Forget Showrooming, Webroomers spent more this Black Friday

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What is “Webrooming” exactly? In simple terms, it’s shopping online before buying in the store. In realistic terms, it’s simply another tool in an “informed” shoppers arsenal. A strategy to navigate the chaos that can only be found on the busiest shopping days of the year. After all, “browsing” in a big toy store with a herd of other parents trying to get the hottest toy and best deal doesn’t seem at all possible. So shoppers might want to have a plan.

 

But how does Webrooming impact the retailer-shopper interaction? InfoScout analyzed almost 300,000 receipts from shoppers who purchased items on Black Friday. Over 500 shoppers who made at least one purchase from a key retailer during this period completed a mobile survey to determine how webrooming impacted their shopping experience.

 

I mean, how many shoppers are really webrooming anyway? Webroomers were a slight majority in this group of holiday shoppers, with 51% stating they were looking online before visiting the actual store. The highest percentage of Webroomers made a purchase in Target (63%) or Toys R Us (62%). By contrast, slightly less than 35% of the shoppers surveyed reported Showrooming, which is the act of browsing products in store before buying them online. That’s right, Webrooming is actually more common than Showrooming.

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When are these Webroomers searching online? The majority (63%) are online looking 12 hours or less before their in-store visit. And another 17% are online while they are in the physical store location.

 

What exactly did Webroomers look at while they were online? Black Friday specials, of course!! 74% were online looking at Black Friday specials. But check out the shoppers who made a purchase in Toys R Us!! 80% of these shoppers were comparing prices to other retailers before their in-store trip – that’s almost double the shoppers for any other retailer. Top websites Toys R Us shoppers were comparing? toysrus.com (80%), walmart.com (56%), target.com (60%), and amazon.com (52%).

 

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So can retailers really benefit from Webrooming? Webrooming seems like a win-win for both shoppers and retailers. Compared to shoppers who didn’t spend time online before going to the store, Webroomers were more tactical in their approach – visiting a fewer number of stores but spending more overall.

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It’s important to note that with an ever growing group of digitally armed – saving savvy shoppers, retailers will be forced to implement marketing plans that are smart, releavant, flawless, and above all perfectly timed. The retailer must be able to easily provide shoppers with the basics (price, product, promotion, and place) thereby allowing the shopper to feel confident in knowing they made the right plan.

 

While Black Friday sales might have been disappointing for many retailers and many didn’t even shop on Black Friday, there is still time to woo shoppers in December as they look to complete their holiday shopping.

 

About the Data:

These insights were powered by InfoScout’s ability to trigger real-time surveys based on observed shopping behavior. The data in this article was sourced from a survey completed by 500 of our 300,000 active panelists, triggered on Tuesday, 12/1/2015 to shoppers who made Black Friday purchases in 2015 (11/26/2015).

Why Some Shoppers are Opting Out of Black Friday This Year

 

With our early reading showing a sales decline in stores this Black Friday, we wanted to understand why some shoppers chose to stay home this year after braving the Black Friday mayhem in 2014.

We scoured our database of shopping trips from our consumer panel of over 300,000 Americans to isolate people who shopped on Black Friday in 2014 but failed to make any Black Friday trips in 2015. While this group of “defectors” may have had the patience last year, over 40% decided the crowds and lines were just too much this year.


Why stayed
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We also looked at which retailers these Black Friday defectors felt compelled to shop last year to understand who’s losing out on their Black Friday $’s in 2015 and found out that Walmart, Target, Costco and Sam’s Club lost the most and may be responsible for the negative shopping experiences that drove them to sit on the sidelines this year.

 

So, this begs the question. If they’re not shopping on Black Friday, when do they plan on doing their holiday shopping? It turns out about half plan to do more online gift buying than last year, and specifically, 32% are looking forward to shopping online tomorrow during Cyber Monday.

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Here at InfoScout, we’ll continue to monitor on and offline shopping trips throughout the season, but the early signal is clear. Black Friday’s importance continues to wane as the holiday deal landscape becomes more fragmented and digital.

 

About the Data

These insights were powered by InfoScout’s ability to trigger real-time surveys based on observed shopping behavior. The data in this article was sourced from a survey completed by 101 of our 300,000 active panelists, triggered on Saturday, 11/28/2015 to shoppers who made Black Friday purchases in 2014 but did not shop on Black Friday 2015 (11/27/2015).

