In 2023, every second Russian plans to buy something at a Black Friday sale – 43% of shoppers last year showed this. This was shown by a Yandex Advertising survey, the results of which were reviewed by socialbites.ca.
According to the survey, four in ten people plan to spend the same amount this year as last year, and almost 20% are considering increasing their shopping budgets.
The majority of shoppers on Black Friday last year (65%) made advance preparations for future spending. Thus, while 40% of users created a product list, 2 out of 3 people additionally purchased discounted products.
However, the majority of participants take a rational approach when participating in sales; 7 out of 10 people compare prices in different places to choose the most profitable option, and the third plan their purchase in advance. For example, when choosing a store to shop on Black Friday, most people first of all pay attention to the size of the discount and the cost of the product – this is important for two-thirds of users. Next, buyers look at the cost of delivery (31%) and also evaluate the reliability of the seller (29%), explore the possibility of collecting discounts (25%) and getting a refund for a purchase (22%).
The most popular items to buy on Black Friday in 2022 include clothing and shoes (53%), cosmetics and perfume (35%), electronics and gadgets (33%), appliances (31%) and household goods ( 28) took part. ).
The most popular services during the discount season include going to restaurants, cafes and ordering food at home (19%), theater, cinema and concert tickets (17%), subscription services (16%), and on-site services. beauty and health (15%) and fitness and gym membership (13%).
Today, “Black Friday” has become for many people the general definition of the season of sales and discounts. Only 4 in 10 buyers know the exact date of purchase, and one in five think the promotion runs all year long. Almost half learn about discounts and the beginning of sales from advertising. In turn, businesses are actively preparing for the high sales season. Thus, in the 4th quarter of last year, advertisers’ investments in online promotion increased by more than a third compared to the previous year,” commented Viktor Palamarchuk, sales manager of performance products at Yandex.
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Source: Gazeta
Barbara Dickson is a seasoned writer for “Social Bites”. She keeps readers informed on the latest news and trends, providing in-depth coverage and analysis on a variety of topics.