Black Friday: an increasingly awaited event
Black Friday, the traditional day of discounts that marks the beginning of the Christmas season, is becoming an unmissable event even in Italy. This year, forecasts indicate that Italians will spend more than 2 billion euros online, an increase of 9% compared to 2023. This phenomenon is not just a matter of discounts, but it reflects a change in retailer buying habits and strategies.
Growing and falling product categories
The categories most involved during Black Friday include clothing, beauty, food and wine, toys, IT and electronics. However, it is interesting to note that the electronics sector is seeing a 14% decline compared to the previous year. This change suggests that consumers are looking for different experiences and products, shifting attention to categories that offer greater value and innovation
.
Marketing strategies and promotions
Black Friday promotions are diversifying. Many retailers offer discounts on the entire catalog, while others focus on selective offers. In addition, initiatives to reward loyal customers, such as early discounts, are gaining popularity. Some stores enrich their offerings with additional benefits, such as freebies and free shipping, to attract a larger number of
shoppers.
Geography of purchases: Northern Italy in the spotlight
According to data, Northern Italy is confirmed as the main protagonist of shopping during Black Friday, with 28% of buyers coming from the North-West and more than 24% from the North-East. On the contrary, Central Italy and the South both represent about 19% of buyers, while the Islands stop at 9.5%. This geographical distribution highlights the differences in consumer habits and in the marketing strategies adopted by
retailers.
Preparing stores for Black Friday
In recent years, stores have understood the importance of strengthening their operations to face the promotional period. Investments in IT infrastructure and customer care have become essential to ensure a smooth shopping experience. Companies are working to improve order preparation and fulfillment, making sure they can handle traffic peaks during Black
Friday.
Beware of online scams
With the increase in online purchases, Codacons warns consumers against possible scams. It is essential to pay attention and follow some tips to avoid bad surprises during Black Friday. Online shopping security must be a priority for all shoppers, especially in such a hectic time
.