After a subdued year, the holiday season is strong

“The boom period ended more than two years ago, and consumers are spending more thoughtfully and more restrainedly – ​​despite this, retailers can expect to see a pick-up in demand and good turnover again in the last period of this year,”

– pointed out Ildikó Cserjés-Kopándi, Senior Manager of the Digital Commerce and Research team at PwC Hungary, and leader of the research.

Black Friday: although there is no “real” one, the longer sale period is a good thing

According to the latest market data, shoppers have opened their wallets again, especially during Black Friday sales and the Christmas season. 58% of those surveyed have used or plan to use discounts, although only 11% previously indicated this intention. The majority of shoppers (55%) purchased products for their own use that they would have bought anyway, but were cheaper at this time. The purchase of Christmas gifts was also significant (41%), and 14% chose products that they would not have normally bought, but did anyway because of the favorable sales. 52% of women took the price of products into account when shopping (compared to 34% of men), and they are also the ones who are more receptive to sales (39%, while this rate for men is only 24%). Sustainability aspects also matter more to women.

75% of consumers ordered online from domestic online stores, 34% chose foreign online stores, while 28% enjoyed the benefits of Black Friday’s favorable prices in traditional stores and malls. Customers rated the service of online stores and stores as good (4.0), the products on sale as slightly less good (3.89), and the prices even less so (3.73), but they were particularly satisfied with the delivery courier services during Black Friday (rating 4.1 out of 5).