Less enthusiasm for Black Friday: just over four in ten French people are planning purchases

Black Friday is (soon) back. Next Friday, November 29, many brands will offer promotions on their products during this global event born across the Atlantic. Like every year, the French plan to participate to get good deals. According to an OpinionWay survey for ShopFully, 44% of French people plan to make purchases, particularly those under 35 (60%).

A way to prepare for Christmas

A false enthusiasm? According to the same source, nearly one in four French people do not wish to participate (23%), while a third (33%) are hesitant. Only 33% of those over 50 plan to make purchases on this date. “The main reasons given by those who turn away from this event are a lack of interest in the offers (42%), the impact of inflation on their budget (33%) and reductions considered insufficient (25%)”describes this survey.

Still, this day can also be used to prepare for Christmas, a month later. “For consumers who participate, the motivations are above all to prepare Christmas presents (26%) and to treat themselves (23%)”notes this study. “In addition, 16% of respondents will take advantage of Black Friday to acquire expensive items benefiting from discounts, an opportunity that consumers consider strategic for more expensive purchases.”

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But not everyone jumps on the first offer that comes along. “The study reveals that 53% of consumers start comparing prices and searching for deals the same day, mainly online (40%)”continue the authors. “Moreover, 42% start their searches at least a week before Black Friday, demonstrating increased planning to take advantage of the best deals.”

Survey carried out by OpinionWay between October 18 and 21, 2024, among 1,022 French people, a representative sample of the French population aged 18 and over. The quota method was used.