Newspaper Inserts Essential to 8 in 10 Black Friday Shoppers
December 6, 2013 -- According to the 2013 Christmas & Holiday Shopping Forecast released by America's Research Group and Inmar, almost three-quarters of shoppers spent part of at least one day on Thanksgiving, Black Friday or the holiday weekend in retail stores.
While unplanned purchases were not uncommon among respondents, the majority of shoppers came to the stores having done their homework -- and newspaper inserts were key.
Insert use in the pre-trip planning process used by holiday shoppers:
78% of shoppers reported studying the inserts in the Thanksgiving Day newspaper
93% of those who examined inserts said they found them helpful
58% of those who looked at inserts took them to the store.
Nearly 20% of shoppers report spending $750-$2,500 on Thanksgiving and Black Friday.
About: The ARG/Inmar research consisted of 1,000 telephone interviews conducted November 29 - December 1, 2013. The error factor is +/- 3.8 percent.
Source: PRWeb, America’s Research Group and Inmar Holiday Shopping Survey Results Show “Black Friday” Entrenched as Seasonal Retail Ritual, December 6, 2013.