Over a third of adults in the Republic of Ireland claim to have made a purchase around Black Friday. That is considerably more than buy around Amazon Prime Day (17%), Halloween (13%), or ‘back-to-school’ time (18%).
The proportion of adults who make Black Friday purchases has also been climbing in recent years, reaching 36% today (1.5 million adults). This figure is slightly higher than the equivalent in Northern Ireland (34%), but far higher than the 21% of British consumers who claim to spend on Black Friday.
Growing proportion of Irish adults claim to make Black Friday purchases
Whilst about half of those in the Republic of Ireland who say they make Black Friday purchases claim to spend under €100, 16% of them (almost quarter of a million adults) spend €250 or more on the occasion.
Perhaps not coincidentally, those spending at least €250 on Black Friday are two-thirds more likely than the average adult to say they buy for more than 15 people at Christmas and are 32% more likely to say they start their Christmas shopping between July and August. Clearly for many of them Black Friday represents an opportunity to get ahead on their Christmas shopping by grabbing some deals that help to keep the gifting cost burden down.
Black Friday shoppers - key geodemographic targets
The MOSAIC geodemographic groups available on Republic of Ireland TGI reveal that, in particular, more urban-orientated groups are likely to engage with Black Friday. ‘City Achievers’, ‘Suburban Success’ and ‘Urban Starters’ are all over 30% more likely than the average adult to make Black Friday purchases. As such, targeting those in these geodemographic groups where they live can represent an efficient way of engaging Black Friday shoppers.
In addition, the ‘City Achievers’ are a third more likely than the average Black Friday shopper to spend €250 or more. We can refine these high spenders even more by exploring the MOSAIC types within the ‘City Achievers’ group. This reveals that ‘Millennial Renters’ are well over twice as likely as the average Black Friday shopper to spend at least €250.
When it comes to the attitudes of high spending (€250+) Black Friday shoppers in Ireland, TGI shows they are particularly likely compared to the average Black Friday shopper to be engaged and influenced by media and advertising, thus representing a particularly attractive target for many marketers.
Key media to engage Black Friday shoppers
When it comes to media, these high Black Friday spenders are particularly likely to be amongst the heaviest 20% of consumers of internet, gaming and outdoor media. On the internet they are 41% more likely than the average Black Friday shopper to claim to make a purchase online more than once a week.
