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Four Shopper Types Retailers Need to Look Out for this Black Friday Season, Data Reveals

Key Buyer Profiles Identified to Help Retailers Better Understand, Target Consumers

NEW YORK – November 25, 2013 – Vision Critical, the leading provider of insight community technologies, today released four shopper types that retailers should look out for this Black Friday season. With the classification of these personas, retailers have a significant opportunity to target, understand and engage with each shopper type on an ongoing basis in order to continuously drive sales.

As Black Friday and Cyber Monday merge into a single sales event and with the growing popularity of shopping, couponing and social media activities on mobile devices, the purchasing habits, attitudes and preferences of consumers are quickly shifting. The following shopper types are an example of how retailers must continuously listen to their core customer base in order to understand their changing wants and needs.

black friday shopper types small picTo understand the fluctuating attitudes and behaviors of consumers, including their shopping habits, retailers need to maintain an ongoing dialogue with their target customers for insights. As a result, retailers can better know their buyers and cater to the group accordingly. Customer engagement technology, such as Vision Critical Insight Communities, enables retailers to engage with large groups of customers for feedback that helps them develop targeted products and services.


Modern Day Mom – Will shop in stores but loves her mobile coupons

Millennial Generation Shopper – Impulsively buys online while staying put

Mobile Tech Embracer – Also known as the in store mobile shopper

Single Cyber Male – Loves to shop online and spends just as much on himself

For a visually friendly version of the four shopper types, please check out the accompanying infographic above or here:


On November 8, 2013, Vision Critical conducted a survey using the company’s proprietary research panel, Springboard America, to measure the opinions and perceptions of 1,006 Americans, ages 18 and over through an online questionnaire to determine whether Americans planned on shopping during the upcoming Black Friday/Cyber Monday holiday sales event. The total sample size of this study yields a margin of error of +/- 3.1% 19 times out of 20. Data reported is based on Americans who plan on shopping this Black Friday and/or Cyber Monday. For complete survey methodology, including weighting variables, please contact