This time of year is something very special for bargain hunters: the promotional days around Black Friday, which falls on November 28th this year, promise good discounts. Many people in Germany use them to buy Christmas presents. Why is the day so slow? The most important questions and answers:
What is Black Friday all about?
Many retailers offer discounts on Black Friday. Some advertise with terms such as Black Week or Black Deals, as the promotions often extend over several days. Black Friday has its origins in the USA. The day after Thanksgiving, the fourth Thursday in November, is traditionally considered the start of the Christmas business there.
How many take advantage of the campaign?
A YouGov survey conducted in September shows: 13 percent definitely want to go bargain hunting, while 34 percent probably want to. The most common motive: saving. The most popular product category: clothing, fashion and shoes. Offers from this area are attractive for 51 percent of those interested. PCs, tablets, smartphones, software and apps (46 percent) as well as consumer electronics such as televisions, audio systems and game consoles (41 percent) are also popular. One in four people prefer to shop in store rather than online.
According to a survey by management consultancy PwC, consumers who want to shop around Black Friday want to spend an average of 265 euros – one euro more than in 2024. “Men spend significantly more than women, which is also due to their greater preference for electronics and technology,” says PwC retail expert Christian Wulff.
Because of the reluctance to buy, customers are increasingly looking for discounts, reports the retail research institute IFH Cologne. More and more people are finding out more about the products they want before the promotional days. “Many people wait until November when they make long-planned purchases – because they know that it will probably be cheaper then,” says Andreas Baetzgen, an advertising expert and professor at the Berlin University of Applied Sciences.
Why isn’t Black Friday interesting for everyone?
According to YouGov, 9 percent categorically exclude their participation, 29 percent probably do not want to take part. The reasons: no need (58 percent), rejection of the consumer hype (39 percent), distrust of discounts (38 percent). For 23 percent, the prices are too high despite the discount, and 20 percent find the event too stressful and confusing. Over two thirds see Black Friday as a driver of overconsumption and environmental pollution.
What effect does the campaign have on consumers?
“Black Friday has also achieved cult status in Germany and is an integral part of the calendar,” says Hans Georg Häusel, brain researcher and consumer psychologist. “Humans are herd animals and are oriented towards others.” The day of action has become a social event and is therefore difficult to ignore. “Buying is a reward for people, which is why many people look for bargains.” Black Friday tempts you to buy. Häusel compares Black Friday to an Advent calendar. “People are excited to see what’s in it for them.”
What can we observe this year?
Black Friday may not be until the end of November, but more and more retailers are offering discounts from the middle of the month – sometimes referred to as advance deals. This aims to make customers prefer purchases. Elsewhere, the offers only apply in the last week of November – even though Black Friday has been advertised for a long time. This can sometimes be confusing and confusing for customers, says marketing expert Baetzgen. “Black Friday is increasingly expanding and moving further and further forward. The whole of November is becoming a blockbuster, which takes away the momentum from the actual Friday.”
How good are the discounts?
The comparison portal Idealo has analyzed this for 2024. The prices of around 10,000 products from various categories were examined. 73 percent were cheaper around Black Friday than in the previous month. The average savings was 7 percent. The discounts were particularly high on televisions (-17 percent) and vacuum cleaners (-15 percent). According to an Idealo survey, almost 70 percent of consumers believe that retailers raise prices in advance to make later discounts appear larger.
As PwC expert Wulff reports, consumers have lowered their expectations. From a reduction of 36 percent, a discount is considered good. Last year the threshold was 50 percent.
What do customers need to pay attention to?
According to brain researcher Häusel, bargain hunting involves risks. The mind often switches off. “You have to think carefully: What do I really need?” Consumers should know the prices of desired products in advance in order to be able to estimate discounts. And what do you do when you make spontaneous discoveries? His tip: “Wait two hours. If you still want the product, go for it.”
Consumer advocates recommend: Prices should be compared using at least two search engines. In addition, you should not allow yourself to be put under pressure by countdown bars or clocks. The experts advise against paying in advance. There is a warning about fake shops. A look at the legal notice and customer reviews can provide security. The consumer advice center offers a fake shop finder to check the seriousness of providers.
According to a Schufa survey, around one in four people in this country has been a victim of online fraud. Shoppers should be particularly vigilant before Black Friday. This creates new business areas around the action days. Insurers advertise cyber insurance that offers protection when shopping online and against possible damage.
How important is Black Friday for retail?
Importantly, however, the peak may have been passed. Revenue could fall for the first time this year. German retailers expect sales of 5.8 billion euros around the promotional days – almost two percent less than in 2024. The forecast is based on a consumer survey. The German trade association says that weak consumer sentiment is dampening expectations. For comparison: In 2018, revenue was 2.5 billion euros.
Many retailers view Black Friday ambivalently. In order to give good discounts, companies often forego profits, says Axel Augustin from the Textile Shoes Leather Goods Trade Association. The association advises specialist retailers not to take part. However, most major chains participate. “The pressure is too great. Discounts are like a drug – for retailers and customers,” says Augustin.