Black Friday and Cyber Monday (also known as Cyberweek) has been driving consumer behavior for decades and is one of the largest sales peaks of the year for most brands. Consumers are primed to purchase ahead of the holiday season and with the promise of deals in the air. And as you know, brands spend months preparing for this peak shopping moment – and we’re here to help.

When it comes to reaching multicultural consumers, Refuel is the audience expert. With over 30 years of experience and proprietary consumer research, we’re equipped to help you drive results this Cyberweek season.

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When does Black Friday and Cyber Monday advertising start?

While technically Black Friday only spans the 24 hours after Thanksgiving, at this point, the advertising window has grown to span a much longer timeframe. Black Friday season can start at the beginning of November, if not sooner, and it stretches into early December with sales following Cyber Monday.

When you begin your Cyberweek advertising is largely dependent on your brand. Many brands launch ads early November to entice early holiday shoppers, in addition to accounting for unpredictable delivery times pre-holiday season. On the other hands, some brands stick to the traditional Black Friday through Cyber Monday sales period, running deals for a shorter amount of time. 

Most Black Friday + Cyber Monday shopping will happen online

The COVID-19 pandemic left a lasting imprint on consumer behavior—one of the imprints being the massive shift to online shopping over in-store shopping. While brick and mortar stores still certainly serve their purpose, the days of never-ending lines starting in the wee hours of the morning may be over as more and more consumers opt for online deals according to recent eCommerce statistics

  1. Multicultural audiences trust out-of-home and print media

The marketing industry has increasingly leaned towards digital advertising, and the number of digital channels to promote your message seem to grow by the day. And digital advertising has its advantages. People spend a lot of time in front of screens, and device-tracking and social profiling capabilities allow for highly personalized ad targeting.  

But traditional media and print advertising have an advantage. The world of digital advertising is loud. The average voter is inundated with between 4,000 and 10,000 advertisements per day, everywhere from their email inbox to their Facebook feed. People are so accustomed to this digital advertising noise that it can make these advertisements easy to ignore.  

Print advertising cuts through the digital noise. The written word conveys a certain level of significance that rises above an overwhelming number of digital messages.

  1. Multicultural shoppers spend more on average than the general population

According to recent research, Hispanic consumers hit the sales with their families in tow, and spend 30% more on Black Friday sales than the general population. Additionally, Hispanic consumers are slightly more likely to spend offline in popular consumer categories clothing (56% offline vs. 44% online) and computer/electronics (52% offline vs. 48% online). In fact, retail stores are visited once a week or more—that’s almost as frequently as they visit grocery stores!

Another important marketing insight to note about Hispanic consumers? The largest influencers on what Hispanic consumers purchase are Friends & Family (53%), TV commercials (39%), Samples/Coupons (35%)—followed by Newspaper ads (25%), Email advertising (24%), Online ads (24%), and Social media ads (20%).

  1. Enlist the power of omnichannel marketing strategies

An omnichannel marketing strategy places the customer at the center of their shopping experience, ensuring a unified shopping experience at every touch point. While a multichannel approach views more marketing channels as more ways to reach the customer, the omnichannel approach views more channels as a way to remove friction and increase consistency—which in turn, builds brand loyalty. 

Research shows that companies that prioritize the customer experience generate 60% higher profits than their competitors. And, we know that companies with well-defined omnichannel marketing strategies achieve a 91% higher year-over-year increase in customer retention rate on average (compared to companies without this strategy in place). Take a look at our services to see how our omnichannel strategies can boost your return this holiday season.

Black Friday is an opportunity to connect with your multicultural target consumers for longer—especially during a time when consumers are looking to create a meaningful holiday experience when it matters most. 

Ready to reach your multicultural target audience with data-driven hyper-targeting? Contact us today—before Black Friday season is over!

Christina O'Toole

Christina is a data-driven, full stack marketer with over 20 years success leading marketing in technology, higher ed and publishing industries. Christina has developed hundreds of marketing campaigns and built all facets of programs including lifecycle journeys, creative direction and lead generation. She now heads corporate marketing at Refuel Agency.