In a recent interview with Rose Scotto on WABE’s A Closer Look, Cardlytics CMO Dani Cushion dispelled some common myths around holiday shopping. Cardlytics “Purchase-Driven Data Platform” allowed them to crunch the numbers on how, where, and when consumers actually shop throughout the season.
To do this, they broke consumers down into four major categories:
The Early Birds – who shop between Halloween and Thanksgiving Day
The Black Friday Dealhunters – who shop on Black Friday and Cyber Monday
The Procrastinators – who shop in the last 2 weeks before Christmas Day and around the celebration of Honnukah.
The Level Spenders – who spend evenly during all three of these periods
The big takeaways?
Shoppers buy big-ticket items early on in the season, around Black Friday and Cyber Monday. Despite this, the Procrastinators are the biggest spenders of the group. Savvy retailers have begun offering some of their largest discounts at the end of the holiday season, catering to those of us looking for last minute gifts.
The other surprise is that most of us still shop for gifts in brick and mortar stores. 4 out of 5 purchases are made in-store, although the percentage of online holiday shopping continues to grow year after year.
Find the full interview here: http://news.wabe.org/post/closer-look-last-minute-shopping-k-12-education-and-more