As retailers gear up for the first big shopping days of the festive season – Black Friday and Cyber Monday – it would seem that men will be the main bargain hunters this year, with twice as many blokes looking for deals than women, according to a study.
The research, carried out by artificial intelligence specialist Rocket Fuel, busts the myth that men buy everything at the last minute.
It claims that nearly half (45%) of all UK men will be prowling the shopping aisles and the Internet trying to get their money to spread further, while just over a quarter (28%) of women will do the same. However, whether they will be buying presents or simply treating themselves to a pre-Christmas bargain is not known.
Some 8 in 10 UK adults are considering a purchase on Black Friday, but two-thirds are still not sure what they will buy and will make their choice in November.
Of those considering purchases, men (37%) are nearly twice as likely as women (22%) to know both exactly what they want to buy and exactly where they want to buy it. Most men (65%) have at least already decided the exact items to purchase prior to the day, compared to just 45% of women. Nearly half of women (47%) are not sure yet of whether they will make a purchase, compared to just 33% of men.
Some 63% of 24-34 year olds plan to make a Black Friday purchase, with 34-44 year olds the most uncertain (50%) that they will purchase anything. One third of 45-55 year olds won’t be buying anything. Half (51%) of everyone surveyed earning between £50,000 and £100,000 expect to spend more shopping online this year and 56% will definitely be buying.
The research also finds an overall shift in spend from in-store to offline with 39% of people planning to shop exclusively online. The research indicates that in-store spending will decline.
Some 30% of online British shoppers plan to spend more than last year, compared to just 7% of in-store shoppers. 26% of in-store shoppers plan to spend less, whereas just 8% of online shoppers say they will spend less online.
Of those shopping online, 50% of consumers research their purchase on mobile, and of these people, 61% will make their purchase on desktop.
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