法国黑色星期五市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS

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BRANDSBlackFridayinFranceCHAPTER

01BlackFridayshoppingworldwideShareofconsumerswhosaidtheywouldshopduringNovembersaleseventsworldwidein2023,bycountryConsumersplanningtoshoptheNovembersaleseventsworldwide2023DefinitelyProbablyProbablynotDefinitelynotDon`tknow120%100%80%60%40%20%0%5%10%5%8%6%9%9%9%9%11%13%6%5%9%13%12%11%13%18%18%19%34%39%39%34%35%37%32%37%43%US39%38%28%27%UK20%PolandCanadaGermanyAustraliaSwitzerland3Description:IntheUnitedStates,acombinedshareof78percentofconsumersintendedtoeitherdefinitelyorprobablyshopduringNovembershoppingeventssuchasSinglesDay,BlackFriday,andCyberMondayin2023.ThissharewasalsostronginCanada,aswellasPolandandGermany.ReadmoreNote(s):Worldwide;October2023;7,022respondents;allrespondentswhoknowaboutBlackFriday/CyberMondaySource(s):BCGShareofconsumersmorelikelytotakeadvantageofBlackFriday/CyberMondaysalesduringtheholidayseasonworldwidein2022,bycountryShoppersmorelikelytotakepartinBlackFridaysalesduringholidayseason2022Shareofrespondents0%10%20%30%40%50%60%SpainIreland56%52%UnitedStatesPortugalNewZealandAustraliaFrance48%47%46%46%45%44%43%43%42%41%ItalyUKGlobalGermanyFinlandBelgium39%4Description:Accordingtoasurveyconductedin17countriesin2022,43percentofglobalconsumersonaveragewerethinkingabouttakingadvantageofBlackFridayandCyberMondaysaleswhenshoppingfortheholidayseason.ConsumersinEuropeancountries,suchas,Sweden,Norway,andtheNetherlands,weresomeoftheleastlikelytoparticipateinBlackFridaysalesduringtheholidayseason.ReadmoreNote(s):Worldwide;OctobertoNovember2022;17,390respondents;18to76yearsSource(s):Klarna;NepaConsumerswhobelievetheywilldomostoftheirBlackFriday&CyberMondayshoppingofflineworldwidein2022,bycountryIn-storeshoppingintentioninselectedcountriesworldwideonBlackFriday202240%35%30%25%20%15%10%5%38%35%34%34%33%30%29%29%28%27%27%26%25%25%24%23%20%0%5Description:Accordingtoasurveyconductedin17countriesin2022,consumersinAustriawerethemostadamantin-storeshoppersforBlackFriday.Specifically,justunder40percentofAustrianshoppersbelievedtheywouldbeshoppinginstoresmorethanonlineduringthelargestholidaysaleseventoftheyear.Incontrast,ItalianandSwedishholidayshoppersweremuchlesslikelytomakethebulkoftheirBlackFridaypurchasesoffline.ReadmoreNote(s):Worldwide;OctobertoNovember2022;17,390respondents;18to76yearsSource(s):Klarna;NepaShareofconsumerswhowillshopexclusivelyonlineforBlackFridayinselectedEuropeancountriesin2023BlackFriday:consumerswhowillshoponlineonlyinEurope202380%72%70%60%50%40%30%20%10%53%51%0%ItalyFranceSpain6Description:Accordingtotheresultsofarecentsurvey,ItaliansaretheconsumerswhowillshopexclusivelyonlinethemostinoccasionofBlackFriday2023,asstatedbyover70percentofrespondents.Slightlyover50percentofshoppersinSpainandFrancesaidthesame.ReadmoreNote(s):France,Italy,Spain;2023;1,500respondentsSource(s):PRNewswire;Scalapay;UNGUESSShareofconsumerswhoplantoshoplessduringBlackFridayinselectedEuropeancountriesin2023BlackFriday:consumerswhowillshoplessinEurope202335%31%30%25%20%15%10%5%19%18%0%FranceItalySpain7Description:In2023,over30percentofFrenchconsumerstakingpartinasurveystatedthattheyplannedtospendlessthanthepreviousyearsfortheirBlackFridayshopping.Slightlylessthan20percentofrespondentsinItalyandSpainsaidthesame.

