FIRST EAT BEST: Consumer Strategies and Behavior on Black Friday
Black Friday has evolved in recent years, transforming from a single day of discounts into a week-long shopping event known as Black Week. This trend has led consumers to start planning their purchases approximately one month in advance, presenting new challenges and opportunities for brands.
In this context, we analyze current trends, consumer behavior, and the strategies we adopted to maximize impact during this key period.
The expansion of Black Friday to a full week has changed the shopping dynamics. Consumers now begin anticipating and planning their purchases weeks in advance, allowing brands to prepare and strategize more effectively.
At EXTE, we have adjusted our strategy based on trends and historical data. This approach allows us to position our brands more effectively, ensuring that our campaigns resonate with consumer expectations.
Data indicates that consumers are increasingly prepared for Black Friday deals:
Black Friday has also become a key date for holiday shopping.
80% of Spaniards plan to buy three or more gifts during this period, and 50% of them anticipate their holiday shopping to take advantage of available discounts.
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At EXTE, we have adapted our strategy for Black Friday by combining trend analysis and consumer behavior insights. The evolution of Black Friday into a week-long shopping event has led consumers to plan their purchases in advance, allowing us to capture their attention from the start. By implementing our "First Eat Best" strategy, we focus on the most popular categories, ensuring that our campaigns are aligned with consumer desires.
We have identified two dominant shopper profiles during Black Friday: Self-Buyers, who seek products for themselves, and Gifters, who focus on acquiring gifts for others. This understanding allows us to create personalized and effective advertising messages. During this shopping week, it is common for consumers to look for holiday gifts, reinforcing the importance of our strategies centered around key categories like Electronics, Fashion, Home, Beauty, and Toys. With this information, we can direct our marketing campaigns to stand out in a competitive market.
The progressive distribution of formats that we have implemented is essential to maximizing impact at each stage of the campaign.
We start with eye-catching creatives that aim to immediately capture the attention of consumers. As they progress in their purchasing journey, we introduce interactive pieces that encourage engagement, allowing users to explore products in an attractive and immersive way. Finally, during key dates, we focus on product-oriented creatives, facilitating purchases and ensuring that the consumer experience is smooth and satisfying.
The results of our strategies have been very positive, with a significant increase in visibility and the Click Through Rate (CTR) of our creative formats. These data indicate that our tactics are resonating with the target audience and reflect the effectiveness of our campaigns.
In summary, to maximize impact during Black Friday, it is essential to implement well-defined, data-driven strategies starting from the end of October and throughout November. This allows us to connect effectively with consumers and make the most of this intense shopping period.
In conclusion, Black Friday has become a key opportunity for consumers to buy holiday gifts, enabling us to develop advertising campaigns that emotionally connect with the audience. Since the most popular product categories during this period are similar to those for Christmas, it is crucial to implement well-defined, data-driven strategies approximately one month in advance. This way, we can maximize our impact and fully capitalize on this intense shopping period.