Study Shows Holiday Shoppers are Searching for More Than Deals

— Experience and Ritual Ranked as Motive to Shop Thanksgiving Weekend —

Dec 07, 2010, 09:00 ET from The Integer Group

DENVER, Dec. 7, 2010 /PRNewswire/ -- Black Friday is no longer just about savings, it's about the ritual that comes with the occasion itself. This was revealed in The Checkout, a newsletter that compiles data from the ongoing shopper experience study currently underway by The Integer Group ® and M/A/R/C ® Research.

Black Friday and Thanksgiving weekend shoppers have traditionally battled the crowds to get the best deal possible before the gift-giving holidays. While finding the best price may be an obvious driver, a not so obvious driver is the experience itself, with shoppers enjoying the ritual of getting up early with family and friends the morning after the holiday to share this once a year experience.

When it comes to holiday shopping, different channels see traffic based on shoppers' motivating factors, such as saving time—with these shoppers either buying prior to Black Friday (the early-bird) or waiting to buy online on Cyber Monday—resulting in a significant decline in online sales Thanksgiving weekend compared to the weeks following. Opposite that are electronic stores, showing the largest spike over Thanksgiving weekend with shoppers searching for "Thanksgiving weekend only" deals and a significant decline in the weeks following.

"Trust, over getting the best price, is most important to consumers when shopping electronic stores and clothing stores," said Craig Elston, senior vice president, Integer. "This is not a surprise considering these channels offer bigger ticket items and consumers are willing to pay more for quality and experience in these channels."

"Our study shows that department stores experience the largest spike among channels for 'last minute holiday shopping' with shoppers saying that they provide the widest variety among all the channels," said Randy Wahl, executive vice president, M/A/R/C Research. "Shoppers also say it's easy to find the things they need at department stores, which explains why this channel is popular among those saving shopping for the last minute."

Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed. The Checkout is available for download at Integer's blog or M/A/R/C's web site

About The Integer Group

The Integer Group ( is one of the world's largest promotional, retail, and shopper marketing agencies, and a key member of TBWA Worldwide. Integer lives at the Intersection of Branding and Selling® and creates strategic marketing solutions for clients in categories that include retail, beverage, packaged goods, telecommunications, home and shelter, automotive aftermarket, and power sports. Integer has more than 1,200 employees, with global offices in the U.S., Europe, Asia, Africa, South America, and the Middle East. Join the conversation on shopping culture and brand strategy at

About Omnicom

Omnicom Group Inc. (NYSE: OMC) ( is a leading global marketing and corporate communications company.  Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.

About M/A/R/C ® Research

M/A/R/C ® Research ( is a brand development firm dedicated to helping clients create, evaluate, and strengthen their brands. Our teams design and execute qualitative and quantitative, traditional and online solutions while adhering to a client-service ethic built on being easy to work with and delivering what is promised. Our core competency is measuring attitudes and behaviors to accurately explain and predict market share, revenue, and bottom line impact of a client's actions. We help our clients address consumer, channel, and B2B marketing issues to launch better products and services, attract and retain valuable customers, and build stronger brands. Our proven, marketing-issue focused solutions, support clients' brand building efforts.

SOURCE The Integer Group