On the first holiday weekend, should you mix up online and in-store shopping? Well, there is definitely benefits for both – including Target’s new tie-in promotion.
Black Friday is With average holiday spending expected to reach over $1,000, it is important to capture the customers. Twenty years ago, malls were packed and the news reported Karen’s gone wild in an effort to snag shopping deals. Now things are easier with online shopping, but in-store experiences remain crucial. This year 26% of consumers plan to shop primarily in person for the holidays, while 51% plan to do both in-person and online. As usual, retailers offered early discounts and unique shopping experiences to bring people into brick and mortar.
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In 2024, the Black Friday shopping landscape has evolved dramatically, presenting consumers with compelling reasons to choose both online and in-store shopping experiences. Each approach offers unique advantages that cater to different shopper preferences and priorities. Online shopping continues to gain momentum, with 75% of shoppers planning to make purchases digitally in 2024.
The benefits are easy and they’re rarely a need to deal with a long line (except for very hard, limited release items). Shoppers can browse and purchase from the comfort of their homes. It provides access to extensive product catalogs across multiple retailers and easy ability to compare prices instantly.
Despite the digital surge, in-store shopping lends itself to being more festive and provide a longer, interactive experience. Shoppers have the ability to try on clothes, test electronics, and physically examine items and are three times more likely to make spontaneous purchases in-store. Usually food purchases from coffee, lunch to drinks are involved and it is considered a full activity. And shoppers arrive home with packages.
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Many consumers are adopting a hybrid approach. For instance, some shoppers visit physical stores to try products and then complete purchases online. Retailers are adapting by offering exclusive in-store experiences, like Target’s Taylor Swift album release and special giveaways. Many wine and liquor stores offer tasting and marijuiana dispensaries offer specials on products.
And the reason we call today Black Friday is thanks to the Philadelphia police department. Department stores in the city would hold huge sales to capitalize on the large crowds ahead of the Army/Navy football game. Vast crowds caused havoc for police and forced them to work harsh, extra-long shifts, resulting in them dubbing the day Black Friday, both to express their dislike of the day and to try and reduce visitors by making it sound less appealing.
