Black Friday and Christmas online shopping: in the face of the crisis, how will the French behave?

Black Friday is now part of the shopping habits of the French…

Online Black Friday has become a popular event for most consumers: 70% of online shoppers intend to participate this year online. An event that particularly affects people under 50 (80% intend to attend) and city dwellers (75%).

Among the reasons given, promotions and bargains are the main reason for participation (55%), especially because of the crisis: 21% of planners cite as their first reason “to be looking for bargains in times of crisis”. It should be emphasized, still in the economic context, that 7% of the residents of rural municipalities favor Black Friday on the Internet for the sake of saving fuel.

Conversely, 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 issues are the main reason for not participating in Black Friday online: indeed, 37% of non-participants prefer to save money in the current context, especially among younger occupations (58%) and modest ( CSP-) : 40%.

The rejection of overconsumption and waste comes second in the reasons for not participating in Black Friday (27% of non-goers), this motivation is more present among affluent professions (CSP+): 39%, and among older people : 35%.

The French approach the Christmas period with a less positive frame of mind than in 2021…

35% of the French say they are in a less positive state of mind than in 2021, and only 13% 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, 39% of the French plan to spend less than in 2021 for Christmas shopping, especially among low-income occupations (CSP-): 51%, as well as among rural residents: 42% . They are also 72% who say they want to refocus on certain types of gifts, particularly favoring gifts for loved ones (21%), useful gifts (14%) or gifts just for children (10%). It is mainly people aged 50 and over who plan to focus on gifts for loved ones (26% of them).

The average budget considered for Christmas gifts and preparations is €404. However, this average masks deep inequalities: for 26% of the French, this average budget is less than or equal to €100, while for 36%, it is greater than or equal to €400. It is the youngest (15-24 years) who anticipate the lowest budget (€277 on average), while those aged 65 and over say they want to spend more with €450 on average.

E-commerce is consolidating its position as an essential channel for Christmas shopping…

81% of cyber shoppers have already had an online Christmas shopping experience, with however a large disparity between younger (91% of 25-34) and higher occupations (89% of CSP+), on the one hand , and people. 65 and over, on the other hand, 38% of whom have never shopped online before.

Online Christmas shopping intentions are high this year as 73% of online shoppers say they have a definite or probable intention to shop online. Reasons given? More attractive prices and promotions (41%), greater ease of purchase (25%) and greater selection (24%).

Products considered for online Christmas shopping remain the usual gifts for this period: games/toys (46% of online shoppers), beauty products and perfumes (38%), clothing, shoes and fashion accessories (36%) and cultural. products (31%).

Second-hand products are cut in large quantities under the trees…

49% of Internet users say they are ready to give 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 this occasion. Those who are most enthusiastic about buying this type of gift are those under 35 (62%) and the highest professions (CSP+): 58%.

What about those who will receive them? Here again, the numbers are instructive: almost a third of respondents (30%) said they would prefer to receive a used product instead of a new one as a Christmas present. And it is again under 35 who are at the top (35%).


online survey conducted from October 28 to November 2, 2022 with a sample of 1,033 representative French people aged 15 and over, according to the quota method applied to the following variables: gender, age, socio-professional category, region and size. of interviewee collection.


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