Black Friday: basic slowdown in 2021, e-commerce advances in the direction of GfK

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The company for the analysis of GfK published its “technological” report for Black Friday 2021, and the numbers are worse than those from 2020. Physical companies are declining, while online trade is progressing. The first lessons in light of our experience.

Black Friday has just ended and it is time for the first assessment. The commercial period imported from the United States has been steadily advancing in France for several years, and retailers have used this event to offer more or less crazy promotions before the Christmas holidays. Traditionally, Black Friday marks the end of Thanksgiving across the Atlantic and provides an opportunity for mega sales, even if the operation has become more of a marketing episode than a real purchase over time.

In 2021, the meeting went uphill. According to figures given by GfK, “Revenue from Black Friday 2021 reached 784.2 million euros according to GfK Market Intelligence, compared to more than 930 million euros last year, down 16.9%.”. The calculations refer to week 47, ie from November 22 to 28, and to household equipment. And all universes are declining according to the analytics firm: -8% in office IT automation costs, -13% in telecommunications, -15% in large home appliances, -23% in consumer electronics / photography and -26% in small home appliances .

“You have to take into account the almost continuous sales growth over 18 monthsexplains Pierre Geismar, Head of Market Intelligence at GfK. At the end of November, we recorded sales growth in all sectors, from + 3% in IT to + 14% in large household appliances, and this was, after 2020, driven by @Home trends and revenues of + 4% for home equipment players.specifies the analytical firm in a press release issued in early December.

E-commerce revenue is growing

But if the physical circle was hit hard (-12%), e-retailers managed to survive as their turnover increased by 20% in 2021. “The Internet records 39% of the revenue generated in the week of Black Friday, which is a difference of +8 points compared to the 2021 average., says Raphaël Guillou, GfK Retail Intelligence Consultant. The major players resigned very early this year, diluting the event over several weeks, such as Amazon, which launched the festivities on November 8. The machine accelerated on Friday, December 15, with all e-dealers, but did not restart the engine that arrived on day D.

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This is a phenomenon we have observed Digital. The big meeting on D-Day was not held this year, unlike in 2020. It must be said that last year we came out of the period of closure and that e-merchants benefited from the physical closure of stores. In 2021, contrary to the impressions left by strong communication from the beginning of November, consumers dispersed their purchases less: the average weekly turnover remained relatively stable since mid-October, and activity increased only in the week before Black Friday. on a smaller scale than 2020.GfK analysis.

All product categories record an increase in e-commerce sales: IT office automation and telecommunications are the most “digitized” categories with almost 1 in 2 euros spent online when major home appliances reach a symbolic level of 30% of Internet traffic.

If we look in detail at the GfK study, the product categories at the top are mostly laptops (116 million euros), smartphones (106 million) and televisions (104 million). He Digital, the star products of this Black Friday (which generated the most clicks in our price charts) are coffee grinders, smartphones and tablets. Televisions also manage to place well in our top 10 in the period before Black Friday.

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