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Black Friday: the behavior of Italians in this 2021

Black Friday: the behavior of Italians in this 2021

Black Friday and Cyber ​​Monday, the commercial recurrences that correspond to the last Friday of November and the following Monday, are also two highly anticipated events in Italy for shopping in search of bargains.

A recent study conducted by Simon-Kucher & Partners, a global consultancy firm specializing in strategy and marketing, investigated the purchase intention of Italians during Black Friday and Cyber ​​Monday in this 2021 characterized by a slow but constant return to normal, after pandemic and lockdowns led to social uncertainty and economic slowdown.

Appointments no longer just “stars and stripes”: all the interviewees, knows Black Friday (+ 1% vs 2020, referred to as “promotional sales day in which discounts are offered”), and the notoriety of Cyber ​​Monday is also high, at 75%.

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Yes, but what about the purchases? More than 7 out of 10 Italians they declared their intention to buy something during these days and 54% (58% in 2020) who will make purchases in both moments. The purchase inclusion is down compared to the previous year (72% vs 78% in 2020) in line with higher consumption and numerous promotional events that preceded these two days.

Once again electronics (64%), small appliances (50%) And clothing (41%) confirmed themselves on the podium of the most desired categories, followed by life-style accessories (36%), books (32%) and beauty products (32%).

COVID19 impact – some trends from 2020 are confirmed: overall, the pandemic does not negatively affect purchase intentions, however it leads to an assessment of these events with a view to saving: those who declare that they have been impacted by COVID19 are more interested in shopping (77% vs 65% of those least impacted by COVID19), in particular online and in your neighborhoodconfirming the pandemic trends.

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Rationality also remains, planning of the shopping cart e limitation of impulse purchases for the86% of Italians in view of Black Friday and Cyber ​​Monday. Of these, however, 63% are informed only in the previous two weeks.

Italians return to spending at pre-pandemic levels: € 213 is the average expected expenditure. Rationality and planning, but not fear: the average expected expenditure has grown by + 13% compared to 2020 (188 €), and is even higher than the pre-pandemic of the 2019 (€ 208). The trend is confirmed that sees men plan spending on average higher (€ 246) than women (€ 184).

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It is confirmed even this year the discount paradox: If low it does not work and if too high it does not generate additional sales appeal. For Italians, the optimal point is between 30% and 40%.

Black Friday and Cyber ​​Monday they really are the cheapest days of the year to go shopping? 40% of Italians designate Black Friday as the one with the best deals, followed by the end-of-season sales 16% and the pre-Christmas ones (11%).

“Despite a gradual return to pre-pandemic consumption and propensity to spend, COVID19 has indelibly impacted the purchasing behavior of consumers: Omnichannel, sustainability and greater proximity purchases are some examples of factors that will continue to be key in purchasing choices ” comments Francesco Fiorese, Partner of the Milan office of Simon-Kucher & Partners, “For this reason the price and the discount are not the only levers to bet on, the shopping experience or the promotional assortment will make the difference.”