Young shoppers seek Black Friday loyalty perks, not just discounts
Young shoppers are redefining Black Friday as they look beyond discounts in favour of loyalty perks.
That’s according to new research from LoyaltyLion, which carried a survey of over 2,000 UK consumers.
It revealed that 25-34 year-olds are treating Black Friday as the moment to commit to loyalty programmes and redeem rewards, with 85% in that age group revealing they would join a loyalty programme during the sales, far above the 56% average across all ages.
Additionally, 84% of 25-34 year-olds plan to redeem loyalty points during Black Friday weekend – which this year runs from Friday 28 November to Monday 1 December - compared with 63% overall.
Other key finding revealed that 76% of younger shoppers would open brand emails during the sales, versus just over half (51%) of consumers overall, while 81% bring forward purchases before products run out - creating opportunities for retailers for upselling and repeat revenue.
Two-thirds of 25–34s said they would buy products they have not purchased before during the peak season, far higher than the 42% average across other age groups.
The research also found that 74% of young shoppers are more likely to join loyalty programmes during times of uncertainty, while 80% said they are more likely to sign up now than a year ago. Across all ages, the figures were far lower at 52% and 55% respectively.
Charlie Casey, CEO of LoyaltyLion, said: “Black Friday has always been the biggest shopping weekend of the year. What this data shows is that it’s also the biggest opportunity to lock in the loyalty that really powers revenue growth for brands.
“Younger shoppers are willing to try new brands, sign up to (loyalty) programmes, redeem rewards and even bring purchases forward in time. If retailers meet them with personalised communications and meaningful rewards, as well as seamless experiences both in-store and online, they can turn one weekend’s sales spike into an unstoppable increase in customer lifetime value.”
