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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-193154" class="et_pb_post post-193154 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-ecommerce article-tags-audience-segmentation article-tags-marketing-strategies article-tags-seasonality-in-personalization article-function-merchandising-ecommerce article-type-thought-leadership"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting & Personalization</a></div><h1 class="article-title">The 3 Black Friday Shopping Personas and How to Move From Generalized Discounting to Targeted Experiences</h1><h2 class="article-excerpt">Typically a time of mass discounting, brands can minimize costly price slashing and set themselves apart by understanding and tailoring experiences based on the three main Black Friday shopping personas.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/ekousakis-141.jpeg" alt="Eleftherios Kousakis" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/ekousakis/" title="Posts by Eleftherios Kousakis" rel="author">Eleftherios Kousakis</a></div><div class="article-author-title-text"> Regional Vice President, Central and Eastern Europe</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p><em>This article was originally published in German on </em><a href="https://www.horizont.net/marketing/kommentare/rabatt-dschungel-black-friday-wie-man-verschiedene-shopping-personas-gezielt-zum-kauf-fuehrt-204247"><em>Horizont</a>.</em></p><p>The Friday after Thanksgiving traditionally sees the biggest discount battles of the year, with promotions, deals, and bargains beckoning everywhere. And as consumers plan their purchases well before Black Friday (as early on as October), it is essential to understand the behavioral patterns and needs of different shoppers to reach them in a targeted manner. This will allow brands to prevail over the competition in the discount jungle, and, more importantly, without having to slash prices for every customer.</p><h2><strong>Different customers require different approaches</strong></h2><p>Every holiday shopper is different, with some spending a long time researching what they plan to buy and for whom, while others seek out or respond spontaneously to tempting offers they interact with during the buying process. In Dynamic Yield’s experience working with leading brands across eCommerce over the last decade, our team of experts have identified three different patterns of action, which most potential buyers follow, that can be used to tailor experiences during the busy Black Friday period.</p><h3><strong>1. “The Gifter” </strong></h3><p>These customers are of lower intent as they browse the web in search of the right gifts for their loved ones. In no real rush, their chances of bouncing from the site are high, which requires them to be immediately engaged through the highlighting and personalization of hero banners, messaging, and content with strong value propositions, product differentiators, promotions, and financial incentives. </p><p><img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2023/04/bf-inline-1-1024x584.jpg" alt="Two examples of Personalized homepage hero assets to drive higher interest browsing on Black Friday" width="1024" height="584" /><center></p><div style="font-size: 12px; margin-top: 0px; line-height: 1.3em; margin-bottom: 0px; max-width: 500px;"><em>Personalize homepage hero assets to drive higher interest browsing</em></center></p><p><strong>Additional Recommendation</strong>: Cutting through the noise becomes incredibly important for these shoppers, so think about disrupting places like the <a href="https://www.dynamicyield.com/glossary/product-listing-pages-plps/">product listing page</a> with holiday-specific deal content modules. Teams can also double down on storytelling about the brand and even recapture potentially deterred shoppers with <a href="https://www.dynamicyield.com/lesson/6-exit-intent-tactics/">exit-intent notifications</a> that bring them back to context with the right promotion, recommendation, support cue, or urgency messaging.</p><h3><strong>2. “The Researcher” </strong></h3><p>There are many customers who, in looking for special products for their loved ones, spend a long time researching and comparing offers and products across websites before they buy. Looking for confidence in their decisions, brands should pair driving discovery around their core assortment of valued products with validation from other shoppers through <a href="https://www.dynamicyield.com/lesson/the-power-of-social-proof/">social proof messaging</a>, highlighting the visitor’s selection is highly desired or frequently purchased (e.g. <em>X people also have this item in their shopping cart</em>).</p><p><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2023/04/bf-inline-2-1024x607.jpg" alt="Example of social proof messaging and time-sensitive messaging on a product detail page to reduce friction or drive urgency to purchase" width="1024" height="607" /><center></p><div style="font-size: 12px; margin-top: 0px; line-height: 1.3em; margin-bottom: 0px; max-width: 500px;"><em>Validate shoppers’ selections by showing wisdom of the crowd reinforcement</em></center></p><p><strong>Additional Recommendation</strong>: To reduce friction on <a href="https://www.dynamicyield.com/glossary/product-detail-page/">product detail pages</a>, time-sensitive order information can also be included, such as when the item will ship, when it is expected to be delivered, and other important information that can calm this type of shopper’s nerves. Finally, sometimes researchers need a little push to act, so <a href="https://www.dynamicyield.com/personalization-examples/?tags=countdown-timers&order=menu_order&gate=or">countdown timers</a> can create the urgency needed to push a transaction over the finish line.