Black Friday: Traps and opportunities

LogiNet and Reacty Digital have organised a webinar to share their thoughts on the traps hidden in and the opportunities offered by Black Friday. Participants learned that in Hungary one third of adult consumers bought something online or in physical stores during the Black Friday weeks of 2020. Róbert Pintér, business development director of Reacty Digital called attention to the fact that last year every third shopper was disappointed about their Black Friday purchase, e.g. they received the goods later than promised or found the product in another store at the same price.

We spend less to buy in promotion

Purchasing a product with a discount is still an attractive idea to half of Hungarian consumers, but the sum spent during Black Friday has become smaller: last year shoppers planned to spend HUF 40,000 in this period, but this year they want to buy for HUF 34,000 only. The majority would shop both online and offline, however, the proportion of those who only want to buy online dropped from last year’s 19 percent to 15 percent. Fashion items are still ranked high on the Black Friday popularity list, but in comparison with 2020 the decline can be 6 percent in this segment. As for consumer electronics, the drop in interest is likely to be 7 percent.

As consciously as before

Price comparison websites have remained very popular: more than half of those who want to shop during Black Friday plan to use these before making a purchase. Impulse buying represents the same level as last year, because 13 percent of consumers say they will purchase a product even if they don’t really need it if they can make a bargain. //

This article was also published in 11/2021 of Trade magazin.