🛍️Black Friday is no longer a single day, but a week-long discount extravaganza. However, studies show that customers are becoming more critical and strategic in their approach.
📉 Although consumer reluctance to spend has eased somewhat in recent years, interest in bargain events is declining. According to Yougov, willingness to shop on Black Friday rose from 30 to 38 per cent (Cyber Monday: 19 to 24 per cent), but enthusiasm is lower than it used to be.
⚖️43 per cent of Germans stated that they were less interested in discount campaigns. Growth is mainly driven by Gen Z and millennials.
Black Friday hype requires more marketing pressure
📊With the growing hype surrounding Black Friday, it is becoming increasingly difficult for retailers to achieve results through performance KPIs alone. Additional impetus is provided by image and video content, personalised descriptions and proprietary channels such as newsletters.
An IFH study shows that many consumers are postponing planned purchases until November, with 26% already looking for deals before October. Purchases are not only made for gifts (66%), but also for personal use (91%). Durable goods such as technology, leisure items and fashion are particularly in demand.
👉Retailers should make targeted use of the fourth quarter – not only for short-term sales, but also as a basis for the coming financial year.
Younger shoppers drive Black Week success
📌62% see Black Week as the most important shopping event – especially 18- to 29-year-olds (76%), while only 38% of 60- to 69-year-olds respond. At the same time, criticism is growing: 39% find discounts implausible, 31% complain about artificial shortages, 30% feel pressured; 59% find the advertising intrusive.
For retailers, the right channels are crucial: brochures and websites (85% each), retailer apps (77%) and price comparison sites (74%). 💡In addition to acquiring new customers, maintaining existing, trusting customers remains central.
