Retail: Survey: Customers more demanding on Black Friday 2024

According to a study, customers in Germany are particularly picky on the days surrounding Black Friday this year. Only discounts of at least 50 percent are considered a good offer, as shown by a representative survey by the management consultancy PwC. For this purpose, 2000 people in Germany were surveyed. Last year, items with a 38 percent discount were perceived as bargains.

“Consumers have become more demanding,” said PwC retail expert Christian Wulff. Because of high inflation, more savings are being made, consumers are paying close attention to prices and looking for particularly good offers. “Black Friday and similar occasions for large-scale discount campaigns are actually gaining in importance at the moment.”

Men spend more than women

According to a survey, 83 percent of people in Germany want to use Black Friday this year and look for bargains. That’s more than a year ago, when it was 70 percent. Those interested in buying are planning on spending about as much money as they did last year. They want to spend an average of 277 euros (2023: 281), men are more willing to spend than women. Many customers use the promotional days to get Christmas presents. Electronics and technology products continue to be the most popular.

However, some are taking it a little easier this time on Black Friday, which falls on November 29th this year. One in five people want to shop more cautiously than last year. The reasons are similar to 2023: Those affected say they have less money available or are buying less due to rising prices. According to the survey, only one in six people is not interested in the discount campaigns.

The sales days around Black Friday are among the most important of the year for retailers in Germany, along with the Advent Saturdays. In recent years it has become established that retailers offer special offers in the days and weeks beforehand.