Black Friday officially marks the start of the holiday buying season, and ever since retail went digital, more and more consumers have traded in parking lot skirmishes and long lines for curated gift guides, pre-wrapped presents, and 2-day shipping.
According to the almighty data deity Google, today’s holiday shopper can be broken down into the following 4 categories:
This shopper spreads out their spending over the whole holiday season. 57% use their mobile device to browse and shop. The Evergreen Shopper is more likely to be Baby boomers and Get Xers.
Like the name suggest, this shopper get’s the job done early in the holiday season. 25% have all their shopping done by the end of CyberWeek. Baby Boomer are the most likely to fall into this category.
This shopper consolidates most of their shopping to the Black Friday/ Cyber Monday weekend. 72% use their mobile device to browse and shop. Millennials, Parents and Gen Xers are most likely to make up this group – in that order.
Last Minute Shopper
This shopper puts most of their shopping off until the week of Christmas. This group is mostly comprised of Gen Xers, Parents, and Millennials – in that order.
Armed with the preceding information, make sure your Holiday marketing is talking to the right person, at the right time.