ReadmoreNote(s):France,Italy,Spain;2023;1,500respondentsSource(s):EconomyMagazine;Scalapay;UNGUESSConsumerswhokeepsustainabilityinmindwhenshoppingforBlackFridayinselectedEuropeancountriesin2023ImportanceofsustainabilityduringBlackFridayshoppinginselectedcountries202318%17%16%14%12%10%8%12%11%6%4%2%0%FranceItalySpain8Description:In2023,nearly20percentofFrenchconsumerstakingpartinasurveystatedthattheyintendedtoseriouslykeepsustainabilityinmindwhenshoppingduringBlackFriday.Meanwhile,onlyslightlymorethan10percentofconsumersinItalyandSpainsaidthesame.ReadmoreNote(s):France,Italy,Spain;2023;1,500respondentsSource(s):PRNewswire;Scalapay;UNGUESSWhattypeofpurchasesdoyouplantomakeonlineonBlackFridayorCyberMonday?ProductsconsumersplantobuyonlineonBlackFridayintheU.S.2023,bygenderShareofrespondentsFemaleMale40%0%10%20%30%50%60%70%80%90%62%ElectronicsClothingandaccessoriesToys78%82.7%70.3%45.7%40.7%36.1%37.3%HouseholdappliancesBooks32.3%31.6%30.6%21.1%SportandleisureOutdoor/gardeningInteriorhomedesignHealthandbeautyPetitems26.3%17.9%24.9%27.1%23.9%52.5%23%23%19.3%19.1%Furniture17.1%Fitness19.1%9Description:For2023'sBlackFridaysalesevent,approximately78percentofmenintheUnitedStatesthatplannedtovisitonlineretailersonBlackFridayorCyberMonday,specificallyintendedtobuyelectronics,makingitthemostpopularproductcategoryforthatgender.Over60percentofwomenalsoplannedtobuyconsumerelectronicsthatday,butforwomen,clothingandrelatedaccessorieswerethemostpopularchoice.

ReadmoreNote(s):UnitedStates;October2023;1,000+*;18yearsandolder;consumersplanningtoshoponlineonBlackFridayorCyberMondaySource(s):DriveResearchAverageBlackFridayspendingofshoppersintheUnitedStatesin2022and2023(inU.S.dollars)AveragespendingofshoppersduringBlackFridayintheUnitedStates2022-2023450397.64390.194003503002502001501005002022202310Description:Whilein2022,consumersintheUnitedStatesspentonaverage390.19U.S.dollarsduringtheBlackFridayperiod,thisfigureissettorisein2023,withconsumerssayingtheywilllikelyspendmore.ReadmoreNote(s):UnitedStates;September13toSeptember18,2023;2,012*;*ConsumersthathaveshoppedonlineintheUS.Thisincludes1,563consumersthatboughtsomethingovertheBlackFriday(12thNovember-29thNovember)periodin2022.

ReadmoreSource(s):Censuswide;WundermanThompsonCommerceLeadingitemsconsumerswillshopforovertheBlackFriday/CyberweekendintheUnitedKingdom(UK)in2023LeadingitemsshoppersplantobuyoverBlackFridayweekendintheUK2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%44%50%ElectricalsClothing&footwearToys46.1%35%Health&beautyGames,films&musicAlcohol,wines&spiritsJewelry&watchesConfectionery&chocolatesBooks30.2%20.8%18%18%17%17%Bedding&towelsOther12.5%7.5%11Description:Forthebiggestsalesperiodoftheyear,i.e.,BlackFridayWeekend,anestimated46percentofconsumersintheUnitedKingdom(UK)plannedtoshopforelectricals.DuringBlackFridaytoCyberMonday,clothingandfootwearwasalsooneofthemostpopularcategories,withoveronlyslightlyfewerconsumersplanningtopurchasetheseitems.ReadmoreNote(s):UnitedKingdom;2023Source(s):GlobalData;VoucherCodes.co.ukLeadingchannelsconsumersintheUnitedKingdom(UK)expecttospendonduringBlackFridayin2023ExpectedchannelstospendonduringBlackFridayintheUKin2023Shareofrespondents20%0%10%30%40%50%60%AmazonRetailersites54%16%Brandedwebsites6%6%SupermarketsandgrocersOtheronlinemarketplacesOther4%2%2%GamingSocialplatforms-In-apppurchasingViaanaggregator/deliveryapp1%1%Metaverse

