{"id":207703,"date":"2025-09-23T12:39:11","date_gmt":"2025-09-23T10:39:11","guid":{"rendered":"https:\/\/spotler.com\/blog\/the-5-types-of-black-friday-customers"},"modified":"2026-01-27T21:02:32","modified_gmt":"2026-01-27T20:02:32","slug":"the-5-types-of-black-friday-customers","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-au\/blog\/the-5-types-of-black-friday-customers","title":{"rendered":"The 5 types of Black Friday customers \u2013 and how to respond to each"},"content":{"rendered":"<p><strong>Do you remember the Friends episode with the wedding dress outlet shop? Monica, Rachel and Phoebe join a crowd of deal-hungry brides at a one-day sale. While most of the shoppers are just after a bargain, our heroines have a plan to find and acquire one very specific wedding dress. They found the original in an upscale boutique, but they\u2019re convinced they\u2019ll find it cheaper.&nbsp;<\/strong><\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"434\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-weddingdresses.webp\" alt=\"\" class=\"wp-image-189316\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-weddingdresses.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-weddingdresses-300x169.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-weddingdresses-768x433.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-weddingdresses-767x432.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-weddingdresses-337x190.webp 337w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-weddingdresses-44x25.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><figcaption class=\"wp-element-caption\"><em>Friends episode &#8216;The One with the Cheap Wedding Dress&#8217; | \u00a9 Warner Bros<\/em><\/figcaption><\/figure>\n<\/div>\n<p>Black Friday is no different; not everyone who visits your website is there for the same reason. No matter what you sell, be on the lookout for these 5 types of shopper:&nbsp;<\/p>\n<ul class=\"wp-block-list\">\n<li><a href=\"#deal-hunters\">Deal Hunters<\/a><\/li>\n<li><a href=\"#impulse-buyers\" data-type=\"internal\" data-id=\"#impulse-buyers\">Impulse Buyers<\/a><\/li>\n<li><a href=\"#loyalists\" data-type=\"internal\" data-id=\"#loyalists\">Loyalists<\/a><\/li>\n<li><a href=\"#researchers\" data-type=\"internal\" data-id=\"#researchers\">Researchers<\/a><\/li>\n<li><a href=\"#gift-givers\" data-type=\"internal\" data-id=\"#gift-givers\">Gift-Givers<\/a><\/li>\n<\/ul>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"the-5-types-of-black-friday-shoppers\">The 5 Types of Black Friday Shoppers<\/h2>\n<div style=\"height:5px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" id=\"deal-hunters\">Deal Hunters<\/h3>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"350\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thedealhunter.webp\" alt=\"\" class=\"wp-image-189281\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thedealhunter.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thedealhunter-300x136.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thedealhunter-768x349.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thedealhunter-767x349.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thedealhunter-418x190.webp 418w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thedealhunter-140x65.webp 140w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thedealhunter-44x20.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n<p>These shoppers know what they want; they\u2019ve got a wishlist somewhere and they want to tick off items as cheaply as possible.<\/p>\n<p>A good way to attract this group is to flag exactly how much they\u2019re saving. \u201cWas \u00a3xx, Now \u00a3yy\u201d pricing labels make it easy for them to see that you\u2019re offering a genuine deal in a way that\u2019s easy to judge.<\/p>\n<p>If you\u2019re tracking website visitors clearly, you\u2019ll know a Deal Hunter when they repeatedly land on 1 specific product page multiple times, but don\u2019t buy. They\u2019re checking out your regular price, and they\u2019re ready to swoop when it\u2019s the best deal.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" id=\"impulse-buyers\">Impulse Buyers<\/h3>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"350\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theimpulsebuyer.webp\" alt=\"\" class=\"wp-image-189295\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theimpulsebuyer.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theimpulsebuyer-300x136.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theimpulsebuyer-768x349.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theimpulsebuyer-767x349.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theimpulsebuyer-418x190.webp 418w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theimpulsebuyer-140x65.webp 140w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theimpulsebuyer-44x20.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n<p>Probably the first people that come to mind when you think of Black Friday shoppers. Their signature call is \u201cTreat yourself!\u201d<\/p>\n<p>Capturing this audience requires a broad strategy; eye-catching visuals across as many products as possible. A \u201cyou might also like\u201d block on your product pages can be very effective. The goal is to keep them on your website for as long as possible, to make the most of their attention while you have it, because it won\u2019t last long.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" id=\"loyalists\">Loyalists<\/h3>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"350\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theloyalist.webp\" alt=\"\" class=\"wp-image-189302\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theloyalist.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theloyalist-300x136.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theloyalist-768x349.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theloyalist-767x349.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theloyalist-418x190.webp 418w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theloyalist-140x65.webp 140w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theloyalist-44x20.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n<p>The marketers favourite. They\u2019ll come straight to your door on Black Friday. They\u2019ve bought from you before and liked what they saw enough to do so again.<\/p>\n<p>However, the worst thing you can do is to take this group for granted. If nothing else, you\u2019ve worked hard to get them to this stage, so you don\u2019t want that effort to have been for nothing.<\/p>\n<p>Serving this group means a little VIP sparkle. You could grant them access to your Black Friday deals earlier than everybody else or run a specific discount just for them.<\/p>\n<p>It\u2019s important to be clear about what they\u2019re getting for their loyalty. Starting an email with \u201cHey there Favourite Customer\u201d and then offering the same sales as to non-loyalists isn\u2019t going to cut it.