Black Friday: Three questions about the end -of -year marketing event
© Riccardo Milani / Hans Lucas / Hans Lucas via AFP Privileged commercial operation for good deals, the "Black Friday" returns on Friday 25 Next November. The brands are counting on this event, which falls a month before Christmas. Origin, scale in France and consumers' profile, Europe 1 takes stock of this marketing meeting. This is a date that lovers of good deals keep preciously in mind.
: With this concept, Black Friday has become one of the most important sales days of the year in Germany. Last year, consumers spent almost five billion euros on Black Friday and the following Cyber Monday, according to the Germany (HDE) trade association. © dpa A sign advertises the Black Friday in Cologne. In view of the inflation and the scarce funds,
is uncertain whether the campaign can also build on the success this year at the end of November. Especially since many consumers fear that the offer could be less attractive this time. After all, the dealers also fight with rising costs. The HDE is optimistic: it expects a survey of 1000 online shoppers around the discount days with a sales record of 5.7 billion euros. That would be 22 percent more than in the previous year. "The growth history of Black Friday and Cyber Monday also continues under the currently difficult framework and despite the poor consumption mood," the deputy HDE general manager Stephan Tromp is convinced.
Top currency keepers provide further interest steps in view of
Frankfurt (Reuters) - According to several leading currency supervisors, the European Central Bank (ECB) will continue to drive its interest rate course in the fight against high inflation.
Many customers are now going to be a bargain hunted head manager, Stephan Tomp
"Many customers are now going to be hunt and want to use the offers of the two days." The discount days, this year on 25 and 28. November, would now also be used to look for Christmas presents. In total, gifts worth 1.7 billion euros could be bought. Not all industry experts are so optimistic. The trading expert Gerrit Heinemann from the Niederrhein University of Applied Sciences assumes that the trade for Black Friday will pull all the stops to save a difficult year. But he has doubts that this succeeds.
"All in all, the signs are not so good that a sales record will settle again this year," says Heinemann - also because there are further problems in the supply chain. The trading expert Martin Fassnacht from the WHU business university in Düsseldorf is also skeptical: “People want to hold their money together because of the difficult economic situation. This will also be felt on Black Friday. In the end, sales will be lower than in earlier years. ”Nina Scharwenka from the management consultancy Simon-Kucher & Partners is also convinced:“ Hopes that consumers will increase their expenses in Germany during the pre-Christmas campaign days and thus the companies in the previous course of the year weakened sales figures are likely to be disappointed. ”
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The inflation rate has reached a maximum in 2022. Many people fear for their standard of living and believe that they will have to become more economical in the future. © provided by Finance.net Thomas Lohnes/Getty Images Majority of Germans is afraid of existence and is dissatisfied inflation , war and delivery bottlenecks are difficult for the Germans.
consumers want to buy what they need
basically the interest of people in the Black Friday is still high. According to a representative survey by the management consultancy PWC, for which more than 2,000 people were interviewed, a good two thirds around Black Friday want to go to bargain hunting despite inflation and scarce funds - as many as in the previous year. But your shopping behavior has changed. On the one hand, consumers are more reluctant to issue money, says PWC trading expert Christian Wulff. "On the other hand, they want to consciously use the special offers around the Black Friday 2022 because they assume that the price spiral will continue to rotate." According to the survey,
just want to buy what they need. Every fifth wants to buy less due to the circumstances. A similar number of bargain hunters prefer to go to cheap retailers and online shops or look specifically for inexpensive products such as own brands or used articles. Around 40 percent of consumers fear that Black-Friday offers will be less attractive than in previous years. Just as many expect that certain products will not be available due to delivery problems.
almost a third expected that fewer traders will take part in the discount battle, since they also have to deal with rising costs. According to Simon-Kucher, the bargain hunters also prepared well this year. Around 70 percent had already observed the prices of the articles for which they were interested in the weeks before the Black Friday. This procedure is actually recommended. Because a study of the idealo price comparison portal, for which the price development of around 10,000 products from 1000 categories was analyzed, shows that real bargains are also rare on the Black Friday. On average, the offers were just five percent cheaper last year than in the month before the campaign. (dpa)
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