major holiday events. Shoppers are out in force looking for the perfect gifts for loved ones. Both Simon and Brookfield saw large increases in overall foot traffic during the Black Friday weekend. Second, the best place to advertise during the holidays may be different from other times of the year. 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. This makes Simon malls perfect candidates for holiday OOH campaigns. Finally, advertisers should still invest in placements Brookfield malls, since while they had less than half the number of malls, 3 malls, they are still attracting half of the overall visits.
A Deeper Dive into the Data
Drilling down further into the data with the Ubimo Polaris platform, we wanted to identify what led to the increase in shoppers to Simon malls.
Individuals who otherwise might not be price sensitive on a regular weekend are price sensitive on Black Friday, thus drawn to Simon malls which include two “Premium Outlets.” Because on Black Friday weekend:
- Simon malls had an increase in mid-range income ($50,000-$150,000) shoppers
- Brookfield malls shoppers’ socioeconomic profile remained relatively the same
- Simon Pleasant Prairie Premium Outlets had the largest spike in visitors (105% increase)
The data indicates that mid-income shoppers are seeking out the best deals they can find for Black Friday.