Shopper Marketing - January 2016 - 10


EDITORIAL

A Friday of Reckoning
M
y wife and I didn't feel the need to go
Black Friday shopping this year. And
apparently, we weren't the only ones who
stayed home. I think we all can thank e-commerce for this most welcome change in shopping behavior.
While I wouldn't quite conclude that Black
Friday - the biggest sales day of the year by
far - is on life support, I might suggest that
we think about getting it a heart monitor.
Maybe we can buy one on Amazon.com.
Retail researcher ShopperTrak estimates that
year-to-year sales at brick-and-mortar stores
dropped 10.4% during Black Friday weekend
- which, despite the efforts of more than a few
retailers, still annoyingly includes Thanksgiving Day. In covering this downturn, the mainstream media understandably focused on the
fact that concurrent e-commerce sales rose,
with Adobe reporting lifts of 22% on Thanksgiving and 14% on Black Friday.
But it's equally important to note that this
semi-nosedive in the day's brick-and-mortar
sales didn't lead ShopperTrak to downgrade
its overall sales forecast for the 2016 holiday
season (which, to be clear, already was a fairly
modest 2.4%). Why? Because brick-and-mortar sales before Black Friday had been tracking higher than last year and are expected to
continue apace. People are still shopping, just
more on their own terms than before.
"Fewer visits on [Thanksgiving and Black
Friday] reinforce the trend we've seen

10

y SHOPPER MARKETING JANUARY 2016

throughout the year, in which shoppers are
researching products ahead of time, targeting
their store visits, and arriving in-store with the
intention of making a purchase," ShopperTrak
chief revenue officer Kevin Kearns said when
the company released its holiday sales figures.
Let's hear it for smarter shoppers. There
isn't a single person out there who has actually wanted to wake up at a ridiculous hour,
endure bad weather and even worse tempers
to wait on long lines, and then battle (literally
in some cases) to get a few heavily discounted
products into their carts before a locust-like
swarm of shoppers cleaned out the inventory.
They've been compelled to do so, driven by
the promise of extreme, one-time-only deals.
Black Friday has always been the antithesis
of shopper marketing, driven purely by retail
competition, a game of one-upmanship that
ultimately even encroached on a national
holiday, for crying out loud. Rather than catering to natural shopper behavior and inherent consumer need, it forced unwelcome
(and largely unnatural) behaviors upon us.
Instead of eliminating purchase barriers, it
created a series of complicated obstacles -
times, lines, limited quantities, that jerk who
just stole something from your cart - that had
to be overcome.
So the surprise this holiday season isn't just
that shoppers are taking control - because
they have been for a while now, which is what
makes shopper marketing so vital to future


http://www.Amazon.com

Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
Shopper Marketing - January 2016 - 9
Shopper Marketing - January 2016 - 10
Shopper Marketing - January 2016 - 11
Shopper Marketing - January 2016 - 12
Shopper Marketing - January 2016 - 13
Shopper Marketing - January 2016 - 14
Shopper Marketing - January 2016 - 15
Shopper Marketing - January 2016 - 16
Shopper Marketing - January 2016 - 17
Shopper Marketing - January 2016 - 18
Shopper Marketing - January 2016 - 19
Shopper Marketing - January 2016 - 20
Shopper Marketing - January 2016 - 21
Shopper Marketing - January 2016 - 22
Shopper Marketing - January 2016 - 23
Shopper Marketing - January 2016 - 24
Shopper Marketing - January 2016 - 25
Shopper Marketing - January 2016 - 26
Shopper Marketing - January 2016 - 27
Shopper Marketing - January 2016 - 28
Shopper Marketing - January 2016 - 29
Shopper Marketing - January 2016 - 30
Shopper Marketing - January 2016 - 31
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Shopper Marketing - January 2016 - 33
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Shopper Marketing - January 2016 - 36
Shopper Marketing - January 2016 - 37
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Shopper Marketing - January 2016 - 40
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Shopper Marketing - January 2016 - 42
Shopper Marketing - January 2016 - 43
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Shopper Marketing - January 2016 - 55
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Shopper Marketing - January 2016 - 60
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