Credit: Getty Images by Gustavo Caballero How are consumers feeling about Black Friday 2018? According to research that Periscope By McKinsey recently conducted , more than 70 percent of consumers surveyed in the U.S., U.K., Germany and Canada plan to participate in this highly anticipated shopping event. The research explored how consumers planned to shop, what they intended to buy, how much they expected to spend, and whether they would be heading in-store or online to make their purchases. Highlights from the findings follow: What Motivates Shoppers? Asked to evaluate the top motivational factors for participating in Black Friday, 54 percent or more of consumers in all countries surveyed said taking advantage of steep discounts was their primary reason. The opportunity to encounter unique “one off” promotions was the second most motivating factor, followed closely by making Christmas gift purchases. Looking at other factors, the results shine a light on how a growing number of shoppers have come to welcome and expect personalized messages and offers for Black Friday. European consumers are almost twice as interested in receiving personalized offers than their North America counterparts. Twenty-two percent of German and 21 percent of U.K. shoppers listed personalized messages as being a key consideration for them, while 14 percent of U.S. and 11 percent of Canadian shoppers highlighted this as being an important motivational factor. By comparison, just over 4 percent of both U.S. and U.K. respondents to our 2017 survey said personalized Black Friday offers motivate them, showing a growing interest in these types of messages. In What Categories and Through Which Channels do Consumers Intend to Shop? Clothing was the top category on consumer shopping lists in all countries surveyed, with consumer electronics in second place. While online leads strongly as the primary method consumers plan to use […]