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Influenster Poll Reveals the Most Wanted Makeup Brands on Black Friday & Cyber Monday

Millennials and Gen Z shoppers were surveyed -- see the insights below.

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By: Marie Redding

Senior Editor, Rodman Media

 
Looking ahead to the Thanksgiving holiday — and the big shopping weekend — Influenster conducted a survey on shopping habits.

Influenster sent its poll to over 4,000 female Influenster community members. Of those surveyed, 78% were Millennials.

So, what were the results?

The majority of survey respondents say they plan to buy makeup and fragrances — however, the beauty category ranked second on their shopping list after clothing.

The survey reports that Gen Z is the age group most likely to shop for makeup and/or fragrances on Black Friday and Cyber Monday.  Seventy-eight percent of Gen Zers say they will be shopping for beauty products.

The top five “most wanted” makeup brands — from all survey responders — that bargain-hunting shoppers will be buying this holiday weekend are, ranked in order: Tarte Cosmetics, Urban Decay, ColourPop, MAC Cosmetics, and Benefit Cosmetics (shown in the photo above.)

What influences a purchase, most? Online reviews, followed by social media and last, brand websites. 

Take a look at deeper insights into the data below, courtesy of Influenster. 

BY THE NUMBERS…

What’s Everyone Buying — On Black Friday?

  • Clothing – 85.88%
  • Cosmetics and Fragrances – 72.31%
  • Electronics – 62.27%
  • Shoes – 62.35%
  • Home Decor – 54.15%

What’s Everyone Buying — On Cyber Monday? 

  • Clothing – 72.41%
  • Cosmetics and Fragrances – 63.63%
  • Electronics – 62.27%
  • Shoes – 52.45%
  • Home Decor – 44.68%

Top Retailer/Brands Shoppers Plan To Buy in Fashion & Apparel

 
  • 36.46% – Forever 21
  • 23.52% – American Eagle
  • 12.40% – Urban Outfitters
  • 10.00% – Zara
  • 6.50% – Free People

Top 5 Cosmetics Brands Shoppers Plan To Buy 

  • 27.65% – tarte Cosmetics
  • 26.89% – Urban Decay
  • 23.61% – ColourPop
  • 17.61% – MAC Cosmetics
  • 16.04% – Benefit Cosmetics

Top 5 favorite retailers to shop at on Black Friday, Overall

  • 44.86% – Target
  • 30.96% – Walmart
  • 26.73% – Ulta
  • 26.71% – Sephora
  • 12.95% – TJ Maxx

The top retailers for online shopping this Cyber Monday, Overall 

  • 88.37% – Amazon
  • 14.85% – Wayfair
  • 13.66% – eBay
  • 10.50% – ASOS
  • 2.61% – Revolve

Who is shopping on Black Friday and Cyber Monday?

  • 67% of all respondents plan on participating in both Black Friday AND Cyber Monday shopping.
  • 14.94% plan on ONLY shopping Black Friday
  • 13.59% plan ONLY shopping Cyber Monday

Of the 3.5% of respondents who are choosing to skip Black Friday/Cyber Monday sales…

  • 49.02% don’t feel they have the budget to shop
  • 39.87% can’t take the Black Friday madness/crowds
  • 18.95% don’t trust that Black Friday/Cyber Monday sales are the best

Personal versus Holiday Shopping

  • 78.19% of shoppers this Black Friday plan on doing both holiday and personal shopping.
  • 76.55% of shoppers this Cyber Monday plan on also doing both holiday and personal shopping.
  • 47.80% Black Friday AND Cyber Monday shoppers plan on getting ALL of their holiday shopping done during these days

When Shoppers Plan To Wake up for Black Friday Deals

  • 38.89% of this year’s Black Friday shoppers plan on waking up between 5AM and 9AM.
  • 33.64% of this year’s Black Friday shoppers plan on waking up earlier than 5AM.
  • 27.38% say they’re sleeping in

Checking Reviews Before Purchase

  • 95.75% of people check online reviews prior to making online purchases.
  • 83.89% of people check online reviews prior to making in-store purchases

Factors that Influence A Final Purchase On Cyber Monday

  • 72.05% of Cyber Monday shoppers say that online reviews are the most influential factor on their purchases.
  • 64.33% say that social media is the most influential factor.
  • 40.99% say that brand websites are the most influential factor.
  • 40.88% say that word of mouth is the most influential factor.
  • 7.25% say that TV and mail catalogues are the most influential factors (TIED).

Factors that Influence A Final Purchase on Black Friday
  • 65.53% of Black Friday shoppers say that online reviews are the most influential factor on their purchases.
  • 61.14% say that social media is the most influential factor.
  • 40.78% say that word of mouth is the most influential factor
  • 37.41% say that brand websites are the most influential factor.
  • 12.54% say that mail catalogues are the most influential factor.

Searching for Deals Ahead of Time
  • 92.72% of Cyber Monday shoppers have been searching the internet for deals ahead of the big day.
  • 92.64% of Black Friday shoppers have been searching the internet for deals ahead of the big day.

Poll Data is by Influenster

Photos above: Foundation makeup from the Rainforest of the Sea Collection by Tarte; Vice Lipstick by Urban Decay; eyeshadow by ColourPop; lipstick by MAC Cosmetics; and Brow Zing by Benefit Cosmetics.

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