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    Online Exclusives

    Influenster Poll Reveals the Most Wanted Makeup Brands on Black Friday & Cyber Monday

    Millennials and Gen Z shoppers were surveyed -- see the insights below.

    Influenster Poll Reveals the Most Wanted Makeup Brands on Black Friday & Cyber Monday
    Top 5 Most Wanted Makeup Brands on Black Friday: Tarte, Urban Decay, ColourPop, MAC Cosmetics, and Benefit Cosmetics.
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    Marie Redding, Senior Editor11.21.18
     
    Looking ahead to the Thanksgiving holiday — and the big shopping weekend — Influenster conducted a survey on shopping habits.

    Influenster sent its poll to over 4,000 female Influenster community members. Of those surveyed, 78% were Millennials.

    So, what were the results?

    The majority of survey respondents say they plan to buy makeup and fragrances — however, the beauty category ranked second on their shopping list after clothing.

    The survey reports that Gen Z is the age group most likely to shop for makeup and/or fragrances on Black Friday and Cyber Monday.  Seventy-eight percent of Gen Zers say they will be shopping for beauty products.

    The top five "most wanted" makeup brands -- from all survey responders -- that bargain-hunting shoppers will be buying this holiday weekend are, ranked in order: Tarte Cosmetics, Urban Decay, ColourPop, MAC Cosmetics, and Benefit Cosmetics (shown in the photo above.)

    What influences a purchase, most? Online reviews, followed by social media and last, brand websites. 

    Take a look at deeper insights into the data below, courtesy of Influenster. 

    BY THE NUMBERS...

    What’s Everyone Buying -- On Black Friday?

    • Clothing - 85.88%
    • Cosmetics and Fragrances - 72.31%
    • Electronics - 62.27%
    • Shoes - 62.35%
    • Home Decor - 54.15%

    What’s Everyone Buying -- On Cyber Monday? 

    • Clothing - 72.41%
    • Cosmetics and Fragrances - 63.63%
    • Electronics - 62.27%
    • Shoes - 52.45%
    • Home Decor - 44.68%

    Top Retailer/Brands Shoppers Plan To Buy in Fashion & Apparel

     
    • 36.46% - Forever 21
    • 23.52% - American Eagle
    • 12.40% - Urban Outfitters
    • 10.00% - Zara
    • 6.50% - Free People

    Top 5 Cosmetics Brands Shoppers Plan To Buy 

    • 27.65% - tarte Cosmetics
    • 26.89% - Urban Decay
    • 23.61% - ColourPop
    • 17.61% - MAC Cosmetics
    • 16.04% - Benefit Cosmetics

    Top 5 favorite retailers to shop at on Black Friday, Overall

    • 44.86% - Target
    • 30.96% - Walmart
    • 26.73% - Ulta
    • 26.71% - Sephora
    • 12.95% - TJ Maxx

    The top retailers for online shopping this Cyber Monday, Overall 

    • 88.37% - Amazon
    • 14.85% - Wayfair
    • 13.66% - eBay
    • 10.50% - ASOS
    • 2.61% - Revolve

    Who is shopping on Black Friday and Cyber Monday?

    • 67% of all respondents plan on participating in both Black Friday AND Cyber Monday shopping.
    • 14.94% plan on ONLY shopping Black Friday
    • 13.59% plan ONLY shopping Cyber Monday

    Of the 3.5% of respondents who are choosing to skip Black Friday/Cyber Monday sales...

    • 49.02% don’t feel they have the budget to shop
    • 39.87% can't take the Black Friday madness/crowds
    • 18.95% don’t trust that Black Friday/Cyber Monday sales are the best

    Personal versus Holiday Shopping

    • 78.19% of shoppers this Black Friday plan on doing both holiday and personal shopping.
    • 76.55% of shoppers this Cyber Monday plan on also doing both holiday and personal shopping.
    • 47.80% Black Friday AND Cyber Monday shoppers plan on getting ALL of their holiday shopping done during these days

    When Shoppers Plan To Wake up for Black Friday Deals

    • 38.89% of this year’s Black Friday shoppers plan on waking up between 5AM and 9AM.
    • 33.64% of this year’s Black Friday shoppers plan on waking up earlier than 5AM.
    • 27.38% say they’re sleeping in

    Checking Reviews Before Purchase

    • 95.75% of people check online reviews prior to making online purchases.
    • 83.89% of people check online reviews prior to making in-store purchases

    Factors that Influence A Final Purchase On Cyber Monday

    • 72.05% of Cyber Monday shoppers say that online reviews are the most influential factor on their purchases.
    • 64.33% say that social media is the most influential factor.
    • 40.99% say that brand websites are the most influential factor.
    • 40.88% say that word of mouth is the most influential factor.
    • 7.25% say that TV and mail catalogues are the most influential factors (TIED).

    Factors that Influence A Final Purchase on Black Friday
    • 65.53% of Black Friday shoppers say that online reviews are the most influential factor on their purchases.
    • 61.14% say that social media is the most influential factor.
    • 40.78% say that word of mouth is the most influential factor
    • 37.41% say that brand websites are the most influential factor.
    • 12.54% say that mail catalogues are the most influential factor.

    Searching for Deals Ahead of Time
    • 92.72% of Cyber Monday shoppers have been searching the internet for deals ahead of the big day.
    • 92.64% of Black Friday shoppers have been searching the internet for deals ahead of the big day.

    Poll Data is by Influenster

    Photos above: Foundation makeup from the Rainforest of the Sea Collection by Tarte; Vice Lipstick by Urban Decay; eyeshadow by ColourPop; lipstick by MAC Cosmetics; and Brow Zing by Benefit Cosmetics.
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