</p><h3><strong>3. “The Big Spender” </strong></h3><p>Showing the highest intent out of our three categories of shoppers, these individuals are ready to buy, with early interest anticipated, given that holiday shopping will become more expensive later in the season with inflation. While they don’t need much to capture a purchase, there is a large opportunity to encourage greater loyalty as well as <a href="https://www.dynamicyield.com/glossary/average-order-value/">average order value</a> through cross-selling and upselling.</p><p><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2023/04/bf-inline-3-1024x759.jpg" alt="Example of relevant product recommendations on a checkout page to increase order size and hit promotional thresholds" width="1024" height="759" /><center></p><div style="font-size: 12px; margin-top: 0px; line-height: 1.3em; margin-bottom: 0px; max-width: 500px;"><em>Recommend opening price-point stocking stuffers to increase basket size at checkout</em></center></p><p><strong>Additional Recommendation</strong>: Focus on experiences deeper in the funnel, which might include wishlist sign-ups, cart progress bars highlighting how much money they are away from free shipping or a promotional deal, which can be complemented by recommending stocking stuffers to help them hit the threshold faster. Personalized landing pages with sets of recommendation widgets based on <a href="https://www.dynamicyield.com/lesson/exposing-the-complexity-of-user-affinities/">Affinity</a>, Recently Viewed With, and Popularity strategies can also be used to create an exclusive “Holiday Gift Guide” experience. </p><h2><strong>Recipe for success: Getting your audience engagement strategies right. </strong></h2><p>While Black Friday is typically a time associated with mass discounting, brands can both minimize the costs associated with price slashing and also set themselves apart by understanding and tailoring experiences based on the three main shopping personas outlined above.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/audience-segmentation/">Audience Segmentation</a><a href="https://www.dynamicyield.com/tags/marketing-strategies/">Marketing Strategies</a><a href="https://www.dynamicyield.com/tags/seasonality-in-personalization/">Seasonality in Personalization</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/user-identification-for-personalization/">From Fragmentation to Connection: Mastering User Identification for Personalization</a><div class="article-sidebar-nav-author">Gina Walanga</div></li><li> <a href="https://www.dynamicyield.com/article/e-commerce-personalization-maturity-infographic-2025/">Infographic: The state of personalization maturity in e-commerce – 2025</a><div class="article-sidebar-nav-author">JR Moore</div></li><li> <a href="https://www.dynamicyield.com/article/reconnect-your-customers-with-the-right-message-at-the-right-time/">Reconnect your customers with the right message at the right time</a><div class="article-sidebar-nav-author">Emily Roberts</div></li></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_34a6a3100a2ecbc7706af2d4c798f856.js?ver=935c7f8ce03960b02800bc8ae3231df8" id="dc_conversion_api-js"></script> <script type="text/javascript" data-noptimize>var dy_search_params = new URLSearchParams(window.location.search);
if(dy_search_params.has('utm_source')) {
localStorage.setItem('utm_source', dy_search_params.get('utm_source'));
}
if(dy_search_params.has('utm_medium')) {
localStorage.setItem('utm_medium', dy_search_params.get('utm_medium'));
}
if(dy_search_params.has('utm_content')) {
localStorage.setItem('utm_content', dy_search_params.get('utm_content'));
}
if(dy_search_params.has('utm_campaign')) {
localStorage.setItem('utm_campaign', dy_search_params.get('utm_campaign'));
}
if(dy_search_params.has('utm_term')) {
localStorage.setItem('utm_term', dy_search_params.get('utm_term'));
}
if(dy_search_params.has('mkt_tok')) {
localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
}
// Also, fill in the data inside the Marketo form once its available
if(typeof window.MktoForms2 === 'object') {
MktoForms2.whenReady(function(_form) {
var form = _form.getFormElem();
console.log('MKTO FORM READY');
// Append the mkt_tok param if it exists in the URL
var ls_mkto_tok = localStorage.getItem('mkt_tok');
if(ls_mkto_tok) {
_form.addHiddenFields({
mkt_tok: ls_mkto_tok
});
_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
for(var i = 0; i < Object.keys(dy_utms).length; i++) {
var ls_key = Object.keys(dy_utms)[i],
ls_value = localStorage.getItem(ls_key),
form_key = dy_utms[ls_key],
form_field;
if(ls_value) {
if(ls_key === 'gclid') {
ls_value = JSON.parse(ls_value).value;
}
if(typeof(form_key) === 'string') {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
if(form_field) {
form_field.value = ls_value;
}
} else {
for(var j = 0; j < form_key.length; j++) {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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