The Black Friday shopping craze has been embraced by Irish consumers with many saying they are on the lookout for the best deals on offer, particularly electronic goods and fashion. Research by PML Group points to the shopping intentions of Dubliners on Black Friday. The study found that 40 per cent of Dublin adults will shop in this year’s Black Friday sale.
As many as 93 per cent of 25-34-year olds said they were likely to shop on Black Friday with over half “definitely shopping for deals”. Only 17 per cent of Dubliners do not intend to shop. Of those who will be shopping on Friday, November 29, electronics and fashion generated the most interest from shoppers at 63 per cent and 55 per cent respectively.
Men are 20 per cent more likely than women to buy electronics and women a quarter more likely to buy fashion items. Niamh Manning, marketing executive at PML Group, said Black Friday is now a permanent and lucrative fixture in the Irish calendar. Out of home (OOH) has seen a huge increase in the number of brands advertising Black Friday deals.
Manning said OOH lends itself to ‘right time’ ads and brands can entice audiences with their OOH communications, informing audiences of deals and ultimately influencing purchases. OOH is also the most effective offline medium in driving online activity offering brands a link between the real world and online activity of their customers.
Pictured are Littlewoods’ Black Friday OOH ads in Dublin’s Connolly Station