Posted on November 27, 2013
The Black Friday and Cyber Monday shopping extravaganza has become something of a cultural institution for Americans, but Americans of different cultural backgrounds have been approaching our annual parade of discount deals somewhat differently.
Nielsen recently took a deeper look at the demographic data underpinning holiday bargain shopping, specifically breaking out trends among different multicultural groups. You can check out the research firm’s findings in the infographic below.
“Asian-Americans, for example, spent nearly 40 percent more time visiting kids/games/toys sites on Black Friday in 2012 than in 2011, the only group to do so. Hispanics were the only ones to spend more time on wireless sites on Black Friday in 2012 (11 percent), and African-Americans saw the largest increase in time spent browsing coupons/rewards sites (16 percent),” Nielsen reported.
Cyber Monday shopping became more popular with Hispanic and African-American consumers between 2011 and 2012, Nielsen added, while by contrast, Asian-American and Caucasian consumers polled by the research firm said their Cyber Monday shopping habits hadn’t changed much during that time period.
Nielsen found that Cyber Monday shopping by Hispanic consumers grew the most among identified cultural groups from 2011 to 2012, with visits to retail sites increasing 32 percent year over year and time spent on consumer electronics sites on the Monday following Thanksgiving growing 14 percent.
African-American respondents also demonstrated an increased interest in Cyber Monday deals, with a 19 percent jump in retail site visits from 2011 to 2012, and a 6 percent increase in time spent on consumer electronics sites.
Meanwhile, an earlier report by Nielsen outlines how Black Friday and Cyber Monday shopping has become “blurred” over the past four years.
The research firm’s latest survey on consumers’ shopping agenda for the period following Thanksgiving indicates that more people than ever plan to skip Black Friday, often in favor of looking for bargains on Cyber Monday.
“Only 13 percent of respondents plan to shop in physical stores this Black Friday, down from 17 percent in 2012. This is part of a four-year downward trend, where consumers report a declining interest in Black Friday shopping,” Nielsen said.
As noted, this finding reflects a Black Friday-avoiding trend dating back to 2010, when 80 percent of consumers polled by Nielsen said they wouldn’t be shopping on the day after Thanksgiving. That number rose to 82 percent in 2011, stayed about the same in 2012, and grew to 85 percent in the latest consumer survey conducted ahead of this year’s Black Friday-Cyber Monday season.