Black Friday 2021 is fast approaching, and the offers are already active almost everywhere. From consumer electronics to furniture, from perfumes to jewels. For a few days, Amazon has activated a special area on the site called “the week of Black Friday”, with thousands of products on sale (discounts up to 50%) that will lead up to the fateful Black Friday (next November 26). But almost all the stores already have offers, both in physical stores and on their respective sites: from MediaWorld to Euronics, from Zalando to Expert. In short, the week that has just begun will be that of the buying race.
But how much will we spend?
According to the estimates of the B2c eCommerce Observatory of the Politecnico di Milano, in the days between Black Friday and Cyber Monday (from 26 to 29 November next) Italians will spend around 1.8 billion euros online (+21 % compared to 2020). And particularly aggressive operators in promotional terms will also realize 6-8 times the turnover of an average day. In particular, the Milanese Observatory believes that the purchase of products will exceed 1.5 billion euros (approximately + 20% compared to a year ago). And it expects excellent results especially for certain categories such as clothing, IT and electronics, jewelry, perfumes, body care products, furniture items and toys.
Online shopping for food and wines is also very good.
«In general, the months of November and December will be particularly hot for the eCommerce of our country. In this period, in fact, online sites will enable approximately 25% of online spending for the whole of 2021, “said Valentina Pontiggia, director of the eCommerce B2c Netcomm Observatory – Politecnico di Milano. «Also in view of Christmas, the trend will be to promote a complementary (and no longer conflicting) use of the channels. We will therefore work to make the most of the peculiarities of each initiative, (speed and convenience of the eCommerce service on the one hand, the social and relational aspect of the physical store on the other) by pushing on integrated interaction and sales models such as click & collect and order. eCommerce in store ».
It’s not just a Friday anymore
Another great evidence says that in Italy, as abroad, retailers (both pure online and traditional) are increasingly developing real promotional campaigns, not only for Black Friday, Cyber Monday and Singles’ Day. But they transform the whole month of November into the sales period. «There is in fact the tendency – adds Pontiggia – already detected last year, to extend the duration of the discounts and to amplify the scope of these events. These are spot days or a promotional period that can last up to an entire month, as in IT and consumer electronics, in Beauty and Publishing. The goal is clear: try to spread the purchases (and the consequent distribution of the products) over a longer period and avoid overloads and congestion of the network close to Christmas ».
Process optimization and sustainability
Also in view of the holidays, in Italy eCommerce – according to the Milanese Observatory – will be an important and essential driver of generation and growth in consumption. To manage this peak in orders, it will be crucial to develop structured and engineered processes. In these weeks, therefore, we will work to strengthen logistics and customer care, through investments to improve productivity and new hires. Mostly through extraordinary interventions (such as recourse to seasonal staff) it will be possible, at least for now, to guarantee eCommerce a “sustainable” development and avert some problems that have strongly emerged in the past. Thanks to the climate of tension and uncertainty, there were numerous tensions recorded all over the world in 2020: among these the Chinese government’s proposal to have new antitrust rules against the big names in the sector, the unrest on the courier side for wages and working conditions inadequate and the strikes called by the tertiary trade union in Germany and by Filt CGIL in Italy. 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 the ‘second hand’ thanks to extra valuations of used vehicles. Therefore, various social responsibility initiatives will be put in place to discourage extreme consumerism that is harmful to the environment.