Black Friday week more successful in Germany than in the USA and UK
Black Friday is considered the U.S. shopping holiday. What’s surprising, however, is that Black Friday week is particularly popular among German consumers. This was revealed in a survey conducted by the Global Savings Group, a technology provider of commerce content solutions.
According to the study, stores and online stores in Germany generated 512% more sales during this shopping period last year than in the previous week. This figure is significantly lower in the USA (211%) and the UK (191%). In addition, sales generated in Germany on the corresponding Friday in 2018 were twice as high as on the Cyber Weekend, which was also driven by discounts.
Cell phones are very popular
Germans bought cell phones and other electronic devices by far the most. This product category accounted for almost 62% of all sales in the 2018 Black Friday period. Clothing followed far behind with just under 14%. The situation is much more balanced in the USA and the UK, where both categories accounted for just under 30% each.
Young people in particular jump on Black Friday
In terms of the demographics of the shopper groups, the survey shows that in Germany it was mainly younger people who spent money during the Black Friday sales. Around 85% of shoppers were aged 45 or under and almost a quarter of them were aged between 18 and 24. The ratio between men (approx. 51 percent) and women (approx. 49 percent) was fairly balanced here, while in the UK (65 percent) and the USA (60 percent) more women than men shopped on Black Friday.
Meanwhile, there were no significant peak times or last-minute rushes in any of the three countries surveyed. From 9 a.m. to 10 p.m., i.e. also during the core working hours of many potential customers, the share of total sales was fairly constant at between four and six percent.
Andreas Fruth, Managing Director of the Global Savings Group, explains: "The Black Friday shopping period has quickly become one of the most important shopping events in Germany. The extent to which Germans spend money on this occasion has also surprised us. To prevent customers from feeling overwhelmed by the amount of discounts, it is all the more important for brands and retailers to generate the highest possible reach for their own offers and create a seamless customer experience."
