Black Friday: Study shows how much money Germans spend

Photo Illustration by Rafael Henrique / SOPA Images / LightRocket via Getty Images

Black Friday is getting closer. The online shopping event of the year takes place next weekend. The fintech Klara was interested in how the Germans will accept Black Friday and therefore carried out a survey among 2,000 people. had it in advance. The result: Germans plan to spend an average of 219 euros.

The answers from the individual federal states are mixed: While the Berliners want to spend more than 300 euros and thus land in first place in the comparison, the Schleswig-Holsteiners land at the bottom of this comparison with 127 euros. “All signs indicate that this year we will experience Black Friday with the highest consumption of all time”, analyzes Thomas Vagner, Managing Director Germany, Austria and Switzerland of Klarna. “Year after year, sales around the campaign week increased.”

Black Friday and other promotional days around the weekend have been the start of the Christmas business in the USA for many years. This trend is spreading more and more to Germany. According to the Klarna survey, 39 percent of Germans have already participated in Black Friday at least once – the majority online. This year, 36 percent are thinking about shopping again specifically on Black Friday.

Black Friday: “E-commerce plays a more important role than before”

There is disagreement on the question of whether online trading will benefit particularly this year due to the corona pandemic. After all, strict Corona requirements continue to apply and the crowds in the city centers are no longer a familiar sight. At 37 percent, more than a third of those surveyed state that they want to use the advantages of online shopping because of the corona pandemic.

With these savings tips you are perfectly prepared for Black Friday

However, 43 percent also state that they do not want to use online retail more than in previous years and plan to use it to support stationary retail. Nevertheless, Klarna expects: “Due to the circumstances this year, online trading is playing an even more important role than before, which means that new target groups have come in addition to the classic young online shoppers,” says Thomas Vagner.

Black Friday: Electronic devices are particularly popular

The goals are similar regardless of whether consumers shop online or offline. 47 percent of those surveyed state that they are specifically waiting for certain inexpensive products. 35 percent also want to be inspired by offers. Electronic items are particularly popular: 43 percent plan to buy corresponding products. 37 percent want to buy clothing and shoes and 22 percent want to purchase entertainment products.

With the increasing popularity of Black Friday, retailers have to adapt to a new demand situation. After all, this means that the Christmas business is shifted to November. This is also confirmed by the Klarna survey: Almost half of Germans already use Black Friday to do “a few” Christmas shopping. Only three percent, on the other hand, want to make all purchases in the last week of November.


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