Black Friday has become “a necessity” for more than half of French people because of inflation

Black Friday, anti-inflation remedy? In any case, this is what an OpinionWay study for Amazon* finds, published this Thursday. The famous annual promotional holiday, which this year falls this Friday, November 24, is now seen by many consumers as an opportunity to save money. For half of those surveyed (52%), Black Friday has even become “a necessity” with inflation, underlines this study carried out on behalf of the American e-commerce giant.

However, the pleasure dimension is still there. Nearly nine out of ten people surveyed (89%) believe that Black Friday is also a way to treat yourself. “So of course, inflation always weighs on budgets, and it accentuates the essential dimension of Black Friday to be able to access consumer goods, but regulars derive real satisfaction from it,” notes Éléonore Quarré, consulting director at the opinion center of OpinionWay, cited in a press release. Another result shows that inflation, although declining (4% in October over one year, according to INSEE), still constrains households: 40% of respondents usually buying on Black Friday confide that they will spend less than last year, compared to 49%, neither more nor less (and 11% more).

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The study also draws a sketch of the Black Friday buyer: more likely a woman (59% say they take advantage of it), young (69% under 35), with children under 18 in the household (68%). And despite all the debates on the “model of unsustainable overconsumption” that Black Friday boasts, to use the words of the Minister of Ecological Transition Christophe Béchu, this promotional operation retains its popularity. More than one in two French people (55%) say they usually buy during Black Friday, on the internet and/or in stores, and one in five respondents are even ready to take the plunge this year.

There are few surprises when we examine the Black Friday bestsellers: fashion products (clothing, shoes, bags, jewelry, etc.) are the most purchased online on this occasion (57%). , ahead of high-tech products (smartphone, tablet, computer, speaker, etc.) at 50% and small household appliances (toaster, coffee maker, etc.) at 39%. Then we find cultural products, beauty products, children’s items and decorative objects and other furniture.

*Study carried out by OpinionWay using a self-administered online questionnaire from November 9 to 13 on a sample of 1,008 people representative of the French population aged 18 and over.