Retailers Go Digital for Black Friday

A preliminary Black Friday shopping survey shows that up to 147 million people plan to shop Black Friday weekend, a slight decrease from the 152 million who planned to do so last year, according to the National Retail Federation. Specifically, 71 million said they would shop and another 76 million said they would wait and see what retailers have in-store that weekend.

Retailers are increasingly using social media to promote their sales with three in 10 (29.0 percent) multi-channel retailers saying they will promote their Black Friday deals with mobile alerts, up significantly from the 18.4 percent who planned to do so last year. Even more retailers plan to use Facebook, with 80.6 percent reporting they will use the platform to alert shoppers about in-store deals, up from 73.7 percent last year.

“The days of waking up Thanksgiving morning to find out what retailers’ Black Friday promotions will be has transitioned into an ongoing dialogue between companies and their customers starting days in advance,” says Pam Goodfellow, consumer insights director, BIGinsight. “Through sites like Twitter, Facebook and Pinterest, company blogs, e-mails and mobile apps, consumers can connect with their favorite retailers like never before.”

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