SOURCE: Wanderful Media

Wanderful Media

October 28, 2013 06:00 ET

Find&Save Survey Delves Into the Mind of a Black Friday Shopper

LOS GATOS, CA--(Marketwired - Oct 28, 2013) -

The 2013 Find&Save Black Friday Shopping Survey Shows How, When and Why They Shop

Analysis and Infographic Compares Night Owl vs. Early Bird Shoppers

Newspapers Circulars Identified as the top Source to Find Black Friday Sales

Wanderful Media®, the company behind Find&Save®, today announced the 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. The full report can be accessed here.

Understanding the Black Friday Shopper

A key objective of the Find&Save Black Friday Shopping Survey was to understand their motivations for Black Friday shopping.

  • While primarily motivated by the sales, Black Friday shoppers are also driven by the thrill of the competition to find a good deal and more likely to have a tradition built around Black Friday shopping.
  • Black Friday 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 that are most alluring are those offering a percentage discount.
  • They are also much more likely to complete the majority of their holiday shopping on Black Friday.

Night Owl vs. Early Bird Black Friday Shoppers

The Find&Save survey compared the results of two different types of Black Friday shoppers: the "Night Owls" -- Black Friday shoppers leaving their house before 5:00 AM, and the "Early Birds" -- Black Friday shoppers leaving their house after 5:00 AM. An infographic showing highlights of Night Owls vs. Early Birds can be accessed here.

  • The Night Owl shoppers are likely to get most of their holiday shopping completed -- 63 percent typically complete more than half of their shopping on Black Friday, compared to 42 percent among the Early Bird shoppers leaving after 5 AM.
  • Overall, 53 percent of the Night Owls and 38 percent of the Early Birds said they "love it" when asked how they felt about Black Friday sales starting early on Thursday evening and extending through Sunday.
  • About 75 percent of Night Owls are shopping for electronics, compared to 60 percent of the Early Bird shoppers.
  • While both sets of shoppers are primarily interested in finding a great deal, 40 percent of the Night Owls said they enjoy the competition, vs. 24 percent of the Early Bird shoppers.

Black Friday Shoppers Research Deals and Create a Game Plan

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

Traditional media sources like newspaper circulars, television, and direct mail are still considered among the top sources by Black Friday shoppers; in fact, newspapers were still rated by most (36 percent) as a top source of information. But while only 29 percent said emails were a top source of information, 82 percent said they would be interested in receiving emails on Black Friday sales.

Mobile devices are increasingly important while shopping. Two-thirds either use or would consider using their mobile device to help with Black Friday shopping -- primarily they would use it to check prices or use the geo-locator to find sales near them. They are also interested in using their mobile device to browse Black Friday circulars while on the go.

Additional Find&Save Black Friday Shopping Survey findings include:

  • Black Friday shopping requires a time commitment: About 50 percent of the shoppers surveyed spend between 3-5 hours shopping.

  • Black Friday is more popular than Cyber Monday: Black Friday edged Cyber Monday by 6 percent as the shopping holiday of choice among Black Friday shoppers.

  • Email alerts on deals are important: More than 81 percent are interested in receiving email alerts on the latest Black Friday deals.

  • Holiday shopping begins in October: About 30 percent of Black Friday shoppers begin their holiday shopping after Halloween.

  • Shoppers compare retailers in advance: About 45 percent visit three to five different retailer websites looking for sale information when planning for Black Friday.

"We analyze and study all shoppers, but the Black Friday shopper is a different breed, a 'super shopper' who thrives on finding the best deals and maximizing the day," said Ben T. Smith, IV, CEO of Wanderful Media. "Through the Find&Save survey, we found they are planners, they love the thrill of finding a great deal and would welcome mobile apps and other planning tools to help maximize the day. It was also interesting to see the differences between the shoppers who left in the middle of the night, vs. those who left first thing in the morning."

The full survey report can be accessed here. To view an infographic of the results, please click here.

About the survey
Provided opinion data is based on an AYTM survey of 1000 Americans aged 18+ who shop on Black Fridays. Survey was balanced by regions according to US Census and completed on October 10, 2013. You can access full stats report here: 

About Find&Save
Find&Save is the perfect destination for Black Friday, helping shoppers to plan and maximize their shopping experience. Find&Save arms shoppers with the tools they need to research local sales, products and retailers in their area, find the deals that are important to them, map store locations, create shopping lists and receive deal alerts. Find&Save is available across all tablet, mobile and web browsers, as well as on Find&Save® for iPad, with Find&Save for iPhone coming soon.

About Wanderful Media
With access to almost 100 million unique visitors per month throughout its network, Wanderful Media is helping retailers by engaging shoppers around local sales and products, with the intent of driving shoppers across the threshold of retail stores. The company owns and operates Find&Save, a comprehensive collection of local sales available on and newspaper sites across the country in all 50 of the top 50 DMAs (designated market areas). Wanderful Media is an independent company financed by a powerful group of media companies, including Advance Digital, A. H. Belo Corporation, Community Newspaper Holdings Inc., Cox Media Group, The E. W. Scripps Company, Gannett Co., Inc., GateHouse Media, Inc., Hearst Corporation, Lee Enterprises, MediaNews Group, The McClatchy Company, and The Washington Post Co. For more company information, visit

Contact Information

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    Wanderful Media
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    Kulesa Faul for Wanderful Media
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