The psychology of Black Friday customers

Black Friday is the Super Bowl of shopping. It’s that one day (well, it’s technically more of a weekend now) when people worldwide lose their minds over incredible deals and discounts. Use this time wisely to prepare your online shop for Black Friday.

How to fulfill Black Friday customers’ needs?

Who exactly are the Black Friday customers? What drives them to fill their online carts and click ‘buy’ with such gusto? Let’s get into the psychology of the Black Friday customer and what e-commerce brands can do about it.

The thrill of the hunt

Black Friday is a sport for some shoppers. It’s all about the thrill of hunting for the best deals. Thrill-seekers meticulously plan by researching ads, signing up for newsletters, and downloading apps for early access. Brands can engage these early birds with sneak peeks, early bird discounts, and exclusive app-only deals.

Once the sale starts, it’s go-time. Shoppers swiftly add items to their cart and checkout. That’s why brands must ensure website and app stability, providing real-time stock updates, and offering a seamless checkout.

The fear of missing out (FOMO)

FOMO is not just a buzzword; it’s a genuine psychological phenomenon that drives behavior. On Black Friday, this manifests as the fear of missing out on the best deals and can drive impulsive purchases. 

When a product is popular, it creates a sense of urgency. “Everyone else is buying it, so it must be good, and I need to get it before it’s gone.” Brands can tap into this by showcasing best sellers, customer reviews, and social proof. 

Low stock levels can also drive a sense of urgency. If there are only a few items left, it triggers a fear of missing out, and shoppers are more likely to make a quick decision.

The desire for value

Value is a crucial driver for Black Friday customers. It’s not just about the lowest price; it’s about getting the most bang for their buck. So, it’s not just about the price; it’s about what you get for the price. Shoppers are looking for deals that provide the most value for their money. Brands can highlight this by showcasing the original price, the discounted price, and the total savings. This helps shoppers perceive the value of the deal.

The joy of giving

Black Friday isn’t just about snagging deals for oneself; it also marks the beginning of the holiday shopping season. The act of giving gifts to loved ones brings immense joy to many shoppers. 

Selecting a gift involves thought and consideration. It’s not just about the price or the item, but about the message it conveys to the recipient. Brands can facilitate this by offering gift guides, categorizing products by recipient type (e.g., for parents, for partners, for kids), and suggesting personalized items. Think about offering options for direct shipping to the recipient, and including a return policy that makes exchanges hassle-free for the recipient.

The need for convenience

The journey starts with browsing. A mobile-friendly interface, easy navigation, and fast loading times are essential for a smooth browsing experience. Brands can optimize this by ensuring their website and app are optimized for mobile devices, organizing products in intuitive categories, and providing robust search and filter options.

Once shoppers have found what they’re looking for, the checkout process should be quick and easy. Multiple payment options, the ability to save payment details for future purchases, and a clear summary of the order can enhance the checkout experience.

The pursuit of status

For some Black Friday customers, status matters. Owning premium products and luxury brands is a way for many people to signal their status to others. And getting those coveted items at a discount? Even better.

Getting a luxury item at a discount not only signals status but also savvy shopping skills. “I got this amazing item, and I got it at a great price.” Brands can facilitate this by making it easy to share the purchase on social media, and by offering referral discounts for sharing the platform with friends and family.

The ending note

Understanding the psychology of Black Friday customers is crucial for e-commerce brands to create effective strategies and optimize the shopping experience. It’s time to maximize customer satisfaction and drive sales!