29.11.2021 – 07:20
The years when Black Friday broke all sales records seem over. Consumers are increasingly using the whole of November to hunt for bargains, while Black Friday is stabilizing at a high level. This results from an analysis of the sales figures on Black Friday 2021 from Criteo (NASDAQ: CRTO), the global technology company with the world’s leading commerce media platform. Criteo works with thousands of national and international retailers and is thus able to provide meaningful market figures on the day of action in online trading. The results for Germany are based on the evaluation of around 1,500 German retailers from sectors such as fashion, consumer electronics, lifestyle or home & garden.
Here are the main results:
- Despite the challenges of the past few months, Germans are already in the right shopping mood for the upcoming festive season: On Black Friday 2021, they made 155 percent more purchases online than the average for the first week of November.
- In a year-on-year comparison, German consumers were more cautious than on Black Friday 2020 (19 percent fewer sales than in 2020).
- When looking at November as a whole, peaks fall on Sundays and on Singles Day on November 11th. on which sales were consistently between 20 percent and 40 percent higher than in the first week of November. This shows that Singles Day is also gaining a foothold in this country.
- A similar trend picture emerges worldwide as in Germany. Black Friday sales in Great Britain were 18 percent below those of the previous year, in France they fell by 8 percent. The USA is relatively stable, with only slight declines of 3 percent.
- The clearest sales peaks in Germany can be observed in the Lifestyle category – 190 percent more sales were made here on Black Friday than the average in the first week of November. This is followed by consumer electronics (+181%), leisure needs (+174%) and fashion (+172%).
Corinna Hohenleitner, Managing Director DACH at Criteo, classifies the numbers: “In 2020 it was first of all to arrive in the New Normal under the sign of the pandemic and to make the necessary purchases for home office and home schooling. In addition to strong sales peaks in the consumer electronics sector, this year we can clearly see that consumers are ahead of the As the number of cases increases, prepare to spend more time at home again. You want to be comfortable at home and do something good for yourself. ”
Supplemented with an outlook on the development of the next few years Corinna Hohenleitner: “Consumers are taking advantage of discount campaigns from individual retailers ever earlier and no longer necessarily have to wait for Black Friday when they have found their desired product at a good price. In view of the strong sales figures earlier in the month, it will be interesting to see how retailers are in the coming year design your peak shopping season. First promotions in October 2022 would not surprise me. ”
For the evaluation, Criteo analyzed the sales of over 10,000 dealers worldwide, including approx. 1,500 in Germany, in November 2020 and November 2021. The same set of dealers was used for the analysis in both years.
Criteo (NASDAQ: CRTO) is the global technology company with the world’s leading commerce media platform. 2,700 Criteo employees work with around 22,000 marketers and thousands of publishers to activate the world’s largest inventory of commerce data and drive better business results with it. With its trustworthy and effective advertising offering, Criteo enriches the online experience of every consumer while promoting a fair, open Internet that enables discovery, innovation and freedom of choice. More information at www.criteo.com/de.
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Original content by: Criteo SA, transmitted by news aktuell