Toluna Harris Interactive, in partnership with Fevad, conducted an online survey from October 28 to November 2, 2022 with a sample of 1,033 people, representative of French people aged 15 and over. The quota method was applied to the following variables: gender, age, socio-professional category, region and size of the urban area of the interviewee.
Paris, November 17,
4 key lessons from the Fevad Interactive survey / Toluna Harris
Black Friday is already part of the shopping habits of the French
- The survey shows that Black Friday online has become a popular event for most consumers. On the occasion of Black Friday 2022, 70% of online shoppers intend to participate in this online event. An event that particularly affects the under 50s (80% intend to attend) and city dwellers (75% intend to attend).
- Among the reasons given, promotions and bargains are the main motivation for participation (55%), especially because of the crisis: 21% of intentioners mention as the first reason “to be looking for bargains in times of crisis”. It should be noted, still in the economic context, that 7% of the residents of rural municipalities favor Black Friday online for the sake of saving fuel.
- In contrast, 30% of respondents do not think they will take advantage of Black Friday deals this year, including 9% for sure, mostly among those aged 50 and over.
- Purchasing power problems are also the main reason for not participating in Black Friday online: in fact, 37% of them prefer to save money in the current context, especially among the youngest: 58% and modest professions (CSP- ) : 40%.
- Refusal to overspend and waste comes only second in reasons for not participating on Black Friday (27% of non-goers). This motivation is more present among wealthy professions (CSP+): 39% and among the oldest: 35%.
The French approach the Christmas period with a less positive frame of mind than in 2021…
- More than 1/3 of the French (35%) say they are in a less positive state of mind than in 2021, while only 13% say they are more positive. The most negative populations are modest professions (CSP-) and peasants (39% and 44%), while the youngest (15-24 years) are the most positive: 29%.
- In this context, more than 1 in 3 French (39%) plan to spend less than in 2021 for Christmas shopping, especially among low-income occupations (CSP-): 51% as well as rural people : 42%.
- They are also 72% who say they want to refocus on certain types of gifts, especially favoring gifts for loved ones: 21%, or even useful gifts: 14% or finally, gifts just for children: 10%. It’s especially people aged 50 and over with 26% planning to focus on gifts for loved ones.
- The average budget considered for Christmas gifts and preparations is 404 euros. However, this average masks deep inequalities: for a quarter of French people (26%) this average budget is less than or equal to 100 euros, while for more than a third (36%) it is greater or equal to 400 euros. It is the youngest 15-24 year olds who predict the lowest budget: 277 euros on average, while those aged 65 and over say they want to spend more with 450 euros on average.
E-commerce consolidates its position as an essential channel for Christmas shopping
- 81% of online shoppers have already had an online Christmas shopping experience. However, there is a large disparity between on the one hand the younger professions (91% of 25-34 year olds) and the higher ones (89% of CSP+) and on the other hand those 65 and over with 38% of them not having never bought online before.
- For this year, online Christmas shopping intentions are high as 73% of online shoppers state that they have a definite or probable intention to make their purchases through this channel. The reasons given are unavoidably online: price and promotions top of mind (41%), greater ease of purchase (25%) and greater choice (24%).
- The product categories considered for online Christmas shopping remain the usual gifts for this period: games/toys for 46%, beauty products/perfumes for 38%, clothing, shoes and fashion accessories for 36% and cultural products for 31%. .
Second-hand products are cut in large quantities under the trees
- 1 in 2 internet users (49%) say they are ready to give away one or more used gifts for Christmas. A figure in clear progression compared to previous years and which testifies to the enthusiasm of the French for the second hand.
- The French most enthusiastic about buying this type of gift are those under 35 (62%) and the highest professions (CSP+ 58%).
- If nearly half of French respondents are preparing to offer a second-hand gift, what about those who will receive them? Here, too, the figures are instructive. Nearly a third of respondents (30%) said they would prefer to receive a used product rather than a new one as a Christmas present. And again, those under 35 are at the forefront (35%)