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2017 Holiday Shopper Habits at a Glance

Posted on by Lauren Farricker, Marketing & Consumer Insights

How are shoppers approaching the holiday sale season? Is Black Friday still king, or has Cyber Monday taken the crown? How are shoppers leveraging their mobile devices to ensure they’re getting the best deal possible? We turned to the Kiip network to find out.

This data was collected by surveying Kiip’s mobile users spanning across over 5,000 premium apps. Results are based on 33,000 responses.

Monday is the New Friday

With no lines and unlimited deals accessible from the comfort of your couch, it’s no surprise that Cyber Monday has become the preferred shopping day of the holiday season. Of the mobile users Kiip surveyed, 73% report shopping on Cyber Monday, compared to 41% who reported shopping on Black Friday.


Who Listens to the Siren Call of the Sale?

When it comes to the types of personas attracted to holiday sales, the distribution stays the same regardless of whether or not the sale is online or in a brick-and-mortar store. Bargain Shoppers are most likely to seek out sales events such as Black Friday and Cyber Monday, taking advantage of the heavily discounted sales that kick off the shopping season. The On-A-Mission shopper follows close behind, followed by The Researcher. Coming in last is The Negotiator — perhaps the gratuitous discounts take away from the thrill of the hunt that motivates these shoppers.


Mobile Reassurance

While shoppers might physically be in a brick-and-mortar store, they are not shy about checking prices on their mobile devices in real-time to ensure they are taking advantage of the best possible deal. 45.3% of shoppers surveyed by Kiip report using their mobile phone to check prices online, and 40.8% report using apps to compare prices and look for a better deal while holiday shopping.


Looking for insights into what motivates retail shoppers to fuel your 2018 marketing strategy? Email us for a complimentary moments consultation.

Tagged online shopping, shopping, mobile shopping, holiday 2017

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