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%
Their favorite product categories are:
- 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.