Almost half of online shoppers already know what they intend to buy during major shopping events such as Black Friday, Cyber Monday and Christmas, suggesting retailers should place greater emphasis on anticipating existing demand rather than relying on promotions and digital channels to generate additional purchases.
Online YouGov research of over 2000 UK adults who shop online, commissioned by retail fulfilment specialist Paxon, found that 47% mainly purchase products they had already planned to buy during these events.
The research also points to the limited influence of social media and AI recommendations on additional purchases. Less than one in ten (9%) shoppers say social media encourages them to add extra items to their basket, while only 5% say AI recommendations encourage them to consider different products. Similarly, only 5% say both AI and social media regularly introduce them to products they had not intended to purchase.
Meanwhile, more than one in five (21%) say neither AI nor social media significantly influences their shopping decisions. The findings suggest retailers need to look beyond promotional activity and focus on understanding what customers are already considering buying.
The need for accurate, near real-time demand signals becomes particularly important during ‘Stockurday’ – the operational crunch point on the Saturday between Black Friday and Cyber Monday. Retailers must manage the fulfilment and dispatch of Black Friday orders while simultaneously receiving, allocating and positioning inventory ahead of the next wave of Cyber Monday demand.
Scanlon added:
The post Almost Half of Shoppers Plan Black Friday Purchases in Advance, with AI and Social Media Having Limited Influence on Buying Behaviour appeared first on 365 Retail – Retail News and Events.
