Black Friday continues to grow. Tomorrow’s day of discounts is awaited by 86% of consumers, and 44% have already decided what to buy, for an average spend of around 235 euros per person and an overall turnover of at least 3.8 billion euros , with an increase of +8.6% on last year. This is estimated by Confesercenti, based on the traditional survey on Black Friday conducted with Ipsos on a sample of Italian adult consumers, and integrated with a survey of associated companies.
– WHO BUYS
86% of consumers indicate interest in Black Friday: 44% who have already decided to buy, to which is added a similar share (42%) of Italians who will ‘probably’ buy. Black Friday is especially popular with young people and the inhabitants of the southern regions (50% will definitely buy) and with men (45% are sure compared to 43% of women).
– IL BUDGET
People over 34 (approximately) will spend the most 246 euro) and men (over 247, compared to almost 224 euros for women.). From a territorial point of view, the highest budget is reported by the inhabitants of Northern Italy: in the northern regions over 252 euros will be spent, compared to around 210 in the Center and 229 in the South and the Islands.
– THING IF YOU BUY
Even if, at least in Italy, Black Friday was born as a promotional event aimed primarily at technology, at the top of Italians’ desires are fashion products: 51% report being interested in purchasing clothing, accessories and footwear. This is followed by electronics/IT products, which collect 47% of preferences; in third place among the most sought after, beauty and personal care products, indicated by 31%. Then appliances (29%), books (22%), toys (15%), furniture and household products (15%), jewelery (12%). A share of 8%, however, is looking for a discount on travel, holidays and tourism products.
– CHRISTMAS GIFTS
In fact, over 70% of those who participate in Black Friday will use the opportunity to purchase gifts to put under the tree, and one in four intends to buy over half of the planned gifts. Overall, according to our estimates, over a third of Christmas gifts will be purchased early on Black Friday.
– WHERE TO BUY
The web will take the lion’s share, and in particular the large platforms: 70% of those interviewed indicate that they will make at least one purchase on Amazon and similar. Despite the ‘online’ characterization of the event, however, 21% of consumers will purchase in a local shop: in fact, over 200 thousand small or medium-sized shops will participate in the promotional day, just under one in three (29%): 12% only for Friday, while 17% will proceed with more extensive promotions.
“Black Friday – underlines Confesercenti – has now established itself among the major commercial events of the year, almost a third of the sales, but open to all product categories. A fundamental event for the holidays, given that it will be used by consumers to anticipate Christmas gifts. However, we need to review the rules to correct the competitive imbalance that exists with eCommerce giantsalmost all of which are large platforms which, thanks to their multinational structure, enjoy indisputable tax advantages compared to physical retail channels. An advantage which, combined with the great resources available to these giants, has led them to effectively dominate the Italian online sales market. According to the data provided to Confesercenti by the B2c eCommerce Observatory of the Polytechnic of Milan, the top 20 merchants achieve the 71% of the eCommerce market, approximately 38 billion of the total 54. A degree of concentration that has no equal in other distribution channels.”