WUNDERMAN THOMPSON：2023年美国黑色星期五报告（中译版）（14页）.pdf

1、 BLACK FRIDAY 2023 US REPORT2HUGH FLETCHERGLOBAL MARKETING DIRECTOR AND THOUGHT LEADERSHIP LEADINTRODUCTIONAs we move from summer to fall,there is one huge event lying on the horizon for brands and retailers Black Friday.But listening to what consumers say,youd start to think that perhaps Black Frid

2、ays days are numbered.42%of US consumers found Black Friday 2022 anti-climactic,while the same percentage were disappointed with the offers available.Whatever consumers say,Black Friday and the ever-increasing period around it still form a vital part of brands and retailers survival and success stra

3、tegies.Yes,there is noise about the deals on offer,but consumers talk loudest with their wallets.And their wallets are asking for more.We decided to drown out the rhetoric and take a look at the numbers.What do they tell us?Who really are the winners?What makes consumers buy?What stops them from spe

4、nding more?And how is 2023s Black Friday shaping up?So,here you go.And a quick spoiler alert based on current evidence,Black Friday is here to stay!METHODOLOGYThe research was conducted by Censuswide,with 2,012 consumers that have shopped online in the US,including 1,563 that bought something over t

5、he Black Friday(12th November 29th November)period in 2022.The research was carried out between 13.09.2023 18.09.2023.Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles.3EXEC SUMMARY2.NO SURPRISES,ITS AN ONLINE-FIRST EVENT.66%of Black Friday

6、 spending will occur online in 2023.3.BLACK FRIDAY IS STILL THE DAY FOR PURCHASING DESPITE THE ELONGATION OF THE BLACK FRIDAY PERIOD.63%of spending over the Black Friday period predicted to be on Black Friday itself.5.CONSUMERS ARE SKEPTICAL ABOUT WHO BENEFITS FROM BLACK FRIDAY,AND THEY DONT BELIEVE