Instead of a one-day sale, the winner is a longer period
Although almost two-thirds of shoppers (63%) specifically look for special offers, the one-day Black Friday, which used to be synonymous with extraordinary discounts, has now become a longer, even month-long discount period. Only 11% of customers indicated that they shopped on Black Friday last year, and expectations for this year are similarly restrained. Part of the reason for this is that popular sales are now not only for one day, but for a longer period, so people no longer prepare so concentratedly for a single day.
“With the constant change in customer habits, it is also important for MediaMarkt to adapt to new expectations. Black November gives our customers the opportunity to select discounted products from our increased inventory not in one day, but for an entire month, avoiding crowds and unnecessary haste. In this way, they can comfortably, after careful consideration, acquire the technical devices that really represent value in their everyday life and can be useful gifts at Christmas.” – added Gábor Szilágyi, managing director of MediaMarkt Hungary.
Decrease in interest and increase in awareness
According to the research, the power of Black Friday is fading because customers are becoming more and more aware. 60% of those planning to shop during the event are thinking about purchasing products that they would buy anyway, while 42% are specifically looking for Christmas gifts. More than three-quarters of the survey participants said that they only buy products during the holiday season that they would have planned to buy anyway. In addition, more than half of the participants (53%) are indifferent to the event, and many avoid impulse purchases due to the economic challenges of recent years, even despite significant price discounts.
Dominance of online shopping
Based on the research, 44% of customers look for special offers exclusively online, while another 34% pay attention to offers both online and in traditional stores. Only 8% of people specifically looking for deals in traditional stores, which clearly shows the dominance of online shopping, especially during the Black Friday period.
From smartphones to coffee makers – what do Hungarians buy?
The demand for technical goods is outstanding: nearly half of Black Friday customers plan to buy a smartphone, tablet or smart watch, spending an average of HUF 90,000 on this category. Entertainment electronic products – especially smart TVs – are also popular, where an average of HUF 235,000 is expected to be spent, while interest in household appliances reaches 62%, especially in the case of coffee makers and dishwashers.
Outstanding total spending is expected
On average, those who plan to make a purchase allocate HUF 195,000 for discounts, which, projected on an audience of 4.2 million people who often use digital devices, means approximately HUF 95 billion in planned spending. Projected on the entire market, including unplanned purchases and those who use digital devices less often, this amount can reach HUF 150-160 billion.
Source: www.technokrata.hu
