Men will be the biggest shoppers on Black Friday, Rocket Fuel reports


New research by Rocket Fuel, a marketing technology firm that harnesses the power of artificial intelligence, finds that nearly twice as many UK men (45%) will definitely spend money on Black Friday and Cyber Monday than women (28%).

Eight in 10 UK adults are considering a purchase on Black Friday, but two thirds are still not sure what they will buy and will make their choice in November.

Of those considering purchases, men (37%) are nearly twice as likely as women (22%) to know both exactly what they want to buy and exactly where they want to buy it. Most men (65%) have at least already decided the exact items to purchase prior to the day, compared to just 45% of women. Nearly half of women (47%) are not sure yet of whether they will make a purchase, compared to just 33% of men.

63% of 24-34 year olds plan to make a Black Friday purchase, with 34-44 year olds the most uncertain (50%) that they will purchase anything. One third of 45-55 year olds won’t be buying anything. Half (51%) of everyone surveyed earning between £50,000 and £100,000 expect to spend more shopping online this year and 56% will definitely be buying.

How will they shop?

The research also finds an overall shift in spend from in-store to offline with 39% of people planning to shop exclusively online. The research indicates that in-store spending will decline.

30% of online British shoppers plan to spend more than last year, compared to just 7% of in-store shoppers. 26% of in-store shoppers plan to spend less, whereas just 8% of online shoppers say they will spend less online.

Of those shopping online, 50% of consumers research their purchase on mobile, and of these people, 61% will make their purchase on desktop.

Dominic Trigg, SVP/MD EMEA & emerging markets at Rocket Fuel, said: “Black Friday could hit the £1bn mark, an increase of 32% year on year, but with buyers shifting online, retailers need to step back and consider what they really want to achieve from Black Friday.  The consumer journey moves seamlessly between online and offline channels, with customers researching online and buying in-store, or vice-versa, in a process known as showrooming. For retailers aiming to reach today’s multi-channel consumers with consistent messaging across channels, programmatic marketing can help deliver. The real-time nature of programmatic makes it easy for retail marketers to adjust exposure during their Black Friday campaigns, including throughout the day itself.”