Not only is Black Friday a big day for shoppers, but it is also an important day for businesses/retailers. Vision Critical, a market research and technology firm, defines four types of Black Friday shopper personas: the Modern-Day Coupon Queen, the Millennial Generation Shopper, the Mobile Tech Embracer, and the Single Cyber Male. Vidicom and Christy Ferer suggests brands to become familiar with the four major personas when marketing to them.
1. Modern-Day Coupon Queen: This persona is typically a mom in her forties who spends the least amount of money on herself during the holidays. The Modern-Day Coupon Queen is likely to line up for doorbuster Black Friday Sales.
2. Millennial Generation Shopper: Usually in their mid 20s, the majority of Millennial Generation Shoppers admit to impulse buying and about 2/3 are not in-store when shopping on mobile devices.
3. Mobile Tech Embracer: This type of persona embraces traditional forms of shopping while adopting new ways of purchasing.
4. Single Cyber Males: This persona generally makes purchases via their computers. Most Single Cyber Males look for gifts ahead of time and are not likely to bother with lines and crowds for in-store holiday promotional sales.