Black Friday Shopping Expected to Soar
Consumers searching for holiday deals this Black Friday can expect to see longer lines as they visit stores. According to research by digital advertising technology company SocialVibe, 70 percent of consumers polled online plan on visiting stores on the day after Thanksgiving this year. That number represents a 52 percent increase in the number of Black Friday shoppers from the previous year.
The survey is also predicting a busy Cyber Monday as 61 percent of respondents are also planning on shopping online during the Monday after Thanksgiving. While stores and Web pages may be crowded during these two days, prepared retailers are in a position to take advantage.
"Our research shows that about two-thirds of consumers intend to shop on Black Friday and Cyber Monday, so brands should really be looking for effective ways to draw people into stores, as well as drive site traffic on these mega-shopping days," Jay Samit, chief executive officer of digital advertising platform SocialVibe, said in a statement. "The key to reaching consumers is to interact with them, rather than rely on a display ad, in the environments where they are already engaged and then provide a valued benefit along with your message."
The survey also revealed that consumers this year will be expecting some expensive gifts during this holiday season.
- 40 percent are expecting computers and laptops
- 38 percent of respondents want clothing
- An additional 34 percent are asking for other electronics
- 32 percent are hoping for TVs
"It's not too late to look beyond banners and fuel holiday sales by incorporating engagement ads into your media plan for the holiday shopping season," said Samit. "Online advertising campaigns that incorporate interactive features and provide an incentive in exchange for a consumer's attention to a brand message can increase website and in-store traffic."
The research was based on a 1,000-response survey taken across eight of the most popular 10 Facebook apps and other social media websites as well as publisher websites of SocialVibe, including Pandora.
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