Black Friday remains one of the most important shopping days of the year, with that said, Thanksgiving is now the official start of the holiday shopping season. Macy’s, Walmart, Best Buy, J.C. Penney, and Target are among a growing list of retailers opening their doors on Thanksgiving. In a recent study of the holiday shopper, Placed found that 22% of panelists planned to shop on Thanksgiving with 54% planning to shop at brick and mortar retailers.
While both Thankgiving and Black Friday shoppers are looking for value, they aren't necessarily the same person:
45% of panelists indicated that they planned to shop on Black Friday, 2x the Thanksgiving percentage
Black Friday shoppers were 17% more likely to shop at a brick and mortar retailer
With 63% of Black Friday shoppers planning to visit a brick and mortar retailer, it is critical to reach the right audience to drive them in-store utilizing mobile advertising. The challenge with reaching the right audience is the Black Friday shopper doesn't look like the general US population, and visits are less a result of proximity and more an event driven visit.
To understand where to reach Black Friday shoppers before store proximity, Placed modeled where these shoppers were likely to... Read more