BFCM On Tour Shopper Personas

ORION The Strategist

Highly Planned

Shops for Self

Meet Orion: He’s not shopping for others, he’s leveling up his own life. Treating himself to that tech he’s been eyeing since spring and the wardrobe refresh that’s overdue. Every purchase researched, every wishlist item tracked, every move calculated for maximum value.

Representing a group that’s 62% male, 38% female and 38% Millennial, he’s the strategic upgrader who treats BFCM as his personal reward season. Patience fuels his strategy, reviews guide his decisions, and BFCM discounts justify the splurge. This isn’t just shopping; it’s his payoff moment.

ORION

In beauty, Orion’s curating that dream routine and stocking up while he’s at it. He’s been running low on his go-to skincare, eyeing that premium face wash he can’t usually justify, and ready to finally try that viral concealer everyone raves about. BFCM is restock-and-refresh season, when essentials meet upgrades at prices that make both possible.

Research timing is split: 40% of shoppers like Orion start their prep in the weeks or months leading up to BFCM, while another 40% research in the final days. But here’s what’s unique: 20% are still researching during BFCM itself, the highest rate across any industry. He’s staying flexible to catch flash deals and limited drops as they happen. AI usage is lower here than other categories: 41% already use or plan to use AI tools for BFCM, but 19% aren’t interested at all, the highest “no thanks” rate across industries. Beauty decisions are more straightforward, so AI helps optimize the haul, not figure out what to buy.

Half (50%) of shoppers like Orion delay regular beauty purchases to wait for BFCM deals, that’s lower than other industries. If he needs to restock now, he will. But when BFCM hits, it’s go-time. 52% are replacing items and stocking up on favorites (the highest rate across industries), while 48% are treating themselves, trying something new and splurging on upgrades. For restocks, he already knows what works, but for anything new, reviews are the green light. He’s confirming that the “luxury” formula isn’t just fancy packaging. Loyalty perks drive where he shops, he’s stacking rewards on bulk purchases and accessing member-exclusive bundles.

63%

of shoppers like Orion say loyalty programs, points, or early-access perks influence their purchase decisions.

76%

of shoppers like Orion rely heavily or moderately on reviews before making a purchase.

“I usually stick to buying just what I need during the year, but BFCM is when I treat myself. I wait for the sales to splurge on the beauty products that are normally too pricey.”

-Desiree, 33, Michigan, USA

BFCM Shopping

Regular Shopping

30%

of shoppers like Orion become more loyal during BFCM, shopping at their favorite brands first.

During BFCM, Orion's go-to brands come first, but 42% of shoppers like Orion expand beyond usual retailers hunting for deals on items typically out of reach. 49% of his shopping is mostly or entirely online, letting him stack discounts and load up on multiple products without fighting crowds.Those who rely "very heavily" on reviews jump by 10% during BFCM. When he's splurging on that luxury serum he normally can't justify, reviews confirm the premium price delivers premium results.

65%

of shoppers like Orion are more likely to shop outside of their favorite brands during regular shopping.

Outside of BFCM, Orion’s brand loyalty softens significantly: he's willing to try that drugstore alternative to save some money since he is paying full price. 39% of his shopping is mostly or entirely online as he browses in-store more frequently to test shades, smell fragrances, and grab quick restocks. Reviews are key, 80% rely on them, ensuring every full-price purchase is worth it.

Offer Samples & GWP

Offer free gifts and samples at purchase to introduce new products. Cross-sell into new categories while giving shoppers something they actually want. Refresh your product redemptions with what's hot right now, letting customers redeem points for trending items.

Accelerate Earn & Burn

Let loyal customers earn 2-3x points faster, then follow up with dedicated campaigns to bring them back to spend. Fast accumulation plus timely reminders = higher engagement and repeat purchases.

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Ask Expectation Questions

Orion looks for signal over noise when trying viral or luxury products. Use custom questions like “Did this product meet expectations?” or “How long until you saw results?” to collect honest feedback that helps them distinguish marketing claims from real-world performance.

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