Amazon Dominates? For Black Friday, think again.

Shopping for consumer electronics

It’s no secret that retailers try to get shoppers in the door earlier and earlier each year with Black Friday deals. And as these retailers compete with one another for those precious early dollars, consumers are bombarded with email marketing, online ads, in-store promotions, print mailers, and more. But does this influx of advertising truly result in an increased share of wallet for the retailer?

With InfoScout and Market Track now part of the same family, we are excited to be in a unique position to answer this question. To do so, we analyzed Market Track promotion data and InfoScout panel data for the dates of Nov. 22 – 27, 2017 to compare Share of Voice (advertising) with Share of Wallet.

Mass is a Key Destination on Black Friday Weekend
For just about every other week throughout the year, Best Buy and Amazon are the go-to retailers when it comes to purchasing electronics. And given the focus on consumer electronics, it’s no surprise that these two retailers are also driving the largest amount of Black Friday promotional activity. But interestingly enough, while Best Buy and Amazon may have won Share of Voice, they did not win Share of Wallet. That prize belonged to brick-and-mortar Mass retailers, and specifically to Target and Walmart. These two retailers were able to get strong returns on their promotion investments, while Amazon and Best Buy do not appear to be yielding the expected returns on their promotion dollars.

Brick-and-Mortar is Not Dead
While Amazon certainly dominates the online channel when it comes to online promotions and Share of Wallet, that’s not quite telling the full story. Looking at the total retailer share (weighted for relative channel contribution), Walmart has a clear lead ahead of the competition for total Share of Wallet. While the media buzz may be centered around online (and specifically Amazon), Walmart’s offline presence still proves to be force that Amazon simply cannot ignore.

About the Data:
More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps. For this project, we analyzed 12,497 shopping receipts that contained an electronics purchase between November 22 and 27, 2017, along with promotion measurement data from our sister company, Market Track. This data included Market Track Circulars and Retailer Websites Data (online promotion is collected from home and super category pages).

Throughout the 2017 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.

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