Understanding the new generation of Black Friday shoppers

Geoffrey Precourt
Warc

For Walter Carl, founder and chief research officer of Boston-based market research firm Purchased, Thanksgiving is an important time of year.

But his passion involves much more than the traditional Thanksgiving turkey. In fact, it's what happens away from the dinner table – online, in malls and at other retail venues all over America – that grabs his attention during the country's busiest shopping season.

And he told delegates at The Market Research Event (TMRE) – a conference run by the Institute for International Research and held in Nashville in October 2013 – the prototypical Black Friday customer is the particular object of his affection.

Purchased