How did Black Friday go? It will only be known tonight at the close of Cyber Monday, the big day of online shopping. In the meantime, the “physical” business has gone very well, even if talking about recovery is premature, as volumes are still well below the pre-pandemic period (2019).
Black Friday: everyone in the talk but what is it?
Someone wants to trace the origins of Black Friday back to American slaves, indicating that it was the day they were sold. Nothing could be more false, the origin of this anniversary, very important for shopping, is very recent and has to do with the Thanksgiving Bridge, which falls every year on the fourth Thursday of November. Something very similar to our long weekend of the Immaculate Conception, a holiday so close to Christmas that it kicks off Christmas shopping.
And like all anniversaries that have to do with consumerism, this too has been imported into Italy in recent years, so as to offer the trade a breath of fresh air before the holidays and the sales that take place before the Befana.
On Black Friday, the Friday after Thanksgiving, Americans literally storm the department stores, which for this day offer “crazy” discounts. Then, the sales go on all weekend and on Monday we go back to the office. Any better opportunity than to buy some technological object online at better prices than those seen in stores? This day has been christened Cyber Monday, the day of online sales and exaggerated discounts of eCommerce.
United States: Sales + 48% but below pre-pandemic levels
This year, business went very well in the US, despite the spread of the omicron variant (the South African one). The stores have been stormed and, according to the first estimates of Sensormatic Solutions, sales on the physical have jumped by 48%, which if they remain 28% lower than those recorded in 2019, before the pandemic.
On the other hand, online sales turned out to be disappointing with an estimated 8.9 billion spending, on the lower part of the forecasts provided by Adobe and below the 9 billion recorded in 2020, the year of the pandemic and the boom in online shopping. In fact, in 2019 the business on the internet did not shine with 7.4 billion in total spending.
Italy: purchases for 1 out of 2 Italians
The tradition of Black Friday seems to have taken hold in Italy. Confcommercio-Format Research shows that 1 out of 2 Italians went shopping last weekend: 53.1% of Italians anticipated Christmas gifts on the occasion of the two-day discount.
The purchase is made mainly on the web (71.7% of the total), while those who continue to shop in the traditional way mainly go to shops in shopping centers (40.6%), few to distribution chains. organized (23.3%) and proximity points of sale (23.5%).