The Black friday it has now become a global phenomenon, a highly anticipated time to shop. This year will involve, together with the other great November event, the Cyber monday, four out of five Italians, or 85% of the population. A PwC study tells it, which explains how 45% will shop with certainty, while 41% will do it only in front of profitable deals. Only 7% are not interested.
The average receipt, Pwc estimates, will be 235 euro, up from € 157 in 2020, with men spending more than women (€ 267 versus € 203). The aim is to buy specific items for oneself and for the family (43%), but also to find bargains and good deals (42%). The planners category (24%) already knows exactly what to take, while one in six has no idea yet and will proceed on impulse.
The most popular product categories should be theelectronics and the tech, chosen by half of the Italians, followed by clothing e accessories (41%), household items (24%), health and beauty (20%) e books (19%). There will be a lot of shopping online, with home delivery (58%), but also in physical stores (31%), through online orders with in-store pickup (8%) and shopping through voice recognition devices (3%).
To win, according to the research, will be the payments by credit card (40%), then with PayPal (38%), cash (11%) and mobile payments (4%). This is also because the e-commerce platforms will be a privileged channel for shopping in the two days. They allow quick purchases, useful if you have little time, especially on working days.
When asked about purchases made in 2020, consumers stressed that, among the negative aspects of Black Friday, there is precisely the dimension of haste, of confusion: 24% became impatient in front of the lines and overcrowded shops, on 21 % in front of out of stock items. Obviously, the hunt for Christmas gifts starts: even 28% will take advantage of the promotions to buy up to half of the gifts.
The euphoria will push someone (around 11%) to buy more, perhaps opting for more expensive products, enticed by tempting opportunities. But PwC analyzes show that the sustainability it will impact the choices of nine out of ten Italians. 43% will purchase only the necessary products, 29% will avoid making impulsive purchases, 26% will seek promotions and opportunities only for sustainable brands and products.
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