Friday is the day: Black Friday, the international bargain festival that has come over from America. Research from Thuiswinkel.org, in collaboration with Ruigrok NetPanel, shows that 95% of the Dutch are now familiar with Black Friday. Friday is therefore much more famous than the online online shopping day Cyber Monday (63%). In the Netherlands, many web stores turn it into a Black Friday weekend or week.
Many Dutch people are already used to that: 53% expects that most (web) stores will have promotions and offers throughout the week. Nevertheless, the largest group indicated that they would only make purchases on Friday. “Consumers can wait, but I expect that many web stores will spread their offers and not wait with the best offers until Black Friday, the Friday before Sinterklaas. You already see many newsletters from (web) stores with advance announcements of the discounts that will be given next week. We therefore recommend consumers to order on time”, Says Richard van Welie, research editor at Thuiswinkel.org.
Black Friday as a tradition
Of all Dutch people, 74% is considering using the Black Friday discounts; under Generation Z (14 to 22 years old) this is even 95%. Consumers mainly associate Black Friday with commerce (56%) and high discounts (53%). “Young people who grow up with Black Friday may see it as a new tradition. 16% from Generation Z already sees Black Friday as a tradition, compared to only 3% of the millennials (23 to 37 years old).
Dutch people mainly go for clothing and electronics
Eight out of ten Dutch people say they do not feel guilty when they only buy strongly discounted items. In addition, 40% indicates that it intends to purchase clothing. "In 2018, Black Friday also led to an increase of 113% in online clothing sales in the week of Black Friday," says Van Welie. Consumer electronics also performed well during the Black Friday days in 2018, with an increase of 171% compared to the average online weekly turnover (source: GfK). One in five buyers indicates this year that they intend to make a purchase in that category.
* Press releases submitted are not the responsibility of the editors *