How to approach price, service, and reviews during Black Friday and Christmas


Black Friday and Christmas shopping has increasingly been defined by heavy discounting as a primary tactic to drive volume sales. Our shopper survey shows that when asked what’s most important ‘price’ comes out on top and was cited by 62% of shoppers. Customer service also ranked highly with 47.5% including it in their selection. Despite these findings, shoppers also told us they’re more likely to rely on customer reviews than they are on price comparison sites when making shopping decisions.