According to an Ipsos study for the price and product comparator Le Dénicheur, Black Friday is particularly popular with 18-34 year olds since nearly 80% of them plan to take advantage of it.
As for several years now, Black Friday should be a commercial success. The price and product comparator Le Dénicheur is publishing this Thursday a study carried out by Ipsos among 1,000 respondents aged 18 to 75. Among them, 55% intend to make purchases during Black Friday, this proportion increasing among the youngest (78% of 18-34 year olds) while it decreases among older people since only 40 % of 55-75 year olds are affected. Furthermore, Black Friday is particularly popular among online shoppers since 61% plan to take action on this occasion.
“Commercial campaigns start earlier and earlier: from Black Friday, we moved to Black Friday Weekend, then to Black Week… even Black Month,” observes Romain Gavache, France director of Le Dénicheur.
“The objective of this extension is to first capture consumers’ purchasing intentions and budgets.”
Unsurprisingly, a certain number of French people plan to take advantage of this interesting period to buy their Christmas gifts: this will be the case for a third of them. Here too, young people aged 18 to 34 are more inclined to adopt this anticipation strategy (49%) while French people aged 35 to 54 tend to plan their purchases throughout the year.
Artificially inflated pre-discount prices and exaggerated or misleading discounts
This study by Le Dénicheur also highlights a form of distrust among the French regarding one-off reduction operations, whether Black Friday or more generally sales. If half of them perceive Black Friday as an opportunity to get good deals, only 13% believe that the offers offered during this day are real good deals. Thus, 47% of respondents think that prices are sometimes artificially inflated before reductions. Even more than one in three believe that the reductions are exaggerated or misleading and around the same number perceive this day as an incentive to unnecessary impulsive purchases.
It is therefore not surprising that the price but also the reductions are particularly scrutinized by buyers. For a large majority of French people (92%), the final price is the first criterion and more than half (55%) pay attention to it. But a particularly significant proportion of those questioned indicate that they attach importance to the amount as well as the percentage of reduction (88% and 84% respectively).
“If the price of a product seems attractive on one site, it may however be more interesting elsewhere or have been significantly lower in the past,” points out Romain Gavache.
“Even if a reduction seems advantageous on a given site, it can be much less attractive when compared to the entire e-commerce market,” continues the representative of Le Dénicheur. “It is therefore important to ignore crossed out prices and reduction amounts but rather to look at market prices and history.”
