Black Friday 2024: Last Key E-commerce Statistics!

Black Friday has become a must-attend event for consumers and retailers in France. Every year, the event attracts increasing interest, with sales figures rising steadily and consumers ever more eager for bargains. This year, new data sheds light on the buying habits of the French. Find out more in this article about the key figures for Black Friday 2024!

Black Friday figures

French more optimistic about their purchasing power

• 49% of French people think their purchasing power will remain stable (11 points compared to 2023), and 13% even hope for an improvement (source: Ipsos for Rakuten France).

Average budget still high

• 388€: that's the average budget per consumer expected to be spent on Black Friday this year (source: Opinionway for Bonial).

A marked interest in bargains

• 59% of French people say they are actively looking for discounts (source: Ipsos for Rakuten France).
• 96% of consumers want to be informed of these offers, and 92% of them want to be informed by digital means: e-mail, banners on websites, online catalogs, etc. (Source: Opinionway).

Increase in online purchases

• Nearly 40% of spending takes place online during Black Friday (versus 21% the rest of the year) (Source: Kantar Worldpanel).
• 42% of French people plan to make their purchases exclusively on the Internet (source: Opinionway for Bonial).
• 53% of online purchases are made from a cell phone (source: Criteo)

Source: Etude - Les Français et le Black Friday, Opinionway for Bonial, 2024

 

Shopping in anticipation of the festive season

• More than 8 out of 10 French people plan to do their Christmas shopping on Black Friday. This is particularly the case for young people aged 16 to 34. 92% of them plan to buy on Black Friday, and 46% are already used to it. (Source: Rakuten and Ipsos).

 

Black Friday at Rakuten

Black Friday is a key event at Rakuten. It's the perfect opportunity for our sellers to boost their sales by reaching the many visitors to the marketplace. And for our customers, it's the perfect time to take advantage of great discounts while collecting maximum cashback.

Since 2018, sales on Rakuten during Black Friday have recorded average annual growth of 7 .3%. A number driven by ever-increasing numbers of customers and an ever-more varied offering. Today, over 200 million new and used products are sold on the marketplace by our 10,000 sellers. Our 15 million monthly visitors are delighted by this wide range of products.

The average shopping basket of our Rakuten customers during Black Friday is also growing, averaging 9 .3% per year. This trend is all the more marked among the 12 million members of our loyalty program, whose average basket is 40% higher than that of non-members.

Among our many categories, Electronics (computers, tablets, smartphones, etc.) was the best performer during the last Black Friday. The Books category (literature, manga, comics, e-books, e-readers...) is in second place.

 

Consumer expectations for Black Friday 2024

As with previous editions, this year the French are expecting great discounts, a wide choice of products and a smooth online shopping experience. They are particularly attentive to the following elements:

• Price : consumers are looking for the best prices and discounts.
• Product quality: Consumers are looking for quality products and reliable sellers. They pay particular attention to customer reviews.
• Additional offers: immediate promotions or cashback make your products even more attractive.
• Shopping path: a fluid, relatively short shopping path limits cart abandonment and guarantees maximum sales.
• Delivery options: consumers want to be delivered as quickly as possible, and pick up their purchases easily. Consider opting for express delivery to satisfy your most hurried customers. Offering click and collect or relay point delivery can also help you stand out from the competition.

The French compare prices on various online marketplaces, use price comparators and participate in bargain forums to make sure they don't miss out on the best deals.

At Rakuten, our sellers particularly stand out with two types of promotion:

• Discount coupons: for example, €15 free for every €100 purchase or more.
• Cashback with Rakuten Points: for example, 15% back into your kitty, to be used on Rakuten.

During Black Friday, these promotions can be combined to attract even more customers. If you're a Rakuten seller, talk to your E-Commerce Consultant! He'll help you set up the best promotions for your products and your strategy.

 

Five mistakes to avoid for a successful Black Friday

• Think sales only: keep your profits in mind. Big discounts can be a real asset, but not if they come at the expense of your margin.
• Not investing in visibility: competition is fierce during Black Friday, and it can be difficult to stand out on marketplaces. Consider investing in services that increase your visibility, such as Rakuten Ads.
• Not taking care of your ads: your product sheets are the first contact consumers have with your brand, and the reflection of the quality of your products. Make sure you take good care of them. Consult our checklist to find out more.
• Not knowing your consumers' expectations: your consumers have clear expectations for Black Friday (in terms of price, desired discounts, etc.). It's particularly important to know the specific expectations of your product category, so that you can position yourself in the best possible way.
• Poor stock anticipation: as you've seen, sales increase significantly during Black Friday. If you run out of stock prematurely, you'll miss out on many opportunities! Remember to check your stocks beforehand. Short on time? Outsource your logistics with a service like Rakuten Fulfillment Network!