Due to inflation, French people's interest in good deals is growing. A context which makes Black Friday all the more essential. Officially set for Friday November 24, the 2023 edition of this major promotions fair promises to be a hit. In any case, this is what Kantar predicts, after observing the trends and results of the previous event. “The 22% growth in turnover achieved during Black Friday over the last 5 years shows us that this event has become essential,” believes the panelist. The latest Kantar study shows that “faced with the purchasing power crisis”, 36% of French people plan to favor promotional purchases. Black Friday therefore promises to be “a good year”.
Last year, nearly 5.8 million people took advantage of Black Friday offers on fashion products in France. Considering Friday and the following weekend alone, nearly 15 million items were purchased for a total turnover of 398 million euros. According to the panelist's analyses, the average expenditure was 67 euros. Figures that are dizzying, to the point that the three days considered represent 10% of the total turnover achieved in the month of November 2022.
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The reasons for this anticipated success are numerous. More and more, consumers would consider this promotional event as the right time to make their Christmas gifts. If “December nevertheless remains the preferred month for festive purchases”, spending on this month has fallen by more than 25% between 2015 and 2022. Far from being confined to a simple Friday but which extends over one to two weeks depending on the brands, the Black Friday period has become the antechamber of December 24. The French are taking advantage of this to spend more on gifts, although 66% of the sums spent are on fashion items. “The French are mainly shopping for men's fashion, accessories, women's dress shoes and adult sports,” analyzes Kantar.
If the French have set their sights on Black Friday, the event also, and above all, delights traders. And particularly on the web. The number of participating brands and websites has grown from year to year, observes the panelist for whom “Black Friday remains a particularly successful digital commercial event”. The share of digital transactions carried out at this time is twice the annual average (21% of total spending). It remains to be seen whether this year, inflation will not have the opposite effect, pushing the French to limit their spending.