IDEAS home Printed from https://ideas.repec.org/a/taf/rgfmxx/v6y2015i4p292-302.html
   My bibliography  Save this article

The motives, characteristics and experiences of US Black Friday shoppers

Author

Listed:
  • Hyun Ju Kwon
  • Thomas M. Brinthaupt

Abstract

Despite the popularity of Black Friday (BF) shopping, there is surprisingly little research on shoppers' Black Friday motivations, characteristics, experiences and behaviors. The purpose of this study was to examine a broad range of Black Friday shopping behaviors and experiences, as well as the relationships between Black Friday shoppers' motivations and experiences. In this study, we collected data from consumers who did and did not participate in BF shopping during the most recent holiday season. As expected, compared to non-shoppers, Black Friday shoppers reported higher levels of hedonic shopping motivations. In particular, Black Friday shoppers appear to be especially attracted to experiences of pleasurable shopping emotions and the BF holiday may be particularly good at stimulating and satisfying those emotions. In addition, Black Friday shoppers with more positive experiences reported more extensive shopping behaviors and reported shopping for products that were similar to those products that they shop for on a regular monthly basis. Although the participants were primarily college-aged, examining these measures with a greater age range would also be worthwhile. We discuss the implications of our results for online shopping, other seasonal shopping events and cross-cultural differences. Implications for retailer marketing strategies are also discussed.

Suggested Citation

  • Hyun Ju Kwon & Thomas M. Brinthaupt, 2015. "The motives, characteristics and experiences of US Black Friday shoppers," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 6(4), pages 292-302, October.
    • Handle: RePEc:taf:rgfmxx:v:6:y:2015:i:4:p:292-302
    DOI: 10.1080/20932685.2015.1070681
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/20932685.2015.1070681
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/20932685.2015.1070681?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tianshi Li & Wenli Li & Yuqing Zhao & Jingpei Ma, 2023. "Rationality manipulation during consumer decision-making process: an analysis of Alibaba’s online shopping carnival," Electronic Commerce Research, Springer, vol. 23(1), pages 331-364, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rgfmxx:v:6:y:2015:i:4:p:292-302. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rgfm .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.