As Black Friday approaches, businesses and marketers must rethink their strategies to effectively engage consumers from various age groups. According to Sinch’s 2024 Consumer Black Friday/Cyber Monday Survey, significant generational divides are evident in the spending intentions and communication preferences of shoppers. The survey, which included respondents from countries such as the United Kingdom, United States, Spain, France, Germany, Brazil, and Australia, sheds light on how different age brackets perceive shopping during one of the most commercially significant periods of the year.
A surprising 44% of respondents aged 18 to 29 indicated their willingness to spend more this Black Friday, compared to just 23.5% of individuals aged 50 to 59 and a mere 13.9% of those aged 60 and above. This suggests that younger consumers are more likely to engage in the competitive shopping atmosphere that characterizes the holiday season. With this increase in expenditure comes the need for tailored marketing approaches that resonate more deeply with younger shoppers.
Mobile messaging channels have become a preferred method of communication among younger consumers. Sinch’s findings indicated that over half (50.5%) of respondents aged under 30 prefer receiving promotional messages through mobile messaging platforms. This is notably 5.6% above the global average. In addition, a substantial 64% of younger respondents favour using mobile apps for transactional interactions, outpacing the global figure by 6.4%. This sharp preference highlights the necessity for brands to integrate mobile messaging into their marketing strategy, ensuring that younger audiences feel engaged and valued.
However, preferences shift noticeably within older demographics. Approximately 20.6% of those aged 60 and above perceive personalised marketing efforts as intrusive. This generational sensitivity to privacy preferences underscores the importance of adopting a nuanced approach to marketing. Personalized marketing could yield high returns among younger consumers, but retailers must exercise caution in how they engage with older generations to avoid alienation.
Interestingly, the survey suggests that European consumers are more inclined to utilise richer forms of conversational messaging through platforms like WhatsApp and RCS (Rich Communication Services). A remarkable 65% of Spanish respondents and 46% of German respondents expressed a preference for interactive promotions through RCS. By offering customers engaging and interactive content, brands can create memorable shopping experiences that not only attract younger consumers but also encourage older generations to acclimate to modern shopping methods.
WhatsApp is also a preferred channel for promotional communication among European consumers, with an average of 25% favouring the platform for promotional messages. This contrasts significantly with American consumers, where only 7% express a similar preference. This disparity indicates a unique opportunity for e-commerce brands targeting European markets to leverage WhatsApp’s growing usage for customer engagement.
Moreover, there is a growing appetite for AI-powered shopping assistance. Worldwide, 56.6% of consumers show interests in utilizing chatbots for order tracking, with 45.8% keen to learn more about products prior to purchasing decisions. This inclination toward technology points to a future where businesses must integrate scalable AI solutions, not merely for operational efficiency but also as a means to enhance customer satisfaction.
Virginie Debris, Senior Vice President of Messaging Product at Sinch, highlighted the importance of adjusting to the changing expectations of today’s digitally savvy shoppers. With the increasing demand for omnichannel and personalized communication, businesses need to prepare to meet these shifts. As expectations evolve, brands must not only focus on attracting customers but also strive to create robust relationships that foster loyalty.
In conclusion, the insights from Sinch’s Black Friday survey illustrate a clear need for brands to adapt their strategies in light of generational preferences. By embracing mobile messaging, maintaining sensitivity to privacy concerns, and leveraging AI for enhanced customer experiences, retailers can effectively position themselves for success during this crucial shopping season. Understanding and addressing generational divides will be pivotal in navigating the competitive landscape of Black Friday and beyond.
