Trade: for Black Friday, Italians are first in spending, beating France and Spain

The purchase is postponed to the evening hours (6.00–9.00 pm), while in Italy the afternoon between 3.00 pm and 6.00 pm is preferred. In Spain the average spend was 164 euros during the last Black Friday, with a confidence in the authenticity of the discounts of 53% and the time chosen to make purchases is between 9.00 pm and midnight. The leading categories are fashion, cosmetics and travel, with a growing focus on perceived value and promotions extended beyond the weekend. In Italy as in Europe, Black Friday represents an important purchasing opportunity in view of Christmas: Scalapay detects a peak in purchases in the “games” and holiday items sectors in November.

Black Friday: an evolving event

“Three different markets – added Mancini – which tell of a European trend where Black Friday evolves from event to season, in which the consumer is increasingly informed, selective and oriented towards the real value of the offers: Black Friday has always been the day with the highest number of purchases (26% in 2024), while today Sunday and the following Monday (Cyber ​​Monday) are equally relevant moments”.

Promotions and discounts are essential

Through data from millions of customers in Europe, Afterpay has found that the Black Friday shopping experience begins weeks earlier for 60% of users. A more informed and less instinctive approach which also leads companies to evolve their proposals: 75% of online consumers purchase based on the cheapest price (one percentage point more than in 2020). Promotions and discounts are fundamental for 35.6% of users (half a point more than in ’20), while less importance is given to product features: they were considered fundamental by 62.8% of online buyers in 2020 and now it is for 61.7%. Alongside fashion and technology, interest is growing in categories such as travel, cosmetics, home and lifestyle products more linked to an experience.

(Red-Lab/Labitalia)