Post by account_disabled on Jan 6, 2024 9:46:31 GMT
This year, Black Friday may be the most successful shopping event of the year. According to experts from the UOC ( Universitat Oberta de Catalunya ), businesses will take advantage of this campaign to put their best offers, discounts and promotions on the table with the aim of compensating for the economic losses caused by the pandemic. For their part, consumers will be driven to purchase for emotional reasons and by the need to advance Christmas shopping in the current context of uncertainty. According to a Google study carried out in Spain, there will be a 40% purchase intention in what will be "the Black Friday of COVID-19", which represents an increase of 33% compared to 2019.
The restrictions have led to great savings Between confinement, fear of contagion and the rest of the restrictions that have prevented a normal “life of consumption”, many families have managed Phone Number List to save. According to figures from the Bank of Spain, households reached a record figure of 22.5% of their disposable income in the second quarter . This factor can work as an incentive to spend more on Black Friday. Consume to compensate for the crisis situation? "The degree of accumulated frustration, the prolonged health limitations that are not fully resolved, the critical moments suffered, all these situations can guide the consumer towards compensation and the feeling of deservedness," warns Neus Soler, collaborating professor at the UOC Economics and Business Studies. In short, the purchase of material items (given that leisure and travel products are very limited) will become a pill of emotional pleasure. The consumer profile of Black Friday 2020 According to Google, purchase intention will increase across all age ranges.
When it comes to gender, the consumer will be slightly more female (54%) than male (44%) . According to Neus Soler, this difference is associated with the fact that women have a greater range of responsibility: they buy products for themselves, for other people (children) and for the entire family (home, decoration,...). However, the male profile is the one that tends to make the most expensive purchases (technological items, for example). The online channel will be the key 45% of Spaniards say they buy more online now than before the pandemic, according to an Ipsos study. Predictions for Black Friday suggest that this channel will be the main scenario for transactions (70% of those surveyed will do so), either alone or combining it with visits to physical stores.
The restrictions have led to great savings Between confinement, fear of contagion and the rest of the restrictions that have prevented a normal “life of consumption”, many families have managed Phone Number List to save. According to figures from the Bank of Spain, households reached a record figure of 22.5% of their disposable income in the second quarter . This factor can work as an incentive to spend more on Black Friday. Consume to compensate for the crisis situation? "The degree of accumulated frustration, the prolonged health limitations that are not fully resolved, the critical moments suffered, all these situations can guide the consumer towards compensation and the feeling of deservedness," warns Neus Soler, collaborating professor at the UOC Economics and Business Studies. In short, the purchase of material items (given that leisure and travel products are very limited) will become a pill of emotional pleasure. The consumer profile of Black Friday 2020 According to Google, purchase intention will increase across all age ranges.
When it comes to gender, the consumer will be slightly more female (54%) than male (44%) . According to Neus Soler, this difference is associated with the fact that women have a greater range of responsibility: they buy products for themselves, for other people (children) and for the entire family (home, decoration,...). However, the male profile is the one that tends to make the most expensive purchases (technological items, for example). The online channel will be the key 45% of Spaniards say they buy more online now than before the pandemic, according to an Ipsos study. Predictions for Black Friday suggest that this channel will be the main scenario for transactions (70% of those surveyed will do so), either alone or combining it with visits to physical stores.