Market Overview

This Holiday Season, YP Arms Local Businesses with Insights on Consumer Shopping Habits


YP℠, the leading local marketing solutions provider and publisher of and The Real Yellow Pages®, is offering local businesses the insights they need to understand why consumers shop the way they do and why they pick one business over another.

With technology revolutionizing the way consumers look for products and services, local businesses struggle to understand what motivates consumer behavior or The Why Before the Buy℠. As part of its support of Small Business Saturday® on November 26th - a day dedicated to supporting local small businesses - YP is hosting a series of webcasts in the month of November.

The Why Before the Buy webcasts will bring together digital marketing experts to offer tips and best practices in building a rich online presence, search engine marketing and increasing brand awareness. The live series begins on November 2 and will also feature Google, Bing, Verve and Ramon Ray.

"With nearly half a million advertiser clients and millions of users across the YP℠ app, and The Real Yellow Pages, YP is committed to arming businesses with the information they need to create valuable connections with today's consumers," said Allison Checchi, Chief Marketing Officer at YP. "The consumer journey is complex, but it doesn't have to remain a mystery for local business owners. By understanding the factors consumers consider before making a purchase, businesses can take advantage of opportunities to grow."

For more information on The Why Before the Buy, visit whybeforethebuy. Also, follow the conversation #WhyTheBuy and #ShopSmall.

About YP

YP is the leading local marketing solutions provider in the U.S. dedicated to helping local businesses and communities grow. YP's flagship consumer brands include the popular YP℠ app, and The Real Yellow Pages®, which are used by nearly 60 million visitors each month in the U.S. (Internal Data, April 2016). YP solutions include online presence, local search, display advertising, direct marketing and print directory advertising. YP solutions and services are backed by thousands of marketing consultants and customer service professionals in local markets across the U.S. with relationships spanning nearly half a million advertisers. For more information on YP, visit us at Follow us on Facebook: and on Twitter: @ypforbusiness.

About Small Business Saturday

November 26th marks the seventh annual Small Business Saturday, a day to support the small businesses that can create jobs, boost the economy and preserve neighborhoods around the country. Small Business Saturday was created in 2010 in response to small business owners' most pressing need: more customers.

Barrie Rosen, 646-679-3669

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