0%12Description:In2023,over50percentofBlackFridayshoppersintheUnitedKingdom(UK)reportedtoexpectingtospendtheirmoneyonAmazonduringthesaleday.Another16percentsaidtheyexpectedtospendonretailersitesoftheirchoiceonBlackFriday,whilesixpercentcitedbrandedsitesastheirexpectedspendingchannelfortheshoppingday.ReadmoreNote(s):UnitedKingdom;September13

toSeptember18,2023;2,025*;*ConsumersthathaveshoppedonlineintheUK.Thisincludes1,369consumersthatboughtsomethingovertheBlackFriday(12thNovember-29thNovember)periodin[...]

ReadmoreSource(s):Censuswide;WundermanThompsonCommerceCHAPTER

02BlackFridayshoppinginFranceConsumerswhothinktheywillshopduringBlackFriday/weeksalesinFrancein2022,bygenerationConsumerswhothinktheywillshopduringBlackFriday/weeksalesinFrance2022Yes,Iamsure45%Yes,IthinkIwill50%47%45%40%35%30%25%20%15%10%5%41%41%40%39%27%9%0%GenZMillennialsGenXBabyBoomers14Description:In2022,around40percentofGenZandmillennialrespondentsinFrancesaidthattheyweresuretheywouldshopduringBlackFriday/weeksales.Bycontrast,onlyninepercentofbabyboomersstatedthesame.

ReadmoreNote(s):France;OctobertoNovember2022;minimum1,000respondents;18to76yearsSource(s):Klarna;NepaProportionofshoppersinFrancewhowillbuyforthemselvesorothersonBlackFridayandCyberMondayin2022ShoppersinFrancewhowillbuyforthemselvesorothersonBlackFriday202290%83%80%70%60%50%40%30%20%10%0%66%MyselfOthers15Description:Accordingtotheresultsofarecentsurveyconductedin2022,83percentofFrenchconsumersstatedthattheywereplanningtopurchasesomethingforthemselvesduringBlackFridayandCyberMonday.Abouttwo-thirdsofparticipantssaidthattheyintendedtobuyforothers.ReadmoreNote(s):France;OctobertoNovember2022;minimum1,000respondents;18to76yearsSource(s):Klarna;NepaWhichofthefollowingshoppingactivitieswillyoudoduringBlackFriday/weeksales?ShoppingactivitiesamongFrenchconsumersduringCyberWeek202290%80%85%75%70%60%50%40%30%20%10%0%66%15%IamwaitingforBlackFriday/week

IalreadyknowwhatIamgoingtobuysalestobuybigticketitems

BlackFriday/weeksalesIwillmoreoftencomparepricesIwilltrytomakealargershareofmybetweendifferentretailersbefore

holidaygiftpurchasesduringthesalesbuying(comparedtolastyear)periods(comparedtolastyear)16Description:TheresultsofasurveyonBlackFridayandCyberMondayconductedbetweenOctoberandNovember2022showthatinthatyear,85percentofFrenchconsumerswouldcomparepricesbetweendifferentretailersduringCyberWeekmoreoftenthaninthepreviousyear.Meanwhile,about66percentofrespondentsstatedthattheywerewaitingforBlackFriday/weeksalesinordertobuybigticketitems.ReadmoreNote(s):France;OctobertoNovember2022;minimum1,000respondents;18to76yearsSource(s):Klarna;NepaDoyouwaitforBlackFridaytopurchaseChristmasgifts?ConsumerswhowaitforBlackFridaytobuytheirChristmasgiftsinFrance202360%50%40%30%20%10%0%57%18%17%8%Yes,forallChristmasgiftsYes,forsomeChristmasgiftsNo,IdonotbuyChristmasgiftsduringBlackFridayNo,IdonotbuyChristmasgifts17/statistics/1423589/consumers-who-wait-for-black-friday-to-buy-their-christmas-gifts-in-franceTheresultsofasurveycarriedoutinOctober2023showthatthemajorityofFrenchconsumerswaitsforBlackFridaytomakeatleastsomeChristmasgiftspurchases.OnlyeightpercentofrespondentsstatedthattheydonotpurchaseChristmasgifts.ReadmoreNote(s):France;October25to26,2023;269*;respondentswhohadpreviouslystatedthattheyintendtopurchasesomethingonBlackFridaySource(s):Bonial;Comarketing-News;OpinionWayMostpopularproductcategoriesduringBlackFridayinFrancein2023MostpopularproductcategoriesduringBlackFridayinFrance2023Shareofrespondents0%5%10%15%20%25%30%35%40%Ready-to-wearHouseholdappliancesToys37%28%27%HygieneandbeautyproductsFurnitureanddecorationsSmartphones22%18%18%Day-to-dayproductsCulturalgoods17%16%16%ComputersSportinggoods13%12%JewelrySounds(earphones,headphones,etc.)TV12%12%18Description:ForBlackFriday2023,nearly40percentofFrenchconsumerstakingpartinasurveystatedthattheywereplanningtobuyready-to-wearclothing,makingittheleadingproductcategory.Householdappliancesandtoysrankedsecondandthird,respectively.ReadmoreNote(s):France;October25to26,2023;269*;respondentswhohadpreviouslystatedthattheyintendtopurchasesomethingonBlackFridaySource(s):Bonial;Comarketing-News;OpinionWayMarketsharevalueofsecond-handandrefurbishedpurchasesonBlackFridayinFrancefrom2019to2022Marketshareofsecond-handpurchasesonBlackFridayinFrance2019-20226%5%4.8%5%4.3%4%3.5%3%2%1%0%201920202021202219Description:Second-handandreconditionedpurchasesmadeduringBlackFridayin2022amountedtofivepercent,thehighestfigurereachedsince2019,whenthisvalueaddeduptoabout3.5percent.

