• by Ray Schultz , September 29, 2022

U.S. shoppers will welcome emails from brands approaching Black Friday and Cyber Monday, according to the 2022 Consumer Insights Report, a study by Wunderkind.

Of the consumers polled, 66% receive emails from brands encouraging them to take advantage of Black Friday and Cyber Monday deals, and 62.8% want to be reminded of those sales by email. 

In addition, 58.6% usually learn about their favorite brands’ deals through email.  

This is happening as 71% plan to shop online during both days. And 56$ plan to browse online.

But there is a gender divide when it comes to spending levels. Of the females polled, 47.1% expect to spend less on gifts than they did last season. But 48.2% of males plan to spend more. 

Moreover, 44.5% of 18- to-24-year-olds will spend more, as will 45% of 25- to-34 year-olds. But 48% of 45- to-54-year-olds will spend less. So will 59.8% of 55- to-64-year-olds. 

The main factors driving purchases are: 

• Price — 83.2%
• Availability — 54.4%
• Brand values — 31%
• Delivery window — 23.8%

• Clothes and shoes — 65.7%
• Gift cards — 51% 
• Tech goods — 49.8% 
• Video games — 44.6%

Values are important: 42.8% consider a brand’s position on sustainability, 37..8% on fair wages and 36.4% on diversity/inclusion. 

Wunderkind surveyed 500 consumers in the U.S., the U.K., Canada and the Netherlands. This report specifically covers U.S. consumers.