Who Won the Black Friday Turf Battle?

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Did shoppers stay home after Thanksgiving dinner this year or head out for their annual shopping pilgrimage?  Recent data show “The Black Friday” shopping event may be losing its luster. Looking at results from InfoScout, the number of unique retailers visited over Thanksgiving/Black Friday declined slightly, with the typical customer visiting just over two stores.  This suggests that shoppers consolidated their purchases or cut back on the time spent shopping.

As expected, Walmart and Target were the most popular destinations among those who headed out after finishing their Thanksgiving dinner or set their alarm for an early shopping day Friday. In fact, the majority of the top brick-and-mortar retailers mirror Black Friday 2015, with a few notable exceptions:

  • Kohl’s and Home Depot each moved up to become the 3rd and 4th largest retailer in 2016.
  • Club stores and home improvement captured a larger proportion of Black Friday spending compared to last year, as did JC Penney. The struggling retailer was aggressive with Black Friday promotions, which may account for the retailer moving up to 5th place (from 8th in 2015).
  • While there were fewer register rings at Best Buy, the chain’s dollar share dropped more dramatically.
  • Looking beyond the top ten retailers, rankings improved for CVS and The Gap, Inc.

About the Data

More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps. The first 70,000 receipts reported on Thanksgiving Day and Black Friday were analyzed to provide a quick read on which brick-and-mortar retailers were most popular among shoppers.

Throughout the 2016 holiday shopping season, InfoScout’s team of researchers will be analyzing real-time data from millions of omnichannel shopping trips. This data is mapped to shopper profile data, instantly triggered surveys and more to provide the richest set of shopper insights available.

For more information, please contact press@infoscoutinc.com.

How New Year’s Resolutions Impact Shopping Behavior

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Did you make a New Year’s Resolution to commit to a healthier lifestyle in 2016? If so, you’re certainly not alone! Here at InfoScout, we thought it would be interesting to learn more about these resolutions and how they will impact shopping behavior early in the year. It’s hard to change shoppers’ habits, but New Year’s Resolutions create a tremendous opportunity for brands and retailers alike.

 

The following is a snapshot of a deeper analysis recently presented to InfoScout clients as part of our Insights in Action webinar series available here.

 

What's Your New Years Resolution

 

Our study started by surveying InfoScout panelists to see whether or not they made any resolutions at all. Two-thirds of our respondents made a resolution of some type and among all resolutions, getting more exercise, eating healthier, and losing weight are the most popular goals for 2016.

 

Perhaps the reason so few resolutions seem to come to fruition is because obstacles to success abound (see chart below). In fact, 95% of the eat healthier/lose weight crowd are worried about being successful. Developing tools and coping mechanisms to overcome old habits, time and budget constraints are key to meeting their goals. In addition, many Americans believe that one of the keys to achieving their healthy eating and weight loss goals is a variety of healthy (and tasty) food choices so boredom doesn’t become a factor. If you support a food brand or a grocery merchant, take a moment to think about how you can help consumers overcome these obstacles with the right shopper marketing and merchandising plan. How can you speak to these desires and fears while they’re still relevant?

 

Those who want to live a healthier lifestyle in 2016 overwhelmingly plan to buy healthier foods (74%) and cook more at home (57%).  Working in partnership with someone to keep them accountable is also in the plan for nearly 40% of respondents. Six percent of respondents, especially the most committed, plan to work with a dietitian or a nutritionist.

 

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According to our survey, if consumers resolving to eat healthier actually keep their resolutions, we’re likely to see more fresh produce, fish, and lean meats in their grocery baskets this year, in addition to yogurt, brown rice, and many other healthier foods. The most committed health seekers also plan to ramp up purchases of flaxseeds, chia seeds and coconut oil.

 

Taking a look at the actual purchase behavior of these respondents so far this new year, we can see that their purchases of fresh fruits & vegetables are indeed up- increasing their share of grocery spend by 11.5% from December to January. Fish is already capturing a whopping 35% greater share of stomach month-over-month. Clearly, these consumers are putting their money where their mouth is.

 

One way to capitalize on these changing behaviors is through cross-promotions – especially those that include the types of healthy foods listed above.  InfoScout’s Cross-Promotion playbook makes it easy for brands and retailers to identify the cross-promotion opportunities most likely to be a hit with your targeted shoppers while driving truly incremental sales.  If you’re interested in learning more, you can watch this free webinar recording that uses Weight Watchers and yogurt as examples.  You’ll be surprised to see just how easy it is to do for your own brands and categories!

 

About the data
The insights from this post were derived from InfoScout’s “Insights in Action” webinar series. The underlying data include a combination of 1,000 survey responses and purchase behavior reports available through our InfoScout Insights™ platform which analyzes the shopping activity of more than 300,000 Americans who report more than 275,000 shopping trips every day through our Receipt Hog, Shoparoo, and Receipt Lottery apps.