Increasingly digital purchases. The Black Friday it is also confirmed in 2024 as the key event for shopping, with the increasingly significant growth of online operations. In the week leading up to “Black Friday”, the first data allow us to highlight the great interest of users for discounts in any sector, with the average spending budget per family increasingly higher and with the tendency to exploit this moment of the year to anticipate Christmas gifts.
The analysis comes from Ernesto Russomandodigital advertiser from Salerno. “Almost two out of three Italians will take advantage of the discounts to buy online: Black Friday has now consolidated itself as a preparatory event for the holidays next December – declares Russomando -. The increasing number also in 2024 is fundamental, especially in favoring the opportunity for companies and the many realities to invest in digital. It is increasingly important for shops to develop a double purchasing channel: in the point of sale and in online stores. This double presence allows us to intercept a wider and more diversified audience, guaranteeing greater competitiveness”.
The data recorded by Confcommercio represent a significant aspect in this sense: in 2024, 67.2% of Italians will participate in Black Fridayup from 60% last year. The growth is driven by women and adults under 50, especially in Northern Italy. The average budget allocated to purchases rose to 261 euros (+10.6% compared to 2023)highlighting a higher propensity to spend. Clothing remains the sector at the top of preferences with 53% of purchases, followed by electronics which rises from 44.7% in 2023 to 52.2% in 2024, a sign of great attraction towards this sector. Followed by personal care products, jewelry, books and children’s items continue to be popular choices.
“Black Friday confirms itself as an increasingly digital phenomenon: 66% of digital marketing expenses are carried out online, a figure that underlines the importance for retailers of investing in e-commerce and digital marketing – concludes Russomando -. This event is not just a rush for discounts, but an opportunity to build lasting relationships with customers, build customer loyalty and set the stage for a successful holiday season”.
#Black #Friday #opportunity
–
