November 17, 2023, 12:16 p.m. |
Reading time: 4 minutes
November is traditionally marked by online shopping and ushers in the Christmas business, which is so important for retailers. Every year, various shops organize what is known as Black Friday. We conducted a large survey asking our readers about their opinions and plans for Black Friday 2023 – with some clear results.
Black Friday (German: Schwarzer Freitag) originally comes from the USA. The date there is based on Thanksgiving and is therefore traditionally on the fourth Friday of November directly after the festival. This year, Black Friday falls on November 24, 2023. Due to the growing importance of the shopping day in Germany, we conducted a large survey among our readers in which over 34,000 people took part. The survey primarily asked about planned purchasing behavior on Black Friday; For example, how much money buyers plan in advance for it, which electronic products they are primarily interested in and whether such a major shopping event also encourages impulse purchases.
Planned budget for the action days
Black Friday has been around in the USA since the 1960s. There are various theories regarding the naming, which refer, among other things, to the economic term “black numbers”. Statistically speaking, many people use Black Friday with its discount campaigns to do their Christmas shopping or to buy larger items themselves.
Of the 34,538 people (as of November 16, 2023) who took part in our survey, almost 60 percent said they were not currently planning any purchases for Black Friday 2023. The remaining 40 percent are distributed quite evenly when it comes to their plans for that day.
According to the survey, quite different budgets are planned for Black Friday 2023 Photo: TECHBOOK / info.BILD.de
Around 7.7 percent plan to “only” spend up to 100 euros. Another 10.3 percent specify a budget of up to 300 euros, 5.6 percent specify up to 600 euros and 6.5 percent of those surveyed want to spend up to 1000 euros. The remaining 3,600 people (around 10.4 percent) want to spend over 1,000 euros or do not set themselves a limit at all.
Less interest in buying than on Black Friday 2022
In Germany, too, the importance of the shopping day is continuously increasing, although the willingness to buy has noticeably decreased following the strong inflation of the past few months. This is also proven by the figures from our TECHBOOK survey.
Overall, most respondents plan to spend less money than last year Photo: TECHBOOK / info.BILD.de
A clear majority of around 59.5 percent said they wanted to spend less money on this year’s Black Friday than last year. According to that German Trade Association The increase in 2022 was also only a comparatively small one of 3 percent. Previously, sales had increased by 20 percent.
According to our survey, almost 22 percent of those surveyed still want to spend a similar amount of money as they did last year. Only around 18.5 percent are planning a comparatively higher budget – a clear trend.
These product categories are particularly interesting
In the survey, we were also interested in which products were most exciting for our readers on Black Friday. The focus was clearly on the technical area, especially since you can often save a lot here. This also proves the general Interested in offers in the field of technology and electronicsik for Black Friday.
Which electronic devices are respondents most interested in on Black Friday? Photo: TECHBOOK / info.BILD.de
At least 40 percent of those we surveyed said they specifically wanted to buy technology products. However, one must take into account that the survey results are not representative and that our readership, on average, has an increased interest in technical products anyway.
The 40 percent who want to make corresponding purchases on Black Friday are broken down as follows: At 10.6 and 9.9 percent, there is a particularly high level of interest Household electronics and Smartphones. TV sets follow in third place with 6.2 percent, followed by the Gamingdivision with 4.9 percent. At least 4.6 percent of those surveyed said they bought products from this area Smart home and lighting wanting to buy, Wearables such as headphones or smartwatches came to 3.6 percent.
Planned purchasing behavior for Black Friday 2023
Finally, we wanted to know from our readers how they generally behave on Black Friday. Are you waiting for the big shopping campaigns before planning your purchases? And have you been tempted to make impulse purchases in the past?
In fact, in the first question about Black Friday purchasing behavior, a whopping 37.2 percent said they were delaying planned purchases until the end of November. Many people then hope for a particularly good offer. However, at 46 percent, people who plan their purchases independently of Black Friday etc. were still clearly in the majority. The remaining 16.8 percent said they didn’t know for sure.
A similar picture emerged when asked about possible impulse purchases on Black Friday. 64.8 percent answered this question clearly with no. The remaining 35.2 percent, however, have already made a purchase that was not actually planned because of a good Black Friday offer.