The postponement of Black Friday for a week, success or masquerade?
Reality oscillates between the two.
After tough negotiations, the Minister of the Economy had obtained from traders a postponement of this promotional operation from this Friday to next Friday, December 4.
Objective: to move Black Friday after the reopening, this Saturday, of so-called "non-essential" shops in order to limit the flow of customers in the context of the Covid-19 crisis and prevent e-commerce from taking all the stake. Christmas in the face and beard of physical stores.
An in-depth shopping session on the Internet reveals that the first discounts have already made their appearance.
From the middle of the week, our mailboxes were inundated with enticing proposals.
Suitcase seller Delsey announces "hundreds of products at -50% for Black Friday".
In Kidiliz clothing, it's -30% for the same reason.
Oneplus phones warn that "Black Friday is here" with a reduction of 150 euros on the Oneplus 8 model. Hockerty men's suits confirm "yes, Black Friday is starting now, here is the best promo of the year".
On the tourism side, we can cite the Homair village campsites which promise "11 days of madness" with -50% on reservations or CLC motorhome vendors who display "the blazing Black Friday offers" from 23 to 29 November and " savings of up to € 19,130 ”.
"Christmas before the hour"
Other brands prefer to play with words.
If they have banned the American expression from their slogans, the cuts have not disappeared.
This week, it was like “Christmas before its time at Intersport”.
“Before the postponement of Black Friday took effect, I had spotted two pairs of Adidas sneakers at -30%: one at 24.99 euros for my 7-year-old son, another at 20.99 euros for my little one. 3 years old, observes Sylvie, a mother from Essonne.
I returned to the site on Monday evening to order: the mention “Black Friday” had disappeared but I was able to order the two pairs of sneakers at the same price.
At Cdiscount, the site's main banner subtly reads "Direction Christmas: the countdown has begun".
Some promos are displayed on vacuum cleaners, TVs or washing machines.
Fnac, for its part, offers 30 euros free for every 200 euros of purchase on the occasion of "private member Christmas days".
On La Redoute, with “Christmas in sight”, we are “heading for thousands of good deals”.
The offers are "limited" at Dyson, but the real reductions: 50 euros or 100 euros, depending on the vacuum cleaners.
Other brands are playing on the color of the event, which is no longer black: Promod clothing speaks of "Golden Hours", while the operator SFR has opened a countdown for "the Big Red".
The only major operator not to have moved a comma from its site: Amazon.
Not even a small percentage is displayed this Friday on the platform in France.
Bercy has "no power to prohibit promotions"
“If the small players have maintained their promotions, I still have the impression that part of the offers of the big players have been postponed until next week, notes Hugues de Buyer-Mimeure, the co-founder of Dealabs, a community site. good plans.
Compared to the same days last year, we recorded -12% Sunday offers, -30% Monday and Tuesday and -50% Wednesday.
This Thursday, 1,800 good tips were collected by the community: much less than last year on the eve of Black Friday, but much more than a usual Thursday.
"It's normal", remarks Mike Hadjadj, founder of Iloveretail.fr.
Even before the creation of Black Friday five years ago, and its rise in France for three years, “the last weekend of November already corresponded to a peak in consumption, notes this trade expert.
It is a period when a majority of French people prepare their Christmas gifts and when the brands are doing promotions and private sales.
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On the side of the Ministry of the Economy, we are trying to put this postponement of Black Friday into perspective.
"We do not have the power to prohibit promotions, we have always said it," says one in the entourage of Bruno Le Maire.
The traders of the platforms and the trade federation are committed.
The French know what has been promised to the authorities.
If they are attached to small businesses, the best way to show it is to go home tomorrow
(Editor's note: this Saturday)
and not on these sites.