Source: Lee, J., Kim, M., & Lennon, S. J. (2024). Black Friday shopping has moved online. Has BF misbehavior followed? Journal of Global Fashion Marketing, 1–19. https://doi.org/10.1080/20932685.2024.2417301
The shift in Black Friday shopping from physical to digital has introduced a novel set of obstacles and prospects for consumers and retailers. This investigation provides some useful ways of understanding consumer behavior in its adaptation to an online environment.
The Digital Shift
Black Friday has experienced a profound transformation, with more than 90 million individuals selecting an online channel as their method of purchase. This is in stark contrast to the mere 76 million who decided to enter a physical store. Online spending set an impressive record of nearly $10 billion, marking a 7.5% upsurge from the previous year.
Understanding Consumer Behavior
Emotions
Perceived injustice during online shopping is known to have a direct effect of triggering negative emotions, which can give rise to vindictive behaviors. These emotional states are particularly salient during heightened shopping occasions such as Black Friday.
Reactions
Two main types of vindictive reactions take root online:
* Exit behavior (switching to other retailers)
* Revenge behavior (actions intended to damage the retailer's reputation)
Gender
The study has revealed that there are many significant disparities between how men and women deal with shopping online when it's frustrating. Men tend to demonstrate more extreme reactions, and, when they react, are likely to choose vindictive responses. Women tend to respond in a more tempered fashion.
Practical Implications
For Retailers
Use clear inventory updates.
Maintain clear and simple pricing.
Engage in regular and consistent comms.
Immediately offer choices when something is out of stock.
Develop response strategies tailored to each gender.
For Consumers
Be mindful of your own emotional triggers while shopping online.
Think through the long-term consequences prior to choosing vindictive responses.
Be direct about communicating your concerns with retailers.
Always have backup options at the ready for the things you're after.
Future
As online shopping continues to expand, retailers are going to have to adjust their strategies by:
Managing any perceived inequity.
Handling stockout situations skillfully.
Generating approaches that focus on specific consumer segments.
Building lasting customer relationships through transparent means.
The transformation in Black Friday is indicative of an important shift in retail, which requires retailers and consumers to both adapt to the digital, while also working to foster good shopping experiences.
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