What are the key shopper types retailers need to target, understand and engage with this Black Friday season? A new Vision Critical study reveals the four shopper types that retailers should look out for this Black Friday season: 1. Modern-Day Mom 2. Millennial Generation Shopper 3. Mobile Tech Embracer 4. Single Cyber Male With the classification of these personas, retailers have a significant opportunity to target, understand and engage with each shopper type on an ongoing basis in order to continuously drive sales.

1. 13
20
4
THE
BLACK FRIDAY
shopper types
PERSONAS RETAILERS CAN’T IGNORE THIS SEASON
MODERN DAY MOM
Shops in store, but loves mobile coupons
Typically a 43 year old mother
almost
60%
of her
shopping will
be done in
stores
$
$
%
75%
will use a mobile
device to receive
online vouchers
%
85%
will prepare for upcoming
deals by reading e-newlsetters
and promotions
MILLENNIAL GENERATION SHOPPER
Impulsively buys online while staying put
Average age is 26
60
60
%
%
About
will mobile shop
while stationary
30%
of their online
shopping will
be on mobile
devices
80
%
%
Almost
can be swayed by
impulse purchases
MOBILE TECH EMBRACER
The birth of in-store mobile shopper
Mid 30s individual
More
than
60
60
1
1
2
2
%
%
of their mobile
shopping will be
on the go or in
store
of their online shopping
will be on mobile devices
While in store...
90% browse products
90%
77% search for deals
77%
76% comparison shop
76%
72% purchase products
72%
SINGLE CYBER MALE
Plans to shop online and spend on himself
Single man, typically 36 years old
%
91%
will browse
ahead of time
76%
76%
2/3
of their shopping
will be online
81
via laptops
% or desktops
won’t bother with
lines and crowds
Will spend as much on himself ($224)
as he will on others ($239)
For more information about the methodology, details surrounding the data or to learn how retailers can
discover and better connect with their own shopper types, please contact media@visioncritical.com.