Inflation makes its appearance on this Black Friday with more aggressive prices
The start of “Black Friday” on a Friday at the end of November is already history and this exploding date of sales has been brought forward this year to almost the entire month, because the trade has already launched its more aggressive offers this year to offset the effects of high inflation on pockets. Households and citizens have been forced to do the domestic accounts in more detail in this final stretch of the year due to the increase in the price of the shopping cart, electricity, gasfuel or mortgages.
The commercial sector, aware of this, wonders to what extent all these circumstances will reduce consumption in the final stretch of the course, which is when They add up to around 40% of the annual turnover. The first reference indicator to detect what will happen on this “Black Friday” was communicated by the logistics employer, UNO: “The shipments will fall 5.3% compared to those managed in 2021, both on this date and at Christmas”.
The decline in the number of shipments anticipated by UNO (from 106 million in 2021 to 100 million in 2022) means a reduced purchases, although analysts expect that it will not affect the overall spending that Spaniards will disburse during this month. Another argument along the same lines suggests that the volume of employment will decrease by 17.3% compared to 2021, from 40,380 contracts to around 33,380 hires, according to Randstad Research calculations.
Another analysis that ensures that there will be fewer purchases has been prepared by the Cetelem Observatory (of BNP Paribas), which indicates that 48% of the Spanish surveyed will buy a product on “Black Friday”, which means 3 percentage points less than on the same date last year. The same analysis, however, concludes that the expected spending will be 279 euros on average per person, 7% more compared to 2021, which is largely related to an average increase in prices.
Fewer mobiles in 2022
There is no sector that has not surrendered to the temptation that “Black Friday” seeks in terms of an improvement in billing based on discounted prices, from travel, restaurants, leisure, hotels, construction materials, those of the home and, even, the rental of vehicles, gyms or training courses. However, the five most demanded products For this first stage of end-of-year sales, they will be those related to fashion, footwear and accessories, followed by mobile devices, toys and health and beauty products.
The Cetelem report highlights as a novelty this year a “substantial drop” in the purchase intention of mobile devices and gaming products, around 4 percentage points less compared to 2021.
“Black Friday”, “Cyber Monday” and Christmas concentrate 40% of the commercial and logistics activity of the whole yearassures the UNO employer, for which reason many chains have advanced the collection of inventory to avoid suffering the extra costs in manufacturing and transportation and They will launch “more aggressive” sales.
On prices, the latest survey carried out by the comparator Idealo to more than 2,000 consumers in Spain reveals that the 69.8% consider that stores raise them just before “Black Friday”. The same survey highlights that 90% of consumers will buy something if the discounts are really attractive. This purchase intention will be shared this year between the Internet (62% of consumers) and the face-to-face purchase in store (38%)advances an Adevinta study.
The list of companies and brands most sought after by the networks together with the word “Black Friday” is headed by El Corte Inglés, Amazon and Zarawith fashion as the category with the most interest ahead of technology, according to the agency Internet República.
Despite the complex prospects, the evolution of “Black Friday” since it left the United States to the whole world have turned this sales date into one of the most most anticipated moments for trading worldwide “that offers consumers offers and discounts to anticipate their Christmas purchases”, highlights the marketing platform Acrelia.
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