The forecast for Black Friday 2024 shows moderate sales growth in the Consumer Electronics sector, despite an early start-up period and some promotions in the preceding weeks. GfK’s figures show that consumers are starting to seek out Black Friday deals earlier, with promotions and discounts starting up to 4 to 5 weeks before the actual Black Friday week.
“We see Black Friday starting well in advance this year, giving consumers more time to explore offers and make decisions. This shifts the dynamics of the traditional Black Friday weekend,” said Niels van Steijn, Head of Market Intelligence Netherlands, GfK – An NIQ Company.
In the weeks leading up to Black Friday (up to and including week 45), slight sales growth is visible within consumer electronics, mainly driven by categories such as Small Household and Telecom. Consumer electronics, such as TVs and audio equipment, and IT equipment, on the other hand, lag behind in performance.
The Dutch retail market is currently in flux, including the recent bankruptcy of Blokker, which raises questions about the impact on consumer behavior. Will this lead to a shift to online purchases, or can consumers expect extra spectacular discount promotions? Partly due to these uncertainties, there are no signs of spectacular sales growth before Black Friday 2024.
Expectations also include the increasing popularity of more expensive, premium segments, such as larger TV sizes and OLED screens, which may boost sales. However, these segment shifts represent a modest contribution to overall revenue expectations, which show only slight growth despite early promotional activities.
Source: www.emerce.nl
