New research from SalesFuel’s latest AudienceSCAN dataset shows that mobile advertising is emerging as the most influential driver of Black Friday purchasing decisions, underscoring a major shift in how U.S. consumers discover, evaluate, and buy products during the biggest shopping weekend of the year. The findings arrive as retailers escalate their holiday marketing efforts and look for channels that can meaningfully move shoppers from awareness to conversion.
According to the AudienceSCAN data, 51.8 percent of Black Friday Shoppers interacted with a mobile ad, making mobile the single most influential media format among those preparing for the event. The data also shows that these shoppers are significantly more receptive to mobile messaging, reporting they are fifty three percent more likely than the average U.S. adult to view mobile app advertising as useful. This combination of high engagement and positive perception signals a clear opportunity for retailers seeking cost effective ways to reach ready to buy audiences during peak shopping moments.
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The impact of mobile advertising extends well beyond initial interaction. SalesFuel reports that forty five percent of Black Friday Shoppers click through after seeing a mobile ad, while forty point two percent go on to purchase the product or service featured in the promotion. Kathy Crosett, Senior Vice President of Research at SalesFuel, said these insights reflect a growing reliance on mobile as both a discovery engine and a conversion mechanism. “These insights show how critical mobile strategy is during the biggest shopping weekend of the year,” Crosett said. “Retailers who prioritize mobile ads, especially early in the holiday cycle, can drive both in store and online conversions.”
AudienceSCAN data also highlights how widespread Black Friday participation has become. Nearly one quarter of U.S. adults say they plan to shop the event, and many of these individuals remain active in physical retail. Almost one fourth of surveyed shoppers visit malls or retail stores at least twice a week, creating more opportunities for same day purchases or hybrid shopping journeys that begin on mobile but end in person.
Black Friday Shoppers also demonstrate strong influence within their social circles. Twenty four percent describe themselves as trendsetters who frequently recommend brands, products, and retailers to others. They also continue spending beyond the main event and significantly over index for additional shopping on Super Saturday and Christmas Eve. This broader activity gives retailers more touchpoints to activate and retarget mobile shoppers across the entire holiday period.
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AudienceSCAN, based on responses from more than twenty thousand U.S. adults, includes over thirteen hundred detailed consumer personas with psychographic insights ranging from purchase drivers to media influence. The platform helps sales and marketing professionals identify motivated audiences and develop campaigns that convert effectively.
As Black Friday approaches, the findings affirm that mobile advertising has become a central catalyst for holiday retail performance. With strong engagement rates, demonstrated purchase influence, and crossover into both digital and physical shopping journeys, mobile continues to shape how and where consumers decide to buy.
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