Black Friday 2024: more aware customers and a turnover of 160 billion is expected

By: Trademagazin Date: 2024. 10. 28. 12:01

Although Black Friday is no longer as attractive to customers as it used to be, this year’s turnover may still reach HUF 150-160 billion, according to recent research by Publicis Groupe Hungary and PwC Hungary. Nearly two-thirds (63%) of digitally affine Internet users continue to search for special offers in this period. Although shopping habits are changing, retailers try to keep customers interested with longer, even month-long discounts.

The research carried out for the second year by PwC Hungary (ex-GKID) on behalf of Publicis Groupe Hungary reveals that customers are no longer preparing for a specific day, but rather for a longer period of time. Last year, only 11% said they shopped on Black Friday, and a similar percentage can be expected this year as well.

“Black Friday is no longer just a one-day event, but a long campaign period for which consumers prepare differently than before. Although the desire to buy is still strong during the sale-filled period, the increase in consumer awareness and the extended promotion show that instead of impulse purchases, planned purchases dominate”

– said Rita Horváth, Chief Media Officer of Publicis Groupe Hungary.

The decrease in the appeal of Black Friday is also shown by the fact that customers did not show particular satisfaction with last year’s promotions: stores were rated 3.55, the quality of products and services was rated 3.69, while delivery courier companies were rated 3.70 on a scale of 1-5. In addition, two-thirds of the target group (68%) stated that Black Friday does not affect their shopping habits.