Black November brought a breakthrough concept to MediaMarkt

While November is often a month of waiting in retail, this year was a month of planned large investments in the technical goods market. According to MediaMarkt’s sales statistics, both turnover and basket value exceeded the figures of last year, which was also strong. This trend shows that the importance of November has been growing steadily for years: customers do not leave Christmas and year-end purchases to the last minute, in December.

Contrary to the market: TV is the hit

The most interesting turn was brought about by the transformation of the product mix. While the market was generally not characterized by an increase in television sales, at MediaMarkt – compared to the first ten months of the year – this category produced the most spectacular jump. In addition to large-screen devices, large household appliances, game consoles and electric scooters were the leading products of the month.

In terms of value, the iPhone was the absolute winner, followed by premium household appliances, such as upright vacuum cleaners or automatic coffee makers. In terms of quantity, smaller accessories, such as soda machine replacement cartridges, Apple power adapters and Instax films, were the most purchased items.

We buy not only products, but also security

Conscious shopping was not limited to choosing physical products. Related services performed outstandingly during Black November, especially those that serve to protect devices. The most popular was the Garancia Plusz insurance, including packages covering accidental damage (breakage, water damage), which many people requested in a convenient, monthly fee structure. There is also a trend reversal in display protection: while previously this was mainly limited to phones, this year there have been massive requests for film protection for smartwatches at department store Smart Counters.

Loyalty sets a record

The campaign period also set a record in terms of the loyalty program: the number of registrations for the myMediaMarkt loyalty program exceeded the average of previous “normal” months by 72 percent. The success was driven by the “myMediaMarkt price” that provides automatic discounts without couponing, as well as experience-based activities, such as the TestGuru program that exceeded all expectations.

Gábor Szilágyi: A year of awareness and stability

“The results of this year’s Black November clearly confirm that our customers are becoming more aware. They no longer buy on impulse, but plan ahead and look for quality, which is also proven by the increasing average basket value. Our customers are clearly happy that the Black Friday sale now regularly lasts for an entire month and can therefore conveniently take advantage of the opportunity. We top this off by preparing a very wide product range, so that every customer can find good offers in the product category that suits their interests”

– assessed the period by Gábor Szilágyi, MediaMarkt Hungary Managing Director.