According to a study of 50 major retailers by email marketing firm Yesmail, the best day for social media engagement for Black Friday deals is today, the Tuesday before Thanksgiving.
“Yet it was the fourth-most popular day of Thanksgiving week to deploy campaigns in 2012, accounting for only 14% of brands’ Black Friday Facebook posts and tweets,” the report said. “The data suggests marketers are missing an opportunity to boost sales during a slow holiday season.”
Cash (Not Plastic) Is King This Holiday Weekend
Across income levels, shoppers plan to use credit cards less to pay for their gift purchases during the weekend shopping spree, according to a consumer survey conducted by ITG Investment Research.
“No one, it seems, is really set on borrowing against future earnings to finance holiday gifts,” said Steve Blitz, director and chief economist of ITG, in the report.
“Among those earning $35,000 to $50,000 per year, 43% plan to use credit cards less and only 9% say ‘more.’ Even jumping to the $75,000 to $100,000 income bracket, 32% say ‘less,’ and only 8% say ‘more.’”
Black Friday Camping Out: A Dying Tradition
Traditional Black Friday shopping expeditions – camping outside stores overnight to be the first to nab deals when the doors swing open — is becoming passé.
While 53% of shoppers still plan to shop in stores this weekend, that number has dropped 10% from 63 percent last year, according to a Deloitte survey.
“Black Friday is changing – gone are the days when consumers line up in front of stores,” echoed a press release from Simon-Kucher & Partners LLC.
This year the camping out tradition will weaken further, as more of the nation’s biggest chains – from Wal-Mart and Target TGT +1.11% to Macy’s and Best Buy — open their doors on Thanksgiving Day, according to Simon-Kucher.
A Digital Black Friday For Mom, The Biggest Holiday Spender
It turns out Moms are the biggest holiday spenders, and many of this digital-savvy bunch will be shopping online.
A whopping 71% of moms account for 75% or more of all gift purchases this holiday season, and nearly one third of the 1,000 Moms surveyed by Adroit Digital said they would skip the in-store crowds, opting to do 60% or more of their shopping online.
“This creates a unique opportunity for retailers to engage with them on desktops and mobile devices,” said Adroit’s holiday trend report.
Government Shutdown Had No Real Impact On Consumer Sentiment
Retailers and industry watchers alike warned that the government shutdown last month would cast a pall over consumer spending for the holiday season. They were mostly wrong, according to a Deloitte survey.
Indeed most consumers surveyed (80%) said their spending has not been negatively impacted by the government shutdown, the report said.