Black Friday 2023: E-commerce statistics to remember

Black Friday has become an unmissable shopping tradition for the French, with impressive statistics testifying to its continuing success.

Here are some key statistics to help you understand the scale of this event in France!

Black Friday statistics

• Massive consumer involvement

More than 6 out of 10 French people make purchases every year on Black Friday, demonstrating the massive commitment of consumers to this sales period.

Black Friday peak (Source : Salecycle )

 

• A significant budget

The average budget that the French spend on Black Friday is €330, a significant amount that reflects the importance of this event for shoppers. (Poulpeo)

• Significant impact in 2020

In 2020, Black Friday was marked by a peak of +127% in sales compared to the October average in France, underlining the considerable impact of this day on commerce. (Criteo)

• Preparing for the festive season

29% of the French are taking advantage of Black Friday to anticipate their Christmas shopping, using this period of discounts to prepare for the festive season. (Opinionway)

• Online shopping on the rise

During the 2022 edition of Black Friday, the rate of online purchases increased by 6% compared to the previous year, showing an upward trend in online purchases during this period. (Fox Intelligence)

• Preference for online shopping

43% of consumers prefer to shop online, an option favored for convenience and attractive offers. (Fox Intelligence)

In five years, total Black Friday sales in France jumped by 22% to 398 million euros (source: panellist Kantar Worldpanel).

Many retailers claim to generate at least 20% of their annual sales in the four weeks between Black Friday and Christmas (Source : The Balance )

• Online sales trends

Black Friday obviously has a strong impact on sales growth, even in the week leading up to the event. SaleCycle, for example, reports a 62% increase in sales between the Monday before Black Friday and Friday. The event generates strong sales opportunities, even several days in advance.

 

 

43% of consumers preferred to make their purchases online, compared with 39% in 2021, a statistic not far off the 2020 statistic (45%) against the backdrop of the health crisis. The year 2022 was also marked by an 8% increase in the average shopping basket, to 256 euros.(Source : PwC )

Worldwide, despite an already difficult economic context, online sales reached a new record, at $9.12 billion, up 2.3% year-on-year. The study reveals further encouraging signs. On Friday, November 25, 2022, the day of Black Friday, online sales jumped 221% compared with the daily average for the month of October.  (Source : Adobe Analytics.)

 

 

• Cart abandonment statistics

The average basket abandonment rate for the period from November 19 to December 3 was 79.88%, slightly lower than the usual rate of 80.68%.

 

 

Black Friday statistics for Rakuten France 

Interestingly, Rakuten is among the top five retailers in terms of sales volume for Black Friday 2022.

(Fox Intelligence). Rakuten is a digital marketplace with 12,000 professional sellers and over 12 million members. This testifies to Rakuten's appeal to consumers in search of bargains and discounts.

Compared with the average for Black Friday 2022, this day generated a x10 spike, demonstrating consumer enthusiasm. Moreover, compared to the previous year, Rakuten recorded growth of +38%.

The average shopping budget also increased by +35%, reaching €299, demonstrating the growing appeal of this sales day.

All in all, Black Friday has become a must-attend event for French consumers, with Rakuten France at the forefront in offering tempting deals and substantial savings opportunities.

The most popular promotions during Black Friday are substantial price reductions. Consumers are particularly attracted by offers, and Rakuten France, in collaboration with numerous sellers, offers a wide variety of promotions, giving shoppers a surplus of options for saving on their purchases in addition to the considerable benefits of cashback.

Black Friday at Rakuten France sees strong demand for a variety of products, including smartphones, OLED TVs, game consoles, food processors, laptops, tablets, as well as books, DVDs, video games, CDs and toys. In short, anything that could make a Christmas present.

Consumer expectations for Black Friday

The expectations of French consumers during Black Friday are clear: they want significant discounts, a wide variety of products and a smooth purchasing process. They use Black Friday to prepare for the festive season by taking advantage of the discounts on offer. Their decision criteria are as follows:

• Price: Shoppers are looking for the best deals and discounts.
• Additional promotional offers: immediate promotions and cashbacks are particularly attractive.
• Delivery times and costs: Speed and cost of delivery play a key role in the purchasing decision.
• Merchant reliability: Trust in the seller is a determining factor for consumers.

The French compare prices on several online marketplaces, consult price comparison sites and take part in bargain forums to make sure they don't miss out on the best deals.

At Rakuten, two types of promotion are particularly popular with shoppers:

• Immediate promotions: for example, €10 free for every purchase of €100 or more.
• Cashback promotions with Rakuten points: For example, 10% back into your kitty to use on Rakuten.

During Black Friday, shoppers can even combine these two types of promotion. For example, they can take advantage of a €10 coupon for a €100 purchase, while at the same time receiving a 10% refund in Rakuten Points to be reused on the platform.

Several other factors influence consumers' purchasing decisions during Black Friday on Rakuten France. In addition to the price and discount offered, the seller's reputation and customer reviews play a crucial role. Ease of navigation on the site, speed of delivery, and secure payment options are also important decision factors. As a result, buyers are increasingly attentive to the transparency and reliability of sellers.

5 tips for a successful Black Friday

• Think profit: Many e-tailers think about all the sales they're going to generate, but they forget that profit is even more important,
• Activate express delivery to stand out from the competition.
• Analyze and understand buyer expectations: As mentioned above, consumers have clear expectations: they want significant discounts, a wide variety of products and a smooth purchasing process...
• Invest in services that provide clear visibility, such as Rakuten ADS.
• Check that product content is constantly updated.

Want to take advantage of Black Friday? Join Rakuten