Many businesses are waiting for the Christmas season to clean up their businesses. It is true that, before the pandemic, Christmas was a very good time for local businesses. The stores were overflowing with people looking for the best gift for their family and friends. But what will happen this year? What will he be like with the influence of the pandemic?
Change in consumption habits, also ahead of Black Friday
An affirms that more than half of Spanish shoppers (51%) say that the pandemic will influence the way they do Christmas shopping this year. A) Yes, 27% of consumers who used to make purchases in physical stores during this period say they will not do so this year. In any case, it seems that this day of discounts continues to grow in our country: 40% of those surveyed say they will make purchases on Black Friday, compared to 33% the previous year.
These data tell us that the consumption habits are changing and that we must conform to them. Therefore, this Black Friday can become an opportunity due to the need to revive local businesses.
Greater prominence for Black Friday 2020
As you can see, although it might seem that there is some Black Friday devaluation Due to the difficulty of finding good deals, due to or due to the multiple times of the year with sales (Cyber Monday, days without VAT, etc.), we are at a good time to make the most of this day.
In any case, it seems that the price is still the great driver of purchases on Black Friday: 53.4% indicate that they will buy depending on the offers. 16.8% will spend the same as in previous years, 16.7% will spend less and 13% indicate that they will spend more.
In the following stacked bar graph you can see an estimate of the budget allocated on Black Friday. In two rows, separated by gender, we can see how men will spend around €200 while women will spend €160. About the purchase process, BF shoppers start their pre-search a month earlier (35%) or two weeks earlier (31%).
The categories that will triumph this year will continue to be, as in previous years, fashion, electronics Y culture.
The most online Black Friday in history
Online sales also have their peak at Christmas time. In 2019, 55% of Spanish shoppers said they had done their Christmas shopping online and 84% used three or more channels to shop.
The study data on what will happen this year are conclusive. The 70% of consumers will buy online (50% exclusively online and 20% omnichannel) while 30% will buy in a physical store.
Also, it is important highlight the during Black Friday, year after year. becoming the favorite e-commerce of the .
In recent years, users also used online stores to check the availability of an item. The comfort and timefactors that were important in previous years, have now become priority. 60% of users stated that they plan to confirm if an item is in stock, through ecommerce, before going to buy it in the store.
Solidarity with local businesses
The local trade is on the minds of consumers more than ever. This will be reflected in Christmas shopping this year and in the future. For this reason, it is very important to anticipate the intention to purchase locally, since 73% of consumers said they plan to make their smaller purchases in local businesses.
In short, Black Friday 2020 will be even more digital than in previous years. The online channel will be reinforced by the weakness of the offline channel. Consumers will be especially careful this year and will prioritize online shopping and the contactless store pickup. In addition, they will be much more demanding with the offers made.
Therefore, this Black Friday will be an option for many consumers to bring their Christmas purchases forward, since they can be difficult to carry out. It will also be a sales opportunity for local businesses.
What happened on Black Friday 2019 (and the previous ones)
https:///amazon-expanlia-su-dominio-sobre-el-black-friday-en-espana-netquest-2019/
In 2019, and according to the data analyzed by Black Friday in Spain, it is increasingly monopolized by Amazon and, in general, by the large marketplaces, thus confirming a general trend throughout the year in our eCommerce.
In any case, reading the data provided on the evolution of Black Friday in Spain confirms a stagnation in the importance of this date as a great day of online shopping. During the week of Black Friday in 2017, whose period comprised from November 21 to 27, 68.49% of Spanish Internet users connected to eCommerces, while during 2019 (from November 26 to December 2) a 70.77% of Internet users entered online stores. However, this percentage did not show an increase compared to 2018 (from November 20 to 26), remaining at 70.03%.
Amazon.es, Amazon.com and the Amazon app, preferred by Spanish Internet users
This retrospective view of the preferences of Spaniards for different online stores during this period of discounts allows us to know which are the eCommerce that have received the most visitswhich have shown greater growth and also those that have fallen in consumer preference.
A) Yes, amazon has managed to expand its clear dominance during Black Friday in Spain. In 2017, 39.49% of Internet users visited the website of Amazon.co.uk during the Black Friday period, a percentage that increased to 45.89% in 2018, a figure that fell slightly during 2019 to 44.36%.
Nevertheless, the Amazon app is the one that has shown a great increase in terms of user penetration: during 2017 only 13.61% of Internet users visited it from their mobile devices, rising to 20.32% in 2018. During Black Friday 2019 the percentage rose to 24.79%surpassing the 22.36% of users who visited the international website of Amazon.com in search of offers.
2017 2018 2019 Universe Reach (%) Universe Reach (%) Universe Reach (%) Amazon.Es 39.49 Amazon.Es 45.89 Amazon.Es 44.36 Elcorteingles.Es 19.41 Amazon.Com 22.42 Amazon.Es App 24.79 .Es 15.98 Amazon.App 20.32 Amazon.Com 22.36 Amazon.Com 14.74 Elcorteingles.Es 19.82 Elcorteingles.Es 18.69 .Com 14.33 .Es 15.15 . Com 18.48 .Es 13.92 Aliexpress.Com 15.03 Aliexpress.App 18.18 Amazon.App 13.61 Mediamarkt.Es 14.91 Carrefour.Es 14.34 Ebay.Es 12.92 Aliexpress.App 14, 23 Mediamarkt.Es 13.08 Aliexpress.App 12.88 Ebay.Es 12.2 Ebay.Es 11.41 9.02 10.33 Pccomponentes 9.27
A similar case shows the Aliexpress app, which in 2017 had a reach of 12.88%, very close to the 13.61% that the Amazon app obtained. Although during the last two years the Aliexpress app has managed to continue to rise gradually (14.23% during 2018 and 18.18% during 2019), it is quite far from the Amazon app.
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