GENDER BASED SHOPPING AND CONSUMER PURCHASING: “SALE ENDS TODAY”

Forfattere

  • Barbara A. Manko PhD, Gannon University, Erie, PA, USA
  • Susheel Tom Jose Gannon University, Erie, PA, USA

DOI:

https://doi.org/10.46827/ejmms.v7i4.1299

Nøgleord:

Black Friday, Cyber Monday, digital advertising, shopping experience, big data, marketing analytics, price discount

Resumé

This paper analyzes gender-based shopping and consumer purchasing patterns during Black Friday sales. Black Friday is one of the most popular shopping days around the globe, especially in the United States where Black Friday falls on the day after Thanksgiving. Its popularity has been growing since 2005. Black Friday deals are becoming popular in more than just the United States; they are also popular in Europe and Latin America. This study focuses on gender-based buying habits, how Black Friday shopping differs from other types of shopping, and what kinds of merchandise are most popular during the holiday season and as well as online and in-person shopping trends among customers. In order to support my study, this research paper is based on statistical findings from Finder.com, Financesonline.com, Adobe Analytics and the National Retail Federation.

 

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Forfatterbiografier

  • Barbara A. Manko, PhD, Gannon University, Erie, PA, USA

    Dr. Barbara A. Manko currently teaches graduate-level courses in the MBA Business Analytics Program at Gannon University in Erie, PA, USA. She earned her Doctor of Science in Information Systems and Communications.

  • Susheel Tom Jose, Gannon University, Erie, PA, USA

    Susheel Tom Jose earned his BA and MA from Mangalore University in India. He is now pursuing an MBA in Business Analytics at Gannon University in Erie, PA, USA.

Referencer

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Eira, A. (2021, February 9). 78 Black Friday statistics you must read: 2020/2021 market share & data analysis. Financesonline.com. Retrieved December 11, 2021, from https://financesonline.com/black-friday-statistics/#:~:text=Black%20Friday%20Sales%20Statistics%20Black%20Friday%202020%20came,of%20about%2022%25%20YoY%20to%20around%20%249%20billion.

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Girdler-Maslen, B. (2021, October 22). When is black Friday 2021? Key dates, deals and retailers to shop. T3. Retrieved December 11, 2021, from https://www.t3.com/us/news/when-is-black-friday-2021-dates-deals-and-retailers.

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Laycock, L. & Choi, C. (2021, November 8). Black Friday statistics 2021. Finder.com. Retrieved December 11, 2021, from https://www.finder.com/black-friday-statistics#:~:text=While%20approximately%2087%25%20of%20each%20gender%20population%20are,do%20men%20and%20women%20spend%20on%20Black%20Friday%3F.

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Shand, M. (2021, November 17). Black Friday shopping trends for 2021: Consumer excitement for cyber week shopping. BlackFriday.com. Retrieved December 11, 2021, from https://blackfriday.com/news/black-friday-shopping-trends-for-2021.

Sheehan, D., Hardesty, D. M., Ziegler, A. H., & Chen, H. (. (2019). Consumer reactions to price discounts across online shopping experiences. Journal of Retailing and Consumer Services, 51, 129-138. https://doi.org/10.1016/j.jretconser.2019.06.001

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Thomas, L. (2018, November 28). Black Friday pulled in a record $6.22 billion in online sales: Adobe Analytics. CNBC. Retrieved December 11, 2021, from https://www.cnbc.com/2018/11/24/black-friday-pulled-in-a-record-6point22-billion-in-online-sales-adobe.html.

What is Black Friday? TheBlackFriday.com. (n.d.). Retrieved December 7, 2021, from https://www.theblackfriday.com/what-is-black-friday.shtml.

References for Figures

Figure 1:

Girdler-Maslen, B. (2021, October 22). When is Black Friday 2021? Key dates, deals and retailers to shop. T3. Retrieved from https://www.t3.com/news/when-is-black-friday-2021-dates-deals-and-retailers

Figure 2:

Shand, M. (2021, November 17). Black Friday shopping trends for 2021: Consumer excitement for cyber week shopping. BlackFriday.com. Retrieved from https://blackfriday.com/news/black-friday-shopping-trends-for-2021?amp=true

Figure 3:

Laycock, R. & Choi C. (2021, November 8). Black Friday spending statistics 2021. finder.com. Retrieved from https://www.finder.com/black-friday-statistics

Figure 4:

Laycock, R. & Choi C. (2021, November 8). Black Friday spending statistics 2021. finder.com. Retrieved from https://www.finder.com/black-friday-statistics

Figure 5:

Laycock, R. & Choi C. (2021, November 8). Black Friday spending statistics 2021. finder.com. Retrieved from https://www.finder.com/black-friday-statistics

Figure 6:

Ouellette, C. (2022, January 7). Online shopping statistics you need to know in 2022. OptinMonster. Retrieved from https://optinmonster.com/online-shopping-statistics/

Figure 7:

Charlton, G. (2021, May 4). Black Friday ecommerce: Stats and trends. Ecommerce Guide. Retrieved from https://ecommerceguide.com/guides/black-friday-ecommerce-stats-and-trends/

Figure 8:

Hayes, A. (2022, February 25). Black Friday (Holiday Shopping). Investopedia. Retrieved from https://www.investopedia.com/terms/b/blackfriday.asp

Figure 9:

Hayes, A. (2022, February 25). Black Friday (Holiday Shopping). Investopedia. Retrieved from https://www.investopedia.com/terms/b/blackfriday.asp

Figure 10:

V., A. (2022, May 27). Black Friday marketing tips and strategies for 2022. Hostinger Tutorials. Retrieved from https://www.hostinger.com/tutorials/black-friday-marketing

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Publiceret

2022-08-08

Nummer

Årg. 7 Nr. 4 (2022)

Sektion

Articles