Study Shows Three Holiday Shopper Archetypes

-41% of shoppers do most of their holiday shopping during November-

DENVER, Nov. 24, 2015 /PRNewswire/ -- An ongoing shopper behavior study conducted by The Integer Group® and M/A/R/C Research reveals different holiday shopper archetypes from data over the past three years and discusses the what, where and why of their shopping behaviors.

Study by The Integer Group shows three holiday shopper archetypes

Early Birds: 17% of all shoppers get most of their shopping done before Thanksgiving, specifically:

  • Older (65+ years old) shoppers: 25%
  • African-American shoppers: 26%

Early bird shoppers said they shop at this time for speed and ease. To target the Early Bird shoppers, retailers and brands should consider how to make holiday shopping effortless and possible from the comfort of home. Because Early Birds are more likely to shop online than the average holiday shopper, there is opportunity to target them early and entice them with time-saving ideas or time-sensitive offers that reward them for shopping early. While speed and ease are critical, value is a holiday shopper benchmark that should not be overlooked.

Thanksgiving Weekend Warriors: 24% of all shoppers get most of their shopping done between Thanksgiving Thursday and Cyber Monday, including Black Friday, specifically:

  • Hispanic shoppers: 42%
  • Asian shoppers: 37%
  • Millennials (18–34 years old): 33%
  • Female shoppers: 27%

Thanksgiving Weekend Warriors said they shop this weekend to get the best prices and overall value. Retailers and brands must consider how to differentiate themselves beyond price, knowing that these shoppers are willing to shop everywhere and anywhere to get a good price. Deals are an expectation for them, and these mobile-savvy, younger shoppers are likely to plot their Thanksgiving weekend shopping destinations—yes, plural—based on several factors including perks, location, and atmosphere. After all, this is a ritual for many "warriors," and it is almost as much about the experience (be it in store or online) as it is the payoff of deals.

December Carolers: 56% of all shoppers get most of their shopping done at various times throughout the month of December, 7% of whom indicate shopping at the last minute, specifically:

  • Men: 59%
  • Gen X/Baby Boomers (35–65 years old): 58%

December Carolers said they shop in December because it's faster and they feel they get the best value. Retailers and brands should have a consistent, targeted strategy that works with their core shoppers. That's because these shoppers, just like carolers, bounce around to many retailers to accommodate their various needs throughout the hectic month of December. When things get busy, they might seek speed. When time gets tight, they might opt for one-stop shops like Walmart or Target or seek out perks like free gift-wrapping. And as always, price and value are a holiday shopper expectation.

For more information on holiday shopping behaviors, download the full study.

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 Omnicom Group Inc. 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 working in U.S. locations as well as international offices in Africa, Asia, Australia, Europe, the Middle East, North and South America. 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.

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SOURCE The Integer Group

Jennine Friess, Director, Network Communications, 303.393.3079, [email protected]