Set Your Alarm: Black Friday 2012

Ever wonder when the best days to go holiday shopping are? What about which retail categories are going to do well this year? All this and more in our conversations with SBC’s retail experts. Check back often for more.

Matt Wilson, General Manager and Partner

Do you think consumers will shop differently this year compared to last?
Consumers are smarter this year. News coverage of the real math behind deals during the stretch from Black Friday to December 24th have demonstrated that earlier shopping in the year will net better values. And retailers should not fear “showrooming” as much as they have in the past. A new Deloitte survey found that smartphone use in a store actually increases the likelihood of customers purchasing items at that store. In fact, roughly half of consumers surveyed said that the use of their smartphone for comparison influenced their decision FOR the store, not against. However, a third of consumers are using a third-party app to do the comparison shopping and general product searches…which has created an arms race for retailers to develop their own “price matching” apps. Good luck!

Becky Zeigler, VP/ Account Director

What retail categories do you expect to do well this year?
Retail categories that are expected to perform well due to consumers wanting a little escape from the problems of the day include women’s accessories, small leather goods, health and beauty, perfumes and home goods, as consumers are expected to host more parties this year to try to elevate their holiday mood. Early predictions are that electronics may not be as important as in past years due to saturation levels with tech savvy consumers.

Samantha Eubank, Senior Manager, Interactive Account Services

What is your favorite commercial of all time advertising the holidays? Why?
One of my most favorite and recent holiday commercials is Target’s “Christmas Champ” series. I loved how Target wasn’t afraid of pushing the envelope by exaggerating the persona of their shopper. No matter how many times I saw it, I never got tired of seeing that crazy lady running around in her track suit.

Allison Trickett, Associate Interactive Account Services Director

What trends are you looking forward to (shopping local, tablet and mobile use, showrooming, comparison shopping via mobile) and why?
I am really interested to see what retailers do for Cyber Monday this year. Every year, retailers find more and more ways to hook consumers with compelling offers and deals. Almost makes me want to wait and until Cyber Monday to start my holiday shopping … almost.