Unlocking Mall Moments: Black Friday
Black Friday continues to be a major event for shoppers across the world, with significant shifts in consumer behavior as both physical stores and online platforms compete for attention. However, mall goers tend to approach the day with unique preferences and motivations. Based on our recent insight survey, here’s a look at how mall goers are shaping the Black Friday shopping landscape and what their preferences reveal about evolving retail trends.
Mall Goers' Excitement and Purchase Intentions on Black Friday
Mall goers are notably more enthusiastic about Black Friday shopping compared to the average consumer. Over half (56%) of them prefer to wait and see what deals become available before making purchasing decisions. This reflects a more calculated approach, where the anticipation of finding good deals influences their behavior.
Additionally, mall goers are 32% more likely to enter Black Friday with the specific intent of purchasing items they know will be discounted. This premeditated approach is further underscored by the fact that 45% are driven to make purchases because they know they’re getting a good deal. In comparison to the general population, mall goers are also 15% more likely to agree that Black Friday increases the likelihood of making a purchase overall.
Moreover, Black Friday isn’t just about personal indulgence. Over a third (38%) of mall goers use the event as an opportunity to buy Christmas gifts — a significant 8% higher than the national average. This trend reveals that many mall shoppers use Black Friday as a strategic way to tick off their holiday shopping lists early, especially when discounts can help stretch budgets further.
The Role of Physical Stores in Black Friday Shopping
While online shopping continues to grow, physical stores still hold significant sway for mall goers, particularly during Black Friday. For many, visiting stores isn’t just about making purchases—it’s about gathering inspiration. Nearly half (47%) of mall goers use in-store experiences to inspire their Black Friday purchases, which is 18% higher than the national norm. The in-store environment, with its curated displays and immediate access to products, plays a crucial role in driving sales.
Additionally, more than half (55%) of mall goers visit stores to research deals before making purchasing decisions, even if they eventually buy online. The ability to physically compare products, ask questions, and see discounts in real-time makes the in-store experience invaluable for many shoppers.
Notably, 23% of mall goers exclusively shop in-store during Black Friday, a figure that’s 15% higher than the national average. This shows that despite the rise of e-commerce, many mall goers still prefer the tactile and immediate satisfaction of buying products in person— especially when they can walk out with their purchases the same day.
Mall Goers' Black Friday Spending Expectations
When it comes to spending, mall goers anticipate splurging significantly more than the average shopper. Over a third (36%) of them expect to spend £200 or more on Black Friday, making them 29% more likely to do so than the national average. This higher spending tendency reflects both their enthusiasm for deals and their planned approach to making the most of the event.
Top Categories for Black Friday Purchases Among Mall Goers
Mall goers show a clear preference for certain product categories during Black Friday, with some items standing out more than others. Electronics top the list, with 67% of mall goers indicating they plan to spend in this category — 12% higher than the national norm. Big-ticket electronics such as televisions, laptops, and gaming consoles often see the steepest discounts, making them popular choices for mall shoppers.
Clothing comes in second, with 59% of mall goers planning to buy apparel, aligning with the national average. However, mall goers show a strong affinity for personal luxury items as well, with 33% planning to spend on fragrances (+14% above the norm) and the same percentage opting for jewelry or watches, which is a massive 32% above the national norm.
Other notable categories include:
Toys: 32% of mall goers plan to spend in this category, matching the national average.
Phones: 27% plan to buy phones, 22% more likely than the general population.
Sporting Goods: 20% of mall goers show interest in sporting equipment, 43% more likely than average.
Makeup: 20% of mall goers plan to purchase beauty products, which is 25% higher than the norm.
Conclusion
Mall goers represent a unique segment of Black Friday shoppers — driven by excitement, strategy, and a preference for in-store experiences. Their higher spending expectations and inclination to make purchases across a broad range of categories, from electronics to luxury items, set them apart from the general shopping population.