Its date is, for this year 2024, set for this Friday, November 29. It usually marks the start of holiday shopping. This is obviously the famous “Black Friday”!
For 4 years, the “The French and Black Friday” OpinionWay barometer for Bonial has been following the evolution of French consumers’ behavior in the face of this important time, which has become essential in the commercial calendar.
Young people boost Black Friday
In a still fragile economic context, the French are counting on Black Friday to take advantage of promotions: 29% of them plan to make purchases on Black Friday, a trend slightly increasing compared to 2023 (+2 points).
Young people (18-24 years old) are the most likely to participate in Black Friday, with one in two young people planning to shop during this event. This propensity decreases significantly with age, highlighting a growing interest in Black Friday among new generations.
Reduced budget but growing interest in daily purchases
Black Friday 2024 marks a notable change in the purchasing habits of French consumers. With an average budget of €388 (- €28 vs. 2023), we observe a reorientation towards the purchase of everyday products. In fact, 20% of buyers plan to take advantage of reductions in current consumption (+3 points).
Ready-to-wear remains by far the type of product most considered by the French (45%, +8 points compared to 2023). Hygiene and beauty products were also mentioned more than last year (28%, +6 points) and are placed in second position.
A drop in purchasing intentions for smartphones, computers and televisions…
At the same time, cultural products (24%) also recorded a strong increase, as did sporting goods (21%) with an increase of 8 points each.
High-tech products are also cited, led by audio devices such as earphones, headsets or speakers (18%, + 6 points).
On the other hand, we observe a significant drop in purchasing intention for smartphones (15%, -3 points), computers (14%, -2 points) and televisions (8%, -4 points).
79% of buyers say they wait until this period to make their gift purchases, and 20% of them even plan to buy all of their Christmas gifts.
This behavior confirms the importance of Black Friday in the French’s festive purchasing strategy.
A trend of returning to local commerce!
Black Friday remains primarily digital, with 87% of shoppers planning to do at least part of their purchases online. Purchasing channels are diversifying, and internet use has reached its lowest level in 4 years, with 42% of buyers planning to make all their purchases online, a drop of 11 points compared to 2023!
Meanwhile, 45% of buyers are now ready to mix online and in-store purchases (+8 points). Purchases made exclusively in store are gaining ground and increasing year after year, going from 8% in 2021 to 12% this year!
Could the trend of a return to local commerce begin its comeback?
Many indicators, economic, social or societal, suggest this…
Methodology:
Representative sample of the French population aged 18 and over 1,009 people. The sample was constituted using the quota method, taking into account the criteria of sex, age, socio-professional category, urban area category and region of residence. The interviews were conducted from October 24 to 28, 2024.
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