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Esquire Advertising Study Reveals Major Shifts in Furniture and Appliances Shopping Activity by State and Demographics

Furniture World News Desk on 12/22/2020

While brick-and-mortar stores in blue states saw a decrease of 24 percent in Black Friday shopping activity, red states saw a 45 percent increase.
While brick-and-mortar stores in blue states saw a decrease of 24 percent in Black Friday shopping activity, red states saw a 45 percent increase.

Esquire Advertising, an ad tech and marketing company based in Durham, North Carolina, recently investigated and compared furniture and household appliances shopping activity among U.S.-based consumers during Black Friday 2020 and 2019.

Esquire Advertising identified and captured mobile IDs from more than 670,000 consumers visiting 6,150 furniture and household appliances stores on Black Friday across all regions of the United States.

The data shows a stark difference in retail shopping between red and blue states in comparison to last year’s figures. While brick-and-mortar stores in blue states saw a decrease of 24 percent in Black Friday shopping activity, red states saw a 45 percent increase. States that saw the largest decrease of in-store activity include California, Illinois and New Mexico, while Mississippi and Alabama saw the highest influx of shoppers compared with 2019. Swing states saw the least amount of change when compared to last year.

After analyzing this data across nearly 30 different consumer demographic categories, Esquire analysts found that:

  • Gen X shoppers were the single most active shoppers of any age demographic
  • In blue (Democratic) states, Millennials stayed home even more than older, more at-risk groups
  • The single greatest trait shared by active shoppers was the presence of children in the family home
  • Consumers living in multi-family housing displayed the greatest overall decrease for in-store shopping 

 

“This year’s Black Friday brick-and-mortar shopping data underscores the unique situation our country is in as we continue to deal with challenges posed by the COVID-19 pandemic,” said Eric Grindley, Founder & CEO of Esquire Advertising. “We hope our findings will help retailers in the furniture and household appliances space to learn more about their customers and adjust their marketing strategies accordingly, in order spend their advertising dollars in the most effective ways possible.”

Esquire Advertising has made available a national heat map of the study, as well as a chart showing general changes in demographic groups - here.

More information about this data is available upon request – reach out to Matthew@Redbanyan.com for more details.

 

About Esquire Advertising: Founded in 2012, Esquire Advertising is an Ad Tech company with a full-service in-house advertising and marketing agency pushing the limits of advertising performance. The company uses its own unique combination of marketing strategies and proprietary technologies to pinpoint in-market consumers using mobile and internet connected device matching technology. The company was recognized in 2020’s Inc. 5000 list of Fastest Growing Private Companies, placing at#6 in marketing/advertising, and #56 in the U.S.