A recent study by DPG Media and Panel Inzicht shows that 53% of the Dutch population plans to make purchases during the Black Friday period. Nearly half of these consumers even intentionally postpone their purchases until the discounts. This presents companies with a significant opportunity to strategically respond to consumers' buying intentions.
Insights into Consumer Behavior Around Black Friday
Black Friday is not just about impulse purchases. While 63% of consumers buy products for themselves, a significant portion is already starting to shop for the holidays, such as Christmas (46%) and Sinterklaas (33%). Online shopping remains the most popular, with nearly half of consumers expecting to spend over 100 euros. This behavior presents companies with the opportunity to create targeted marketing campaigns that align with specific customer needs.
Preparation plays a key role
A striking trend is that 55% of consumers decide in advance what they will buy during Black Friday. Only 21% make their decision in-store. This indicates that consumers are becoming increasingly conscious and are seeking information before making a purchase. Companies can capitalize on this by timely communicating offers and product information through websites, newsletters, and social media. Nearly half of the respondents find Black Friday advertisements useful, highlighting the importance of well-thought-out promotions.
The most popular products during Black Friday
Electronics, telecom, and gadgets are the most sought-after products during Black Friday, followed by clothing and personal care items. Consumers spend an average of between 50 and 200 euros, and online shopping continues to be the preferred method. However, the combination of online and physical shopping is also growing, presenting opportunities for businesses to implement an omnichannel approach.
Strategic opportunities for businesses
For companies, Black Friday is an important moment to respond thoughtfully to purchasing behavior. With the right information and timely promotions, businesses can effectively reach consumers and convert purchase intent into revenue.