3, 2, 1, go ! Black Friday started this Friday, November 29 at midnight. This year again, e-merchants and retailers will record very significant sales today linked to the strong markdowns offered on their sites and in stores. 51% of French people will benefit from these discounts, according to a study by Havas Market. Among those under 35, it is even 66%, compared to 38% for those over 55, as shown in this diagram taken from the study. 66% of those surveyed say they will visit the Amazon site to take advantage of Black Friday. It will even be the first platform on which they will go for 51% of respondents.
Reduce Christmas spending
Which product category is on the rise? Clothing, because the markdowns offered are significant. The French will spend 1.5% more today than in 2023 on fashion items, according to the Mastercard Economics Institute. This increase remains measured compared to that expected to be achieved by fashion companies in Hungary (+5.9%) or in Spain (+4.5%) and the Czech Republic (+4.5%), underlines the Mastercard Economics Institute in a press release.
In Francespending on electronics is also expected to increase, at +1.4% year-on-year. This spending will experience even stronger growth in the United Kingdom (+5.5%), Germany (+4.5%) and the Czech Republic (+3.2%). The French will also buy more jewelry and accessories, with spending expected to increase by 3%.
In search of savings, the French are banking on Black Friday to reduce their Christmas spending as much as possible, in this post-inflationary period when household purchasing power is just starting to regain momentum. 23% of French consumers will make their Christmas gifts today, indicates the Havas Market report. They were only 12% in 2021!
Among those under 35, the share is even higher, at 28%. Even those over 55, 18% are making their presents this November 29, as illustrated in the histogram below. “European consumers are heading into the 2024 holiday season with higher confidence than last year, while remaining cautious in their spending. They will favor essential categories for gifting, such as fashion, beauty and electronics, while demonstrating increased price sensitivity, as evidenced by their strong interest in Black Friday deals.underlines Natalia Lechmanova, Senior Economist pour l’Europe au Mastercard Economics Institute in a press release.
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