Even if, at least in Italy, the Black Friday was born as a promotional event aimed above all at technology, at the top of the desires of Italians are fashion products: in fact, 51% report being interested in purchasing clothing, accessories and footwear. This is followed by electronics/IT products, which collect 47% of preferences; in third place among the most sought after, beauty and personal care products, indicated by 31%. Then appliances (29%), books (22%), toys (15%), furniture and household products (15%), jewelery (12%). A share of 8%, however, is looking for a discount on travel, holidays and tourism products.
Where to buy it. The web will take the lion’s share, and in particular the large platforms: 70% of those interviewed indicate that they will make at least one purchase on Amazon and similar. Despite the ‘online’ characterization of the event, however, 21% of consumers will purchase in a local shop: in fact, over 200 thousand small or medium-sized shops will participate in the promotional day, just under one in three (29%): 12% only for Friday, while 17% will proceed with more extensive promotions. «Black Friday – says the president of Confesercenti Sicilia, Vittorio Messina – can be considered almost a third part of the sales, but open to all product categories.
A fundamental event not only for the Christmas holidays but for the impoverishment of families which forces more and more people to wait for discounts and sales to purchase. This year too, the study highlights the competitive imbalance with the eCommerce giants. Almost all large platforms which – thanks to their multinational structure – enjoy indisputable tax advantages compared to physical retail channels”.