Dawn Cobb: Survey shows differences in Black Friday shoppers

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It’s that time of the year when preparations for the holidays are underway.

Wanderful Media, the company behind Find&Save, recently announced results of the 2013 Find&Save Black Friday Shopping Survey, including what drives Black Friday shoppers; how, when and why they shop; and their strategies for finding the best deals, according to a news release.

Among the findings: While mostly motivated by sales, Black Friday shoppers are also driven by the thrill of competition to find a good deal and are more likely to have a tradition built around Black Friday shopping. In addition, shoppers show little store brand loyalty and are typically lured by specific deals or items they find when planning their shopping trip.

The kinds of deals most attractive to them offer a percentage discount, the findings show. Many shoppers are also more likely to complete a majority of their holiday shopping on Black Friday, the day after Thanksgiving.

The survey compared results among two different types of Black Friday shoppers they labeled as night owls and early birds. Night owls typically leave their homes before 5 a.m. to shop while the early birds begin their treks after 5 a.m.

About 63 percent of night owls complete more than half of their shopping on Black Friday, compared to 42 percent among the early-bird shoppers.

About 53 percent of night owls and 38 percent of early birds welcome the opportunity to start shopping early on Thursday evening and extending their holiday spree through Sunday.

About 75 percent of the night owls shop for electronics, compared to 60 percent of the early-bird shoppers.

While both are interested in finding a great deal, 40 percent of the night owls say they enjoy the competition while 24 percent of the early birds feel the same way.

At least 67 percent of the shoppers not only research and map out a plan for Black Friday, they also have a different strategy each year based on where they will find the best deals.

Traditional media sources such as newspaper circulars, television and direct mail are still considered among the top sources for Black Friday shoppers. In fact, the study showed newspapers were still rated by most (36 percent) as the top sources of information. Another 29 percent touted e-mail alerts.

Mobile devices are becoming increasingly important to dedicated shoppers with two-thirds either using or considering to use their mobile device to help with checking prices and using a geo-locator to find sales near them on Black Friday. They also would like to use their mobile devices to browse Black Friday circulars while on the go, according to the survey.

About 50 percent of the 1,000 shoppers ages 18 and older who shop on Black Friday indicate they spend between three to five hours shopping.

More than 81 percent saw they would like to receive e-mail alerts on the latest Black Friday deals. And about 45 percent visit three to five different retailer websites to find sale information to help them plan their strategies for shopping.

Black Friday is still more popular than the newer Cyber Monday sales, according to the survey, but only by 6 percent. Thirty percent of those surveyed also say they begin shopping right after Halloween.

And since Halloween has just now passed, let the holiday shopping planning begin.


In celebration of its 12th anniversary, Juliet’s Jewels in Denton is inviting residents to a vegetarian potlock lunch at 11:15 a.m. Saturday followed by a conversation with Lama Dudjom Dorjee on “how to have an altruistic mind” at 1 p.m.

He will speak on bodhicitta and compassion — “awakened heart-mind” — which is the compassionate wish to realize enlightment for all beings, not just oneself, according to a pamphlet about the event.

The shop, owned by Dawa Juliet Sangmu, is located at 315 W. Sycamore St. Those joining the potluck lunch are asked to bring a dish to share. For more information, call 940-566-5005 or visit www.julietsjewels.com.


Eagle & Wheeler is planning a special open house and wine tasting event on Thursday at its location at 733 Fort Worth Drive in Denton.

“Uncorked: A Wine Tasting Event” will feature an open house from 4 to 5 p.m. followed by a wine tasting from 5 to 7:30 p.m., with donations being accepted to benefit the United Way of Denton County, according to a pamphlet.

Those interested in attending can make reservations online at www.uncorked.eaglewheeler.com.


Lewisville, Flower Mound, Highland Village and Denton will be among the communities featured on “NewsRadio 1080” KRLD-AM during the fourth stop of the station’s “Your Hometown Tour,” according to a news release.

KRLD News anchors will broadcast live from Fat Cow BBQ in Lewisville at 850 Valley Ridge Blvd., Suite 128, from 10 a.m. to 7 p.m. Nov. 15.

The program will highlight unique people, places and issues of local interest ranging from education and development to transportation.

The tour began in June with a live broadcast at Henry’s Homemade Ice Cream in Plano and, most recently, stopped at Tierra Verde Golf Club in Arlington.

The live broadcast is open to the public, who are invited to stop in and meet KRLD news personalities, according to the release.

KRLD can be heard online at www.cbsdfw.com and on mobile devices via the Radio.com app.

DAWN COBB can be reached at 940-566-6879 or via e-mail at dcobb@dentonrc.com.

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