<\/p>\n<p>Roll out every personalisation tool you have; make use of purchase history, feedback, and everything else you know about these people to make your emails feel like a 1-on-1 conversation.<\/p>\n<p>This should also carry over to your website; use a CDP like Spotler to <a href=\"https:\/\/spotler.com\/en-au\/commerce\/customer-data-platform\" data-type=\"link\" data-id=\"https:\/\/spotler.com\/commerce\/customer-data-platform\">put their favourite product front and centre<\/a> as soon as they land on your site.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" id=\"researchers\">Researchers<\/h3>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"350\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theresearcher.webp\" alt=\"\" class=\"wp-image-189309\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theresearcher.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theresearcher-300x136.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theresearcher-768x349.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theresearcher-767x349.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theresearcher-418x190.webp 418w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theresearcher-140x65.webp 140w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-theresearcher-44x20.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n<p>The ones with an eye for detail.<\/p>\n<p>Researchers have a lot in common with Deal Hunters; they\u2019re prepared to put in the effort to get <em>exactly<\/em> what they want out of Black Friday. The difference is that they go deeper; while a Deal Hunter will be looking for the air fryer at the best price, a Researcher is going for value.<\/p>\n<p>A Tefal air-fryer might be 15% more expensive than one from a Chinese brand they\u2019ve never heard of, but is it more reliable? If one cooks food quicker, but uses more electricity to do so, which do they choose?<\/p>\n<p>To win over Researchers, you need details. What does your product do, how does it do it, what <em>doesn\u2019t <\/em>it do? Of course, there\u2019s a fine balance between sufficient detail and information overload, so test various layouts for your product pages to see what works for your particular audience.<\/p>\n<p>Reviews are incredibly valuable for this audience. They\u2019ll have TrustPilot open alongside your website, they\u2019ll have multiple searches for \u201cIs [your brand] legit?\u201d, they\u2019ll scan your social media presence for comments from other customers.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" id=\"gift-givers\">Gift-Givers<\/h3>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"350\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thegiftgiver.webp\" alt=\"\" class=\"wp-image-189288\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thegiftgiver.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thegiftgiver-300x136.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thegiftgiver-768x349.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thegiftgiver-767x349.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thegiftgiver-418x190.webp 418w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thegiftgiver-140x65.webp 140w, https:\/\/spotler.com\/wp-content\/uploads\/2025\/09\/blog-blackfriday-5types-thegiftgiver-44x20.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n<p>In some ways the most interesting bunch. When people are giving gifts rather than shopping for themselves, a lot of what we say about building a clear profile of their interests doesn\u2019t really work.<\/p>\n<p>Your best chance of spotting these shoppers is a lot of activity with no obvious pattern. If you\u2019ve set up audiences for the other 4, you\u2019ll find these by elimination.<\/p>\n<p>You really need your <a href=\"https:\/\/spotler.com\/en-au\/commerce\/onsite-search-merchandising\" data-type=\"link\" data-id=\"https:\/\/spotler.com\/commerce\/onsite-search-merchandising\">site menus and search bar<\/a> to be up to scratch if you\u2019re going to serve Gift Givers effectively. They could go anywhere on your site; a running shirt for their sister, a tie for their grandad, socks for that uncle who never talks about his interests with anyone.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"which-types-are-in-your-audience\">Which Types are in your audience?<\/h2>\n<p>While you can almost certainly expect a jump in site visits and revenue over Black Friday no matter what you do, you\u2019ll gain the most value by understanding and addressing these different subsets of your audience.<\/p>\n<p>Whatever you do, don\u2019t try to pull the wool over people\u2019s eyes. In 2024, consumer advice site <em>Which?<\/em> found that <a href=\"https:\/\/www.which.co.uk\/news\/article\/black-friday-deals-exposed-as-duds-aoK6u3j2suyu\" target=\"_blank\" rel=\"noreferrer noopener\">92% of Black Friday \u201cdeals\u201d were the same or worse<\/a> as prices at other times of the year. This simply erodes the trust you\u2019ve earned and can impact the effectiveness of all your future sales campaigns.<\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"are-you-black-friday-ready\">Are you Black Friday-ready?<\/h2>\n<p>The countdown to Black Friday 2025 has already begun. Get your website action-ready with <a href=\"https:\/\/spotler.com\/en-au\/commerce\/customer-data-platform\" data-type=\"page\" data-id=\"208388\">our Customer Data Platform<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Loyalists, Researchers, and Impulse Buyers are all after different things from you this Black Friday. Are you set up to give it to them?<\/p>\n","protected":false},"author":76,"featured_media":207705,"template":"","cat_industry":[2663,2673],"cat_topic":[2669,2674,2664,2666,2667],"class_list":["post-207703","blog","type-blog","status-publish","has-post-thumbnail","hentry","cat_industry-b2c-en-au","cat_industry-ecommerce-retail-en-au","cat_topic-crm-en-int","cat_topic-cdp-en-au","cat_topic-data-analytics-en-int","cat_topic-personalisation-en-int","cat_topic-strategy-en-int"],"acf":[],"_links":{"self":[{"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/blog\/207703","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/users\/76"}],"version-history":[{"count":3,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/blog\/207703\/revisions"}],"predecessor-version":[{"id":229536,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/blog\/207703\/revisions\/229536"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/media\/207705"}],"wp:attachment":[{"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/media?parent=207703"}],"wp:term":[{"taxonomy":"cat_industry","embeddable":true,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/cat_industry?post=207703"},{"taxonomy":"cat_topic","embeddable":true,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/cat_topic?post=207703"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}