BFCM On Tour Shopper Personas

SOL The Opportunist

Spontaneous

Shop for Others

Meet Sol: the opportunistic gift-giver who loves the thrill of finding the perfect gift for everyone on her list. No spreadsheets, no master plan, just a sharp eye for “wait, Mom would love this” moments. Representing a group that’s 62% female, 38% male, and 35% Gen Z, she shops with instinct.

Deep discounts are her green light, making amazing gifts suddenly affordable. Discovery fuels her search, surprise drives her choices, and BFCM deals turn browsing into wins. This isn’t just shopping, it’s a treasure hunt.

SOL

In fashion, Sol’s BFCM is all about discovery-driven gifting. She’s not working off a detailed list, she’s scrolling with purpose, ready to grab that statement coat that looks like it was made for her best friend or add those sneakers to cart the moment she realizes her brother would actually wear them.

For 60% of shoppers like Sol, BFCM is when holiday shopping officially kicks off. 18% are actually trying to knock out their whole holiday shopping list during BFCM, turning a few strategic shopping sessions into the bulk of their gift haul. Discounts aren’t just nice, they’re essential and the #1 reason Sol is shopping BFCM at all. Shoppers like Sol need to see real savings to justify the buy: 40% require deep discounts of 50%+ off, while 46% need at least moderate discounts of 20-30% off. Without compelling savings, she’s scrolling past.

Star ratings are her quick filter. She’s moving fast and trusts the crowd: 33% need at least a 4.0 star rating, while 30% won’t consider anything under 4.5 stars. Reviews act as her confidence check. Confirming fit, quality, and whether that trendy piece is worth gifting or will fall apart after one wash. Loyalty perks play a supporting role, but unlike more planned personas, Sol’s loyalty is fluid. She’ll venture beyond her usual retailers if the discount is good and the product is right for the recipient on her list. In fashion, stakes are personal: a sweater that fits perfectly becomes a favorite, but one that shrinks or pills turns a thoughtful gesture into a closet reject. She’s hunting for pieces that get worn, not regifted.

49%

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

60%

of shoppers like Sol rely heavily or moderately on reviews to confirm fit, quality, and style before making a purchase.

“I’m just gonna wait and see what’s out there and what calls to me. I’m looking forward to finding bargains on top-rated items and maybe spotting that gift that makes my family jump for joy.”

-Monique, 24, Ohio, USA

BFCM Shopping

Regular Shopping

55%

of shoppers like Sol shop mostly or entirely online during BFCM.

During BFCM, Sol shifts heavily online. The bulk of her shopping is mostly or entirely online as she efficiently hunts across multiple retailers, compares deals in real time, and snags flash sales from her couch. Brand loyalty loosens, 23% become less loyal during BFCM, willing to shop anywhere for the right deal. When deals are everywhere, she's maximizing coverage, not sticking to favorites. Review reliance dips during BFCM as urgency and deep discounts override caution. If the deal is too good and reviews are decent enough, she's buying now and asking questions later.

35%

of shoppers like Sol shop mostly or entirely online during regular shopping.

Outside of BFCM, Sol's fashion shopping is more hands-on and exploratory, she's browsing stores in person more frequently, touching fabrics and discovering pieces she wouldn't have clicked on. Reviews become more critical: 75% rely heavily or moderately on them during regular shopping, up 15% from BFCM. Without the pressure of limited-time deals pushing decisions, she takes her time validating purchases, using reviews to confirm fit and quality when she can't see items in person or when shopping casually online.

Respond to Negative Reviews

Sol scans for brand accountability when she sees negative feedback. Use AI-Assisted Comments to quickly and authentically respond to reviews, showing issues were acknowledged and resolved. Transparency builds trust and turns potential concerns into proof you stand behind your products.

Learn more ->

Curate Top-Rated Gifts

Sol's hunting for high-rated winners. Make items with 4.5+ stars easy to find, feature them prominently on your homepage and create a "Highest Rated Gifts" collection. When the best products are front and center, she's adding to cart faster without endless scrolling.

Make Points Visible

Sol shops around, but points and perks influence where she commits. Remind loyalty members they have rewards stacked up with emails and on-site widgets. Offer exclusive early access or limited-time perks so she sticks with brands she loves instead of chasing discounts elsewhere.

Learn more ->

Get a demo

YOTPO POWERS THE WORLD'S FASTEST-GROWING BRANDS