Black Friday has just ended and it’s time for the first assessment. The commercial period imported from the United States has continued to progress in France for several years, traders taking advantage of the event to offer more or less crazy promotions before the Christmas holidays. Traditionally, Black Friday marks the end of Thanksgiving on the other side of the Atlantic and provides the opportunity for a mega-sale, even if the operation has become over time more of a marketing episode than a real fair of good deals.
In 2021, the meeting took a turn for the worse. According to figures provided by GfK, “Black Friday 2021 turnover reached 784.2 million euros according to GfK Market Intelligence data, against more than 930 million euros last year, down 16.9%”. The calculations relate to week 47, from November 22 to 28, and the household’s capital goods. And all the universes are in decline according to the analysis firm: -8% for IT-office expenses, -13% in telecoms, -15% in large household appliances, up to -23% in consumer electronics / photo and -26% in small household appliances.
“We must consider the almost uninterrupted increase in sales for 18 months, explains Pierre Geismar, Market Intelligence Lead of GfK. At the end of November, we saw increased turnover in all areas, from + 3% in IT to + 14% in large household appliances, after a year 2020 boosted by @Home trends and an income of +4 % for household equipment players ”, specifies the analysis firm in a press release published in early December.
E-commerce turnover is growing
But if the physical circuit is strongly impacted (-12%), e-merchants have managed to do well since their turnover increases in 2021 by 20%. “The Internet captures 39% of the income generated during the week of Black Friday, a difference of +8 points compared to the 2021 average”, says Raphaël Guillou, GfK Retail Intelligence consultant. The main players fired very early this year, diluting the event over several weeks, like an Amazon which launched the festivities on November 8. The machine accelerated on Friday, December 15 with all e-merchants, without relaunching the engine that arrived on D-day.
This is a phenomenon that we have seen on Digital. The big meeting of D-Day did not take place this year, unlike 2020. It must be said that last year, we were coming out of a period of confinement and e-merchants had benefited from the closure of shops physical. “In 2021, contrary to the impressions left by the strong communications from the beginning of November, consumers dispersed their purchases less: the average turnover per week has remained relatively stable since mid-October and activity recovered only the week preceding the Black Friday, and in smaller proportions than in 2020 ”, analysis GfK.
All product categories see their e-commerce sales increase: IT-office automation and telecoms are the most “digitized” categories with almost € 1 in 2 spent online when large household appliances reach the symbolic level of 30% of turnover achieved on the Internet.
If we observe in detail the study by GfK, the product categories that emerge in the first place are mainly laptops (116 million euros), smartphones (106 million) and televisions (104 million). On Digital, the star products of this Black Friday (which generated the most clicks in our price tables) are coffee makers with grinder, smartphones and tablets. TVs also manage to place very well in our top 10 drawn up for the pre-Black Friday period.
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