This year, according to adweek website, fewer millennials are planning on shopping in brick-and-mortar stores this Black Friday compared with just two years ago. In fact, just 35% of millennial Black Friday shoppers say they’ll buy in a store this year, down from 61% in 2015. Meanwhile, more millennials are planning on doing their Black Friday shopping on mobile devices, and online reviews remain the leading factor influencing their purchasing decisions on the busiest shopping days of the year.
For Mike Sands, brands can regain their ‘Black Friday mojo’ by using data and identity to make it more meaningful. By understanding the unique behaviors and preferences of its customers, brands also can make Black Friday more personally meaningful.
If a brand’s customers are mainly millennials, for example, adding interactive displays and mixing in a social media component may make the in-store experience more of an adventure.
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