When it comes to marketing, online and Facebook ads hold highest recall among shoppers
Characterised by steep, ‘must-grab’ discounts and offers, seasonal shopping events have undeniably disrupted traditional holiday shopping. As we approach one of the biggest shopping events of the year, Black Friday, data from YouGov RealTime Omnibus sheds light on shopping behaviour among shoppers in Australia.
Among those who have previously shopped over the season (42%), consumer electronics and tech products emerged as the most popular product category shoppers would look to purchase during Black Friday sales (60%). This was followed by fashion apparel, which half of consumers said they would consider for purchase (50%).
One in five said they scout for home decoration or furniture purchases (41%) and personal care or beauty products (40%), while roughly a third look for deals on games and toys (34%) and jewellery or accessories (32%).
Of lesser interest were groceries (28%), books and stationery (25%), and sports goods (25%).
The survey also revealed that the largest proportion of shoppers typically spend $101 to $500 during Black Friday sales, with two in five saying they spend that amount (40%). One in six spend between $51 and $100 (17%).
At the other end of the spectrum, a quarter said they typically spend between $501 and $1,000 (24%), while just over one in twenty spend even more than that (7%).
How then, can marketers reach audiences as we approach the major shopping event? When asked where they recall seeing Black Friday advertisements in the past, online advertisements appear to have made the biggest impression, with close to half recalling seeing ads there (46%).
Facebook (40%) and TV (39%) were the advertising channels with next highest recall (39%), followed by social media advertising on YouTube (32%) and Instagram (31%).
Next came advertisements or notifications from shopping apps or sites (30%). Word of mouth was recalled by a comparable proportion of shoppers (28%).
Around one in five recalled traditional advertising on radio (20%), TikTok (18%), and offline platforms like billboards, newspapers, buses, and trains (17%). Twitter advertisements had the lowest recall at just 15%.
Methodology:
YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online in September 2022, with a nationally representative sample of 1,035 adults in Australia (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, and region to be representative of all adults in Australia (18 years or older), and reflect the latest Australian Bureau of Statistics (ABS) population estimates. Learn more about YouGov RealTime Omnibus.