Black Friday’s Payment Method Showdown: How Did Mobile Wallets Fare?

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It’s the weekend after Black Friday, and the InfoScout team is busy analyzing millions of receipts to report on where people shopped and what they bought. But what about how consumers paid for those Amazon Fire tablets and Fitbit trackers? With the rise of mobile wallets like Apple Pay, Android Pay, Samsung Pay, and PayPal, we wanted to find out if this Black Friday would be the shot heard round the world for mobile payments.

 

With 300,000 Americans submitting pictures of receipts through apps on their smartphones, InfoScout can identify exactly what type of devices they’re using, down to the model numbers. This allows us to study transactions made by people who actually have the capability to use mobile payment technologies such as NFC exclusively at stores with compatible point-of-sale (POS) terminals. For Apple Pay, this qualifies owners of the iPhone 6 and above. On the Android side, the device market is far more fragmented, so we limited our study to owners of fairly equivalent devices: the two most recent versions of Google’s Nexus phones, the LG G3 and G4, and the Samsung Galaxy S5 & S6.

 

We found Apple Pay usage at its lowest rate since we’ve started tracking it, being used for only 2.7% of Apple Pay-eligible transactions. This is a fairly marked decrease from what we saw last year on Black Friday, when iPhone 6 owners used Apple Pay for 4.9% of eligible transactions at participating merchants. Of course, back then the primary owners of Apple Pay-enabled devices were early—and technologically curious—adopters, whereas now the technology is in the hands of the broader population. Below you can see the usage over time in our quarterly Apple Pay tracking reports.

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On the Android side of the table, we saw an even lower rate of mobile wallet usage – just 2.0% of eligible transactions. This was our first time investigating mobile wallet usage among Android owners and we were interested to see that of all the mobile wallet options available, it was actually PayPal that came out on top on Black Friday. Since Android Pay and Samsung Pay were both released within the last three months, we may see this picture change as time goes on.

So what was the most common way shoppers paid for their Black Friday bargains? Plastic. This year, 79% of iPhone users and 74% of Android users paid with their credit and debit cards on 2015’s iconic shopping day, and that doesn’t even count the mobile wallet transactions that were funded by credit/debit cards.

How Android and iPhone users paid for their Black Friday purchases.

Walmart and Kohl’s Winning Share Among Shoppers on Black Friday

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InfoScout analyzed the baskets of more than 160,000 Black Friday transactions made from midnight through 1:00pm Friday at brick-and-mortar retailers to see how shopper spending shifted compared to last year’s big event.


Walmart, Kohl’s, and Best Buy are the stores capturing a greater overall share of Black Friday dollars, along with a greater proportion of trips and shoppers. Early data shows Target experiencing the largest declines in terms of transactions and dollars.

 

About the Data
More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 161,849 receipts reported by 1pm on Black Friday were analyzed to provide a quick read on this year’s performance by retailer.

 

Stay tuned to the InfoScout Blog for further analysis of Black Friday 2015. For further information, please contact press@infoscoutinc.com.

PlayStation wins Black Friday among Millenials; Nintendo slides further among GenXers

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It is now well-known that video games are no longer purchased and played exclusively by young people. In fact, recent analyses show that the average video gamer is 31 years old, and about 40% of gamers are over the age of 36. Game developers are acutely aware of these facts. Otherwise, we would not be blessed with perpetual installments of Super Mario, Final Fantasy, Halo, and so on.

 

By contrast, Millennials are widely regarded as picky consumers who place comparatively less emphasis on brand loyalty. They live in the moment and their shopping consideration sets are comparatively more flexible.

 

When presented with a sales promotion, are Millennials more likely to shift their video game buying habits compared to older gamers? Between Microsoft’s Xbox, Sony’s PlayStation, and Nintendo’s Wii, who “won” Black Friday by enticing gamers to their brands?

 

To answer this question, InfoScout established a baseline group of 2,364 people who purchased video game products in October 2015.   We then contrasted their purchases to those of 1,020 Americans who purchased a video game, console or accessory during the 2015 Black Friday promotion period (starting at 6PM on Thanksgiving, and running until the end of day Friday). Gamers in the baseline group of October buyers versus Black Friday buyers were segmented into Millennial (ages 18 – 35) and Middle Age (ages 36 – 55), to compare their dollar spend on Xbox, PlayStation, and Nintendo products.

