Between Black Friday and Cyber Monday, Italians will spend around 1.8 billion euros online this year (+ 21% compared to 2020). It is the estimate of the “eCommerce B2c” Observatory of Netcomm and Politecnico di Milano, relating to online purchases in the long shopping weekend (26-29 November) that opens the race for Christmas purchases. The purchase of products will prevail, which will exceed 1.5 billion euros (+ 20% approximately compared to a year ago), in particular, in the clothing, IT and electronics, jewelry, perfumes, care products sectors. body, furniture and toys, food and wines.
In November and December, Italian sites will enable approximately 25% of online spending for the whole of 2021. Particularly aggressive operators in promotional terms – explains the Observatory – will also achieve 6-8 times the turnover of an average day.
“In general, the months of November and December will be particularly hot for the e-commerce of our country – says Valentina Pontiggia, director of the eCommerce B2c Netcomm-Politecnico di Milano Observatory -. In this period, in fact, online sites will enable about 25% of online spending for the whole of 2021. Also in view of Christmas, the trend will be to promote a complementary, and no longer conflicting, use of the channels “.
2021 also seems to be the year to push green projects: from the promotion of shopping vouchers to encourage the purchase of more sustainable products, to fundraising for the maintenance of natural reserves, up to the enhancement of “second hand” thanks to extras second-hand valuations.
Particularly in the spotlight, the fashion sector: the Italian Fashion Federation estimates an average increase in sales in the sector of 50% compared to 2020 and in line with those of 2019, with a turnover that is only around the products of fashion around 500 million euros. The positive estimate, underlines a note from the Confcommercio federation, also derives from the boost in consumption recorded since the beginning of spring with sales in fashion stores in constant growth compared to the previous year.
“Black Friday attracts the interest of millions of consumers looking for a deal in view of the Christmas season in the shops of our cities”, says Renato Borghi, president of the Italy-Confcommercio Fashion Federation who then adds: “the estimates should not be read only positively because, while attracting the attention of lovers of ‘discount at all costs’ and representing a commercial response to containing inflation, promotions in the middle of the season, at the gates of Christmas, damage above all those operators of multi-brand stores who they sacrifice a margin that, after the collapse of sales in 2020 and the beginning of 2021, has become more and more of survival. Therefore, it is good to reconcile the interests of economic and environmental sustainability, so our advice is to always buy in local shops, those of trust, where transparency and service, as well as the price, are more than guaranteed from Monday to Sunday ” .