Nearly a quarter of first-time Black Friday shoppers will buy from brands again in 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 04, 2019, 2:29 PM UTC

First-time buyers made 54% of Black Friday 2019 purchases.

This piece states that 32% of shoppers planned their purchases up to two weeks in advance during this holiday season. Nearly a quarter of first-time buyers in the Black Friday sales will buy from retailers again in 108 days, leaving businesses with the “opportunity” to find repeat customers.

22% of Black Friday 2018 customers became repeat customers within an average of 108 days after their initial purchase. This year, footwear retailers saw the largest percentage of first-time buyers, which was followed by Jewellery, Technology and Home retailers.

The study looked at buying patterns and purchases from 158 retail brands across different categories. Bluecore’s CEO and Co-founder Fayez Mohamood said that retailers should see Black Friday sales as an opportunity to “meet new customers and keep them for life.”

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