More people buy for themselves in the run up to Black Friday, Connexity research shows

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More people buy for themselves in the run up to Black Friday, according to findings from Connexity’s Self-Gifting Report.

The report of over 38,000 global online buyers, includes data from 2012-14.

Key highlights include:

  • More people are buying for themselves over Black Friday, than for other people
  • 52% of people were buying for themselves, in comparison to the 47% who were buying for others
  • This then dramatically shifts after Cyber Monday
  • 64% of people buy for themselves prior to Black Friday, which then decreases to 51% after Cyber Monday
  • 43% of people buy for others prior Black Friday, which then increases to 57% after Cyber Monday

 

SelfGifting Connexity image

But who is buying for themselves?

  • Millennials and senior people are more likely to be buying a gift for themselves
  • 58% of Gen Y and 56% of Seniors are most likely to be ‘Self-Gifting’, compared to only 48% of Gen X and 51% ofBaby Boomers
  • This may be due in part to a higher likelihood of Gen X having children living at home – particularly for Gen X
  • 51% of Gen X and 50% of Boomers are most likely to be shopping for others, compared to 45% of Seniors and 44% ofGen Y.

So what does this mean for retailers?

  • Don’t forget to include messaging around buying for yourself, in your promotional messaging, in the run up to Black Friday
  • This should span your ad campaigns, emails and the website
  • Make sure to specifically target Gen Y and Seniorswith this message
  • Increased personalisation such as this will help drive sales
  • After Black Friday, however, ensure to shift your marketing approachand retarget with promotions around buying for others