Last year, TrendSource sent three researchers out the morning of November 29, 2013 to experience Black Friday shopping at some of the top retailers. This year, TrendSource is at it again with a few new researchers and a change-up in shopping destinations. Based on the top three retailers cited in the 2014 Pre-Holiday Buying Intentions Study, please enjoy Heather’s holiday shopping experience at Kohl’s, Ryan’s rummage through Walmart, and Caleb’s cruise through Target. Happy Holiday (shopping)!
While I’m no extreme couponer, I am all for browsing the Sunday paper for grocery coupons or signing up for daily deals with my favorite retailers. But to me, no discount is worth the headache, aggravation and pure chaos I always read about during the Black Friday frenzy. To enter the world of Black Friday shopping is always far from my mind, but there’s a first time for everything, so off to Kohl’s I went!
Were my preconceived expectations met? Here are the highlights from my experience:
Employees, Employees Everywhere!
To my surprise it wasn't that bad. Maybe shoppers have opted for the online shopping experience. Sure it lacks the instant gratification of an in-store purchase, but you're getting the same deals from the comfort of your own home. But the online experience is so often missing the employee interaction that helps you to find exactly what you are looking for. From the moment I arrived, I was greeted warmly and asked if I needed help finding anything. And while I browsed the aisles, multiple store associates were ready and waiting to help whenever needed, while others paid close attention to stocking and organizing shelves.
In-Store Navigation: All But Obvious
Signage was everywhere. Deals! Deals! Deals! But I found myself thankful for the availability of the store associates because finding a deal in the department you wanted was virtually impossible. Take the photo below…getting warmer to what? Where’s the women’s department, Kohl’s?? The in-store navigation could use some work.
Mobile App Does Everything But Help With The In-Store Experience
Prior to my Black Friday visit, I downloaded the Kohl’s mobile app. While the app allowed me to browse Black Friday deals and make a list, it provided no opportunity to find the same deals in-store. I’m not entirely sure what I was expecting, but I would have liked to see a more interactive platform; one where I could browse, make my list, and find the items in my online shopping cart while in store.
All things considered, the experience was a pleasant one. Who knows? Maybe Kohl’s employees will greet me again next year!
Despite the harsh New England elements working against me, I headed out around 10:30 PM on Thanksgiving to see what the Black Friday buzz was all about. I had no idea what to expect as a first-time shopper, and hoped not to arrive at a chaotic scene with crazed shoppers trampling each other for discounts.
Deals For The Holiday Trumps Employee Assistance
I was pleased to find a moderately quiet store. Parking was easily accessible, and there was no sign of lines. Inside the store was a similar story. Shoppers moved freely throughout the store and large arrows above the aisles directed them to the best deals. And boy, were there deals! 40%, 50%, and even 60% off items, with electronics and apparel most heavily discounted.
Even with the relatively small crowd, store associates were busy. I often noticed groups huddled up, appearing to go over strategies. However, they looked more focused on stocking shelves than approaching customers, and though I took several laps around the store, employees never approached me.
Mobile App Leads The Way
Ok, so I didn't get much help from the employees, but I was not directionless. I had a secret weapon up my sleeve: the Target mobile app. By typing in your location, the app provided a wealth of information personalized to your local store. The coolest thing the app provided was an interactive store map that allowed you to browse by section, and locate the best deals and featured products.
The checkout experience proved to be easy as well. Lines were nonexistent and some checkout stations were completely free of shoppers. I was able to get in and out of the store in 30 minutes. All in all, Black Friday was a relatively pleasant, hassle-free experience, and I would certainly consider venturing out again next year.
The facts: Walmart, 3382 Murphy Canyon Rd, San Diego, CA 92123, 7:09 PM
| Cleanliness | Good |
| Checkout wait time | N/A |
| Service | Good |
| Deal in stock | No |
| Experience | Neutral |
| Pleasant Surprises | None |
The Line...After Opening
After arriving at Walmart 1hr, 10min after opening at 6:00 PM, I was surprised to see a line stretching hundreds of meters outside the store. I thought I’d gotten the time wrong. A quick conversation with a friendly Walmart employee cleared things up:
“Excuse me – is this a line for something specific, or just to get in?”
“Just to get in. The Fire Marshall’s here, and he’ll be here all night.”
From there, my shopping mate raised a legitimate question:
“So…are we staying?”
“Yes, yes we are.”
All in all, the wait to get to the front of the line at Club Walmart was 48 minutes, and given the ambient temperature of about 60° in San Diego, it wasn’t all that bad. Once at the front of the line, we were pleasantly surprised to find that there was no cover…this year.
More Yellow-Vested Employees Than You Could Ever Need
Once I joined the other VIPs inside, Club Walmart was surprisingly clean and well merchandised. Large red boxes along the aisles marked Black Friday deals, and the crowds weren’t too tough to deal with (thanks to the Fire Marshall). There were more than enough staff manning the aisles and ready to help, all easy to spot in bright yellow vests. I heard the phrase, “Pull your car around, and we’ll load up your TV for you” about 15 times.
A 48 Minute Wait To Browse On My Phone
After discovering that my Black Friday Deal (Serta pillows for <$5.00) had sold out, I spent about two minutes walking the aisles before I found a quiet, out-of-the-way place to browse the Walmart app on my smartphone. Even after waiting in line for 48 minutes to get into the store, it was easier to browse Black Friday deals on my smartphone than to wander around the crowded (although not over-crowded – thanks, Fire Marshall!) Walmart aisles. The Walmart app was laid out perfectly for what I needed – I was able to filter and sort quickly as I looked for anything that might warrant another 45+ minute wait in the checkout line. Especially helpful was the search function, which isn’t present on the few other retail apps I downloaded. Unfortunately for Walmart, there wasn’t a deal in the world that could have gotten me to wait in line again to check out. Instead, I put my phone away and made my way to the parking lot and home for a nice post-dinner nap.
We want to hear all about your Black Friday shopping! Please share your experience in the comments below, or find us on Twitter @TrendSource.
