Retail Brand Loyalty is Not Dead, Especially During Biggest Shopping Weekend of the Year

November 30, 2015 – BusinessWire Retail brand loyalty is alive and at the heart of U.S. consumers this holiday season. Today, UberMedia, a cross-screen mobile insights, advertising and measurement platform that uniquely combines more than 1.5 billion first-party mobile data signals, reveals proprietary data surrounding its in-depth look at holiday shopping behavior. These holiday shopping insights were gathered from analyzing a sample of approximately 1.7 million U.S. shoppers who visited 13,000 retail locations during the Black Friday shopping weekend.

By far, one of the most interesting key learnings uncovered by UberMedia’s Mobile Behavioral Analysis was that although Black Friday holiday shoppers visited multiple stores, these early bird shoppers overwhelmingly visited the same retail locations they normally do on non-holiday shopping weekends.
“As the competition for holiday shoppers heats up, one thing is very clear, holiday shoppers are religiously visiting their favorite stores. This seems to indicate that the retail experience matters and that brand loyalty trumps ‘door buster’ deals from competitors trying to gain market share,” said Michael Hayes, Chief Revenue and Marketing Officer at UberMedia. “As consumers, our mobile devices are always on, always connected, and always with us. UberMedia helps marketers understand the mobile clues that help identify their customer. These mobile digital breadcrumbs are powerful signals of interest and intent that if analyzed can reveal powerful insights for retailers in understanding the heart of their holiday consumer and their shopping journey.”
UberMedia’s team of data scientists analyzed mobile behavior patterns of U.S. consumers who visited Walmart, Target, Macy’s, Nordstrom, JCPenney, Kohl’s, Best Buy, Home Depot, Lowe’s, and other national retailers. Consumer visits to these retail locations uncovered interesting similarities and differences between Black Friday “deal seekers” versus shoppers on a typical weekend.
Here are additional highlights of UberMedia’s findings:

  • Thanksgiving day openings and overnight deals bring in a different crowd than the typical customer. These early-bird “deal seekers” tend to be less affluent (up to 4% lower median income and 9% less median house value).
  • By Sunday of the Black Friday holiday weekend, more affluent customers start their shopping. This could reflect the desire to stay home for the Thanksgiving holiday but still get a jump on the shopping season before the weekend is over.
  • Black Friday shoppers are willing to travel farther for deals; the median travel distance increased 16% from a typical weekend.
  • JCPenney and Target shoppers had the largest increase in travel distance (15%), while Walmart and Home Depot shoppers had the smallest increase in travel distance (2%) when comparing Black Friday holiday weekend versus a typical weekend.
  • UberMedia’s cross shopping affinity analysis revealed that Target customers are four times more likely to shop at Kohl’s than Nordstrom, and Macy’s customers are twice as likely to visit JCPenney than Kohl’s.

This article was originally published on BusinessWire

Insights provided by UberMedia in any study mentioned are aggregated and de-identified, not tied to any single device or individual. UberMedia adheres to GDPR and CCPA and has been certified for privacy compliance by Verasafe, an independent third party.

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