The key points
- Italians interested in purchases will spend, on average, 235 euros against 157 in 2020
- Sustainability has an impact on the purchasing behavior of 90% of Italians
- Federmoda estimates an average increase in sales in the sector of 50% compared to 2020
85% of Italians made or will shop during Black Friday. A higher percentage than in France and Germany, where interest stops at 71% and 69% respectively. Average spending is also growing: Italians interested in purchasing will spend, on average, 235 euros against 157 in 2020.
Taking this photograph on a European basis is a Pwc survey on “Black Friday” which from a post Thanksgiving shopping day in the United States (i.e. today for the reader), over the years, has first transformed into a long weekend – to include online sales “confined” to Cyber Monday – and then landed in the old continent in the form of Black Week, a week of offers dedicated to deregulation in prices and times.
The push from royal cars
The strategy, given the purchase intentions of the Italians mentioned above, is confirmed as a winner. According to the Pwc survey, for 41% of Italians adult clothing, accessories and shoes are the purchasing priority (in France it rises to 47%). The peculiarity of this Black Friday 2021 is that Italian consumers will mainly buy (86%) for themselves. “The success of this edition of Black Friday is linked to the desire for self-gratification that Italians, after two years of restrictions and some accumulated savings, show more than the French and Germans – explains Erika Andreetta, Pwc partner and consumer markets consulting leader – and that it leads them to buy fashion products or home furnishings, in line with the passion for beauty which, together with that for food, distinguishes our country ».
Fashion sales + 50%
The confirmation that Black Friday will be an important opportunity for Italian fashion comes from the Italian Fashion Federation which estimates, during this week of promotions, an average increase in sales in the sector of 50% compared to 2020 and in line with 2019 , with a turnover that is only around 500 million euros for fashion products.
The dominance of online
But if the windows have already been “decorated” for some time to attract customers in view of the mega discounts – with a boomerang effect for multi-brand stores “which sacrifice a margin that, after the collapse of sales in 2020 and early 2021, has always become more than survival », said the president of the Italian Fashion Federation – most of the purchases will be made online. According to Pwc, 66% of Italians’ spending during Black Friday will be absorbed by e-commerce. Similar percentages are recorded in Germany (71%) and France (62%).