MUSIC could be the key to grabbing Black Friday bargains.
A new study has revealed that, with Brits expected to break spending records this year, in-store shopping experiences can be altered by what’s playing in the background.
Prof. Till reveals that, even with Christmas tunes aplenty, retailers can use specifically curated playlists to encourage shoppers to amble through stores. This creates extra opportunity for them to browse – and buy – items.
He said: “Retailers often use music in sophisticated ways to manipulate the moods and behaviours of their customers. Shoppers though can take control and set their own mood, based on their situation by listening to music on their own personal devices.
“Whether people get easily distracted and buy items they don’t need or perhaps they need help overcoming the pressures of buying gifts for others, we have looked to provide a solution for a range of issues faced by shoppers.”
Prof. Till and Voucherbox.co.uk have curated five playlists to help provide shoppers with a seamless shopping experience.
Whether playing music while browsing online or listening through headphones in-store, Prof. Till’s top tips are:
- For an efficient money-saving shop, up-tempo music gets shoppers through their task quickly, which reduces the likelihood of sticking around, browsing the store and spending money – artists include Calvin Harris, Zara Larson and Maroon 5
- Slow ‘background’ music is recommended to sooth those who get anxious while shopping – artists include Dido, Groove Armada and William Orbit
- Down-tempo music is ideal for older Brits who bore easily as it soothes the shopper and provides the perception that the shopping duration is shorter than in reality – artists include Tony Bennett, Bobby Darin and Dean Martin
- Match the music genre to the product you are buying to get in the right frame-of-mind and to ‘cymbalise’ the culture of the purchase item – artists for buying cutting edge gadgets include break-through artists, such as Rag ‘n’ Bone Man, Nadia Rose and Temples
This Black Friday, shoppers across the UK are expected to set another retail record in defiance of tightened household budgets as the Christmas period gets under way.
Many major retailers including Amazon, Argos, Currys and AO.com, have already started their Black Friday events.
The event comes as inflation data and wage growth figures confirm the squeeze on household incomes, although consumers have proved resilient and retail sales have held up better than many expected.
The peak Christmas retail period, which kicks off with Black Friday, will be crucial for the high street.
However consumers are increasingly seeing Black Friday as an online savings event and high street figures are expected to be up 4% on last year as 9.5 million shoppers prepare to spend £1.45 billion, the CRR said.
Eleanor Parr, retail analyst at GlobalData, said electrical sales were expected to continue to dominate Black Friday promotions, although year-on-year growth is forecast to slow to 3% due to inflation in the market discouraging spending.
She said: “Increased cost prices will mean retailers are unable to offer the level of discounts advertised in 2016, meaning demand may waver as consumers feel less inclined to make bargain purchases on impulse.”
Consumer group Which? warned shoppers against assuming that Black Friday prices are automatically the biggest discount, noting that it had “often seen past discounts that were not quite as good as retailers made them sound”.
It urges Black Friday shoppers to start looking at prices now to familiarise themselves with genuine bargains, be alert to delivery costs in advance and check returns policies before buying.
Which? magazine editor-in-chief Richard Headland said: “During big shopping events like Black Friday it can be easy to get overwhelmed by discounts, deals and deductions.
“To get the best out of Black Friday, shoppers should do their research, form a plan and stick to it.”
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