Black Friday + Cyber Monday 2018: Part 2

Black Friday + Cyber Monday 2018: Part 2

In this latest report on this year’s Black Friday and Cyber Monday weekend, we parse the data for visible trends to better understand how customer behavior may vary based on different factors.

In-store Visitations

Customers got off to an early start on Black Friday, likely in the hopes of beating the crowds or snagging a doorbuster deal. They continued to arrive at a steady rate throughout the day, with localized peaks at 10 AM and 4 PM. Shoppers on Cyber Monday showed very different behavior, with the majority showing up at 1 or 2 PM. The proliferation of in-store pickup for online purchases may have played a role in this pattern, as well as Cyber Monday’s status as a work day for many who may have only been able to visit stores on their lunch breaks.

By Age

Visitation patterns were very similar across age brackets on Black Friday and Cyber Monday, demonstrating the broad appeal of each event. The largest shifts were in the 21-25 demographic, whose proportion of traffic on Cyber Monday was 8% higher than on Black Friday. The inverse was true for 56-60 year-olds and 66-70 year-olds, both of which age groups saw 10% less representation on Cyber Monday than on Black Friday. While this reflects the traditional expectation that older customers are more likely to engage with physical locations than online experiences, it also shows the significant adoption of Cyber Monday across most age ranges.

By Income

As one may expect, luxury retailers disproportionately attract high-income customers. Discount and mid-market brands appear to have very similar income distributions, however. This suggests that affordable retail goods have broad appeal regardless of income level.

By Gender

The gender composition of shoppers on Black Friday and Cyber Monday was virtually identical, with women representing about 57% of site traffic on each day. Mid-market retailers saw a narrower gap, while discount retailers were more heavily weighted towards female customers. Luxury brands fell in between, with a small bias towards women.

Stay tuned for additional insights on customer behavior across the holiday shopping weekend.