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BizReport : Ecommerce archives : November 23, 2016

Black Friday more relevant to younger consumers

The excitement and allure of Black Friday and Cyber Monday sales decreases with age, according to global research from deals and discount platform CupoNation.

by Helen Leggatt

In their survey of more than 7,600 online shoppers in Brazil, France, Germany, Italy, Spain, and Sweden, CupoNation found that younger shoppers describe Black Friday as being a more relevant shopping event than Christmas sales.

Among those aged between 18-24, 38.6% said Black Friday was more relevant than Christmas sales, found CupoNation's survey, compared to 34.1% of 25-34 year olds, 16.9% of 35-44 year olds.

With regards to gender, men appear to focus more on getting discounts and deals offered on Black Friday and Cyber Monday. The research found that 34.4% of male shoppers prefer Black Friday over Christmas sales, compared to 27.5% of female shoppers. Furthermore, 32.7% of male shoppers prefer Cyber Monday over Christmas sales, while only 8.1% of female shoppers share this view.

Black Friday is now a global phenomenon. More than four in 10 shoppers in Brazil prefer the bargain-hunting day over Christmas sales while in Italy that figure is 34.5%, in Sweden 24% and in Spain 22%. In France, Cyber Monday is more popular among online shoppers with 49% preferring this day over Christmas sales.

"We are observing a strong increase in searches for Black Friday and Cyber Monday deals by online shoppers around the world. Our research shows that younger online shoppers are nowadays more aware of those new sales events and are actively looking for deals online," says Frank Froessler, Chief Marketing Officer of CupoNation. "Today Black Friday is known as a sales event that covers all categories. However, Cyber Monday still seems to be perceived as a primarily tech-sales event, despite the constantly growing variety of non-electronic offers."

Tags: Black Friday, Christmas, Cyber Monday, ecommerce, holiday 2016 shopping trends, research

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