What trends are expected for Black Friday 2022?

Since Black Friday the turnover figure represents 30% per annum

Analysing internal data on eXprimeNet customers in the retail sector, the turnover generated from the last weeks of December to the first week of January can be as much as 30% per year.

The data for this trend analysis was based on a nationwide market survey of 1,500 consumers and on data we handle internally on retail customers at eXprimeNet.

Inflation could boost 2022 Black Friday figures

[Data from the study].
During Black Friday, users who are more sensitive to price and discounts are more likely to buy, and given the current inflationary situation, this year could see an increase in the volume of users buying given this trigger. During this period, Christmas shopping could also be brought forward even further.

The study reveals that 39% of users decide to delay their purchases in anticipation of Black Friday. Of these people, 22% use these discounts for non-essential purchases and 21% for the purchase of high-value items.

Waiting for BlackFriday to buy the products you need?

Yes 39%
No 61%

* 45.33% of those who have expressed their intention to buy something during Black Friday belong to generation Z.

What kind of products do you prefer to buy on BlackFriday?

Non-essential products 22%
Not-so-essential high-value products 21%
Essential products 57%

One third of Spaniards plan to shop on Black Friday 2022

[Data from the study].
Of all these shoppers, 78.41% will do so in person while 21.59% will opt for e-commerce.

How do you prefer to do your Blackfriday shopping, online or in stores?

In physical shops 78,41%
In online shops 21,59%

We are not clear about what we are going to buy

[Data from the study].
Up to 64% of users are not clear about what they are going to buy prior to the start of Black Friday, which means that they would shop in the heat of the moment. Only 7% of people go into the day with a clear idea of what they are going to buy.

Are you sure what you are going to buy on BlackFriday?

I am not sure what I am going to buy 64%
I am more or less clear about what I want 29%
Yes, it is very clear to me 7%

Predisposition for local consumption but prior online research

[Data from the study].
We know that 78.41% of shoppers plan to shop in physical shops but of that percentage, 60% of those who have said they will go to physical shops also want to research online first before buying. Physical shops will therefore be competing with their local environment and also with their digital environment, it is a complex situation but they have to take into account that the users who walk through the door will be very informed users.

Even if you buy in a physical shop, will you do your research online first?

I compared in a physical shop but first I will investigate online.  60%
I will buy in a physical shop without the need to research online first.  40%

Internal data] [Internal dataIn addition, we see it in a remarkable way during these dates in our customers, there are more "add to cart" during these weeks in order to know the final price and shipping costs. The rest of the year, 9% of the users who visit the website "add to cart" products" and during these dates this figure stands at 14%.

The expected average expenditure will be around €200.

From the data collected in 2021 in Spain, it was evident that 55% of shoppers were women, against 45% of men. However, the average spend of men was slightly higher than that of women. Male shoppers spent, on average, around 200 euros, compared to 180 euros for female shoppers.

Gender Market share Average expenditure figure
Male 44% 200€
Female 56% 180€

We buy without a fixed budget depending on opportunities.

[Data from the study].
Also, about 60% of consumers are unsure about spending volume. For 60% of people the volume of spending depended directly on the offers they find.

Do you know how much money you are going to spend on your Blackfriday shopping?

I don't know how much I'm going to spend on Blackfriday 60%
Yes, I have an estimated budget 40%

Technology, fashion and accessories as preferred purchases

[Data from the study].
Technology products, which comprise 40% of demand, sales of this product extend until Cyber Monday. Next, the fashion and accessories sector takes up 33% of demand. Leisure and entertainment plans fall to third position with 7%.

What kind of products are you going to spend most of your Blackfriday spending on?

Technology 60%
Fashion and accessories 33%
Leisure and entertainment 7%

Let's get a head start on Christmas shopping

[Data from the study].
74% of those surveyed said they would do their Christmas shopping in advance. This is therefore a great opportunity for businesses that are prepared for the demand for such products.

If you see good opportunities, would you bring forward part of your Christmas shopping?

Yes 74%
No 26%

Mobile sales to dominate 60%

Internal data] [Internal dataIt is worth noting that, according to our online shopping data, 60% of users completed their transactions via mobile phones, while the other 40% will do so via PC or tablet.

[Data from the study]. It is important to have the entire purchasing process optimised for mobile devices as 25% say they would not buy again if their online experience is not optimal. The customer experience on the different platforms has to be ideal so that this translates into sales but above all brand loyalty.

If you buy online from a new retailer, would you repeat purchases in the future?

Yes, if the shopping experience is positive 75%
No, not if the purchase experience is negative. 26%

Emailing is still the most effective channel

Internal data] [Internal dataIn terms of channels, the most effective is email, with a 4.5% conversion rate. This is followed by direct with 4%, search with 3% and social media with 2%.

Channel E-mail address Direct Search engines Social media
Conversion 4,5% 4% 3% 2%

A Black Friday with higher shopping forecasts than in 2021

Inflation could be the trigger that activates sales even more over the next few weeks. These are dates with percentages and purchase KPIs with better performance compared to the rest of the year, if you add to this a higher volume of potential buyers, Black Friday 2022 is an attractive time to increase turnover.