BFCM On Tour Shopper Personas

LYRA The Gifter

Highly Planned

Shops for Others

Meet Lyra: She lives for the thrill of the perfect find and won’t settle until everyone on her list gets exactly what they deserve. Every recipient, every budget, every move mapped out with precision.

Representing a group that’s 55% female, 45% male, and 40% Millennial, she’s the ultimate planner who turns deal-hunting into an art form. Strategy fuels her search, sentiment drives her choices, and discounts make the magic possible. BFCM isn’t just shopping, it’s her moment to shine.

LYRA

In electronics, Lyra runs BFCM like mission control. She’s juggling multiple high-stakes purchases (smart devices, gaming rigs, home tech) each one demanding deep dives into specs, compatibility, and long-term performance.

For 40% of shoppers like Lyra, research starts weeks or even months out, tracking price histories and benchmarking models like a tech analyst. About 48% already use, or plan to use, AI tools during BFCM to decode spec sheets, monitor price drops, and surface top-rated gear. For her, AI is the shortcut through the noise, turning megabytes and gigahertz into “this is the one” moments that wow recipients and justify the spend.

Timing is non-negotiable. Lyra waits for maximum savings. 75% of shoppers like her play the same game, refusing to pull the trigger until the price is right and the value undeniable. With big-ticket purchases on the line, expectations run high: 66% need to see at least moderate discounts (30%+ off) to justify hitting buy. This is what BFCM is all about for Lyra when it comes to electronics. Those markdowns are what she’s been waiting for, the signal that it’s finally time to buy.

Reviews are her beta testers, confirming that “revolutionary” feature actually works. Loyalty perks dictate her vendor lineup. Extra points on bundles? Extended warranties for members? She’s locked in. She defaults to brands with proven track records but will take a chance on newcomers if the ratings are bulletproof and the specs check every box on her gift list.

65%

of shoppers like Lyra say loyalty programs, points, or exclusive perks influence their purchase decisions.

75%

rely heavily or moderately on reviews to confirm quality and performance before making a purchase.

“For holiday shopping I use AI tools like Perplexity and ChatGPT to rapidly compare complex product specifications and summarize long review threads.”

-Ben, 33, California, USA

BFCM Shopping

Regular Shopping

48%

of her shopping is mostly or entirely online

During BFCM, online channels let Lyra monitor price fluctuations in real time and efficiently juggle multiple high-value purchases. She’s focused on trusted tech titans as willingness to try new brands drops 10% during BFCM. She zeroes in on specific items her recipients want, prioritizing reliability over experimentation. Shoppers like her who rely "very heavily" on reviews rise during BFCM, running final diagnostics on big-ticket items to eliminate buyer's remorse before hitting checkout.

32%

of her shopping is mostly or entirely online

Outside of BFCM, Lyra's in full exploration mode. She demos products in-store more frequently, geeks out over new releases, and shows more willingness to experiment with emerging tech brands. Reviews are critical; 80% of shoppers like her rely on them for purchase decisions. When shopping for birthdays or graduations throughout the year, she's evaluating features for each recipient's specific needs and use cases, not racing to validate an entire pre-approved holiday gift list.

Display Earning Power

Communicate reward opportunities - make sure to display the opportunity to earn points on PDPs. When Lyra is comparing products and websites to purchase, she’ll know that she stands to earn X number of points on their purchase.

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Prompt Better Reviews

Use custom questions and Smart Prompts (AI-powered topic suggestions that guide reviewers to write more detailed, relevant feedback.) Ask reviewers about things like sound quality or battery life. These insights power filters and keywords that help shoppers quickly find what they’re looking for.

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Create Gift Guides

Gift guides reduce the noise and create curated collections to help shoppers get what they need versus getting nothing at all.

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