ReadmoreNote(s):France;2022Source(s):Foxintelligence;RépublikRetailShareofFrenchconsumerswhoexpecttoreturnmoreitemsonBlackFridaythananyothertimeofyearin2023,bygenderConsumerswhoexpecttoreturnmoreitemsonBlackFridayinFrance2023,bygender18%17%16%14%12%10%8%15%6%4%2%0%WomenMen20Description:TheresultsofasurveyconductedinFranceinOctober2023showedthat17percentofFrenchwomenexpectedtoreturnmorearticlesduringBlackFridaythanduringanyothertimeoftheyear.

ReadmoreNote(s):France;October11to12,2023;1,019respondents;18yearsandolder;representativesoftheFrenchpopulationSource(s):OpinionWay;TinkShareofFrenchconsumerswhoexpecttoreturnmoreitemsonBlackFridaythananyothertimeofyearin2023,byagegroupConsumerswhoexpecttoreturnmoreitemsonBlackFridayinFrance2023,byage40%37%35%30%25%20%15%10%5%29%18%10%7%0%18to24yearsold25to34yearsold35to49yearsold50to64yearsold65andolder21Description:AccordingtoasurveyconductedinFranceinthemonthofOctober2023,alargershareofyoungerconsumersexpectedtoreturnmoreitemspurchasedduringBlackFridaythaninothertimesoftheyear.Meanwhile,onlysevenpercentofparticipantsaged65ormorestatedthesame.ReadmoreNote(s):France;October11to12,2023;1,019respondents;18yearsandolder;representativesoftheFrenchpopulationSource(s):OpinionWay;TinkShareofFrenchconsumerswhopreviouslyreturneditemsonBlackFridayasof2023,bygenderConsumerswhopreviouslyreturneditemsonBlackFridayinFrance2023120%100%80%60%40%20%12%12%Men0%Women22Description:TheresultsofasurveyconductedinFranceinOctober2023showedthat12percentofbothmaleandfemaleparticipantshadalreadyreturneditemsfromlastyear'sBlackFriday.

ReadmoreNote(s):France;October11to12,2023;1,019respondents;18yearsandolder;representativesoftheFrenchpopulationSource(s):OpinionWay;TinkCHAPTER

03SpendingplansConsumerswhointendtocutbackonspendingduringholidayseasoninFrancein2022and2023SpendingcutbackintentionsonholidayseasoninFrance2022-202380%73%70%62%60%50%40%30%20%10%0%2022202324Description:In2023,thepercentageofconsumerswhoplannedtoreducetheirspendingonnon-foodgoodsduringtheholidayseasonamountedto73percent,anincreasecomparedtothepreviousyear.

