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Black Friday : record results in France

Black Friday is becoming a commercial highlight in France. Since its introduction in 2014, the overall volume of online orders has increased by 465%. The event is breaking new records this year.

In only six years, Black Friday has become an inevitable moment of consumption for French people. This year, various opinion leaders have particularly contested this wave of promotions and some sites have even decided not to take part in this event. We could then expect a rather mediocre Black Friday, the figures of the Webloyalty Panel indicate the opposite: the French were again massively present this year (+21% of transactions compared to last year).

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Black Friday is becoming an unavoidable commercial moment in France

The Webloyalty Panel, which groups some 30 e-commerce sites among the French leaders, recorded a 21% increase in the overall volume of online orders compared to 2018 for Black Friday alone, Friday 29 November 2019. Since it arrived in France in 2014, Black Friday has become a major event: + 465% of the total volume of online orders between the first edition in 2014 and this edition in 2020, i.e. a volume of orders multiplied by 5.6.

It seems that the event has imposed itself in the calendar of the French people who don’t hesitate anymore to postpone their purchases to do them during the Black Friday: the online orders would have increased by 274% between November 22nd (Friday before the Black Friday) and November 29th. The most popular sectors in France are the housing (+23% compared to 2019) and fashion (+11%).

Online Sales progress on mobile phones

To find the best deals on this day, French consumers used their mobile phones, for the most part, an increase of seven points, with 40% of purchasesi. In 20, online orders placed via mobile phones during Black Friday were only 43%. Fashion remains the preferred sector for mobile shopping, with a 59% increase in orders placed via this device compared to 2019.

While Black Friday has been postponed to 4th December in France to allow time for the reopening of trades, the FoxIntelligence platform delivers an analysis, based on the trades made, of the last three editions of Black Friday. Over the last ten years, the promotional event has steadily gained ground and has become a fixture in the retail landscape.

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Black Friday: key figures of the last editions

The announcement of the lockdown in France has already launched the battle of Back Friday and Christmas earlier than previous editions. Online sales in 2020 are already on high standards, following government announcements. The 2020 edition of Black Friday could far surpass the 2019 edition which had the highest online sales.

Black Friday has become the preferred shopping time of the year for online shoppers. The Black Week continues to attract new cyber buyers: in 2017, 23% of cyber buyers had made a purchase during the Black Week against 31% in 2019, an increase of 34% in 2 years.

This ramp-up is also tangible during the week of the event, called Black Week, which continues on Cyber Monday. A moment when the average basket is high since 2017 around 170€. For the moment, 2018 was the year with the highest spending per buyer, with an average basket of 178 euros.

The Black Friday period is also favourable for Christmas shopping

Not surprisingly, the categories identified as gifts have the highest growth in online shopping. Video games are in the lead, with orders multiplied by 5.2 during the promotional week. This is followed by the games and toys category, which has increased fivefold, and the high-tech category, which has quadrupled. On average online purchases Online purchases have been multiplied by 3.3 during Black Week over the last 3 years.

On the platforms that have recorded the highest volumes of business, the leading quartet remains immovable and unchanged on the last ones with Amazon, Cdiscount, Fnacet Darty. Rakuten is nevertheless the platform that has achieved the strongest growth over the last three editions, moving from 16th place in 2017 to 5th in 2018.

The ranking of the best-selling brands over the last three editions is dominated by the large high-tech manufacturers who hold the top places, namely Apple, Samsung, Sony, Xiaomi and Nintendo.

Source : https://webloyalty.fr/