 

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Based on the evidence above, Sony PlayStation clearly “won” Black Friday 2015 among Millennials, stealing 7 percentage points of market share directly from the Microsoft Xbox.  Millennials are notoriously fickle, and Sony clearly took advantage at Microsoft’s expense.  By contrast, Middle Aged video game buyers’ preferences only changed slightly (away from Nintendo) during the Black Friday shopping spree, with Xbox capturing a slightly higher share of those gamers’ wallets than PlayStation.

 

About the Data

More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 250,000 receipts reported from shopping trips on Thanksgiving night and Black Friday were analyzed to support the real-time insights above. For further information, please contact press@infoscoutinc.com

Black Friday’s Top Sellers by Retailer – Did Apple’s iPad ‘throw in the towel’ against the Amazon Fire?

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After the Apple iPad dominated Black Friday in 2013 and 2014, most pundits predicted another strong holiday season for the tablet. Although the iPad remains near the top of the charts as a best seller once again in 2015, InfoScout’s early read on the top items this year favors ‘throws’, ‘towels’ and the Amazon Fire tablet.

 

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* After $200 manufacturer rebate

 

About the Data
More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 150,000 receipts (151,337 to be exact) reported on Thanksgiving night and Black Friday were analyzed to provide a quick read on this year’s hottest items based on unit sales and dollar sales for each major retailer.

 

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For further information, please contact press@infoscoutinc.com

You Won’t Believe Which Brands Dominated Black Friday at Walmart

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Wrangler? Hanes? Better Homes and Gardens? Seriously?!

That’s right, gone are the days of Black Friday dominance by iPads, Xbox consoles, and Samsung TVs. An early read of 15,000 receipts from shopping trips to Walmart between 6:00pm Thursday and noon on Black Friday indicates a very different kind of Christmas this year.

 

Without further ado, here are Walmart’s hottest products this Black Friday 2015:

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About the Data

More than 300,000 Americans snap pictures of their everyday shopping receipts every day via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 15,000 receipts reported from trips to Walmart on Thanksgiving night and Black Friday were analyzed to provide a quick read on this year’s hottest items based on unit sales. For further information, please contact press@infoscoutinc.com

Black Friday: Just an Appetizer for Walmart

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It’s late November and that means three things: ironic mustaches are reaching their peak, holiday decorations are (finally) becoming seasonally appropriate and retailers are jockeying to be the preferred Black Friday destination for deal-seeking shoppers. In recent years, that has meant opening earlier and extending Black Friday doorbusters into the weekend and beyond.

 

But do stores actually benefit by extending their Black Friday deals, or are they merely spreading out the week’s sales? To answer that question, we zeroed in on two key retailers, Target and Walmart. Our team analyzed millions of receipts from the past two Black Fridays, and followed each retailer’s share-of-wallet across key categories.

 

BlackFriday2015_TargetShareOfWallet2014@2xIn 2014, Target focused its attention on the week leading up to Black Friday, with 30-60% off select items all week. The main event was on Friday, when Target offered 10% off gift cards for the first time ever (Friday Only). As a result, Target increased its share-of-wallet during the week before Black Friday and on the day itself, but lost share during the following week when their deals ended.
Walmart did not change its hours of operation in 2014, and extended its Black Friday deals throughout the following week, gaining share during that time. Despite not having any special events in the week before Black Friday, Walmart saw share gains here as well.

 

BlackFriday2015_WalmartShareOfWallet2014@2xWhile Target was able to gain share by bringing savings to the consumer first and offering discounted gift cards, it paid for it in the following week when Walmart’s promotions were just getting started. Target shoppers seemed to recognize when the deals had moved on, and many of them moved on with them. Walmart’s strategy of extending its promotion into December seems to flow more naturally into the rest of the Holiday shopping season, allowing the retailer to avoid any painful dips in sales.

 

So, does it pay to extend Black Friday deals? That all depends on whether you view the shopping holiday as dessert, or just an appetizer.

 

About the Data:
InfoScout collected data from over 2,000,000 receipts for this article, submitted by regular Target and Walmart shoppers. For this analysis, regular shoppers are defined by having visited a retailer at least once during October, November, and December of a given year. Share-of-wallet comparisons view 2014’s regular Target and Walmart shoppers’ % of total dollars spent against the previous year’s regular Target and Walmart shoppers’ % of total dollars spent.