ReadmoreNote(s):France;August2023;8,000*;households;*Thesurveyincludedresponsesfrom8,000representativehouseholdsintheUnitedKingdom,UnitedStates,Canada,Australia,Germany,France,Italy,andSpain.Thesourceaskedrespondentsif[...]

ReadmoreSource(s):Auctane;PacklinkPRO;RetailEconomicsSpendingintentionsduringtheholidayseasonamongconsumersinFrancein2023SpendingintentionsduringtheholidayseasonamongconsumersinFrance202315%10%10%5%7%0%-5%-10%-15%-20%-25%-30%-22%-25%SpendmuchmorethaninthepreviousyearSpendmorethaninthepreviousyear

Spendlessthaninthepreviousyear

Spendmuchlessthaninthepreviousyear25Description:TheresultsofasurveycarriedoutinAugust2023showthatroughly17percentofconsumersinFrancestatedthattheyintendedtospendmoreduringtheholidayseasonthaninthepreviousyear.Specifically,onlysevenpercentofFrenchconsumerssaidthattheywereplanningtospendmuchmorethanin2022.ReadmoreNote(s):France;August2023;8,000*;households;*Thesurveyincludedresponsesfrom8,000representativehouseholdsintheUnitedKingdom,UnitedStates,Canada,Australia,Germany,France,Italy,andSpain.Thesourceaskedrespondents[...]

ReadmoreSource(s):Auctane;PacklinkPRO;RetailEconomicsAveragebudgetforBlackFridayandCyberMondayshoppingpercapitainFrancein2022and2023(ineuros)AveragebudgetforBlackFridayshoppinginFrance2022-20232001821801601601401201008060402002022202326/statistics/1423572/average-budget-for-black-friday-shopping-in-franceAccordingtotheresultsofasurveycarriedoutinSeptember2023,theaveragebudgetforBlackFridayandCyberMondayshoppingamongFrenchconsumershasincreasedwhencomparedtothepreviousyear;from160eurosto182eurosperperson.ReadmoreNote(s):France;September2023;2,000respondents;consumersSource(s):FEVAD;SapioResearch;ShopifyAveragebudgetforBlackFridayandCyberMondayshoppingpercapitainFrancein2023,bygender(ineuros)AveragebudgetforBlackFridayshoppinginFrance2023,bygender250200204156150100500WomenMen27/statistics/1423578/average-budget-for-black-friday-shopping-in-france-by-genderAccordingtotheresultsofasurveycarriedoutinSeptember2023,theaveragebudgetforBlackFridayandCyberMondayshoppingamongfemaleconsumersinFranceaddeduptoaround156euros,lessthanwhatmaleparticipantsplannedtospend.ReadmoreNote(s):France;September2023;2,000respondents;consumersSource(s):FEVAD;SapioResearch;ShopifyAveragebudgetforBlackFridayandCyberMondayshoppingpercapitainFrancein2023,byagegroup(ineuros)AveragebudgetforBlackFridayshoppinginFrance2023,byagegroup25020015010050238232199121018to24yearsold25to34yearsold35to44yearsold65andolder28Description:AccordingtotheresultsofasurveycarriedoutinSeptember2023,Frenchconsumersbetweentheagesof18and24weretheshoppersplanningtospendthemostonBlackFridayandCyberMonday,withanaveragebudgetamountingtoabout238eurospercapita.ReadmoreNote(s):France;September2023;2,000respondents;consumersSource(s):FEVAD;SapioResearch;ShopifyCHAPTER

04OnlineshoppingSaleschannelsFrenchconsumersplannedtousemostonBlackFridayandCyberMondayin2022,byproductcategoryPreferredsaleschannelsamongconsumersduringBlackFridayinFrance2022Moreonline45%Moreoffline49%60%50%40%30%20%10%0%51%42%41%41%40%40%40%38%38%38%37%36%35%35%35%31%30%29%AutomotivesparepartsoraccessoriesChildrenproductsClothingandshoesElectronics

Entertainment

EroticmaterialsandtoysBeautyHomeandgardenJewelryand

Leisure,sport,accessories

andhobby30Description:AccordingtotheresultsofasurveycarriedoutbetweenOctoberandNovember2022,40percentofconsumersinFrancestatedthattheywouldshopforclothingandshoesmoreonlinethanofflineduringCyberWeek.

ReadmoreNote(s):France;OctobertoNovember2022;minimum1,000respondents;18to76yearsSource(s):