With the arrival of Black Friday, the e-commerce platform eBay looked into the consumption trends of the French. Savings, promotion, overconsumption and environmental issues, how does the French population position itself in the face of this event?
For the third year in a row, eBay will not participate in Black Friday. The e-retailer who prefers to support sustainable alternatives such as second hand or reconditioned goods, puts this non-participation at the heart of his action plan which aims to favor more responsible consumption. In this context, the brand conducted a study with Kantar deciphering the French’s relationship with Black Friday. This results in a drop in consumer participation, with only 43% taking advantage of the day’s promotions from the United States, compared to 54% in 2019.
The study carried out by eBay and Kantar reveals disparities between generations. In fact, 60% of 25-34 year olds plan to take advantage of the promotional period compared to only 38% of 45-54 year olds. Despite the drop in consumer interest in Black Friday, eBay notes an increase in the French budget, going from 118 euros in 2017 to 121 euros this year.
A drop in consumption influenced by environmental issues
Anchored in the commercial landscape for several years, almost all French people (92%) claim to know about Black Friday, unlike 2017 when only 63% of the population had heard of it. Despite this increased awareness of the event, the decline in awareness of Black Friday is explained by several factors. If 46% of French people believe that this event allows them to save money, they are just as likely to think that it encourages overconsumption. In addition, ecological concerns weigh heavily on the position of the French, 13% of whom affirm that these offers have a negative impact on the environment.
This awareness is particularly strong in Provence-Alpes-Côte d’Azur, where more than half of residents (55%) believe that Black Friday encourages unnecessary purchases, thus revealing a paradox in this region, which is one of the most fervent followers of the event.
Source: www.ecommercemag.fr
