A rain of promotions, market shares that 'move' from physical stores to online platforms.
About 12.7 million Italians have already decided to take advantage of the discounts and make at least one purchase in the week of Black Friday, from today to November 25, with an average budget of around 261 euros per person, for a total of 3.3 billion euros.
But only 29% will shop at a neighborhood store.
This is what emerges from a survey conducted by Confesercenti with Ipsos on a sample of 800 Italians between the ages of 18 and 65.
The average sum is higher in the North and in the regions of Central Italy (respectively 282.7 euros and 281.94 euros) than in the South and Islands (232.22 euros).
As regards age and gender, the biggest spenders are the over 35s (286.26 euros expected) and men (301.81 euros).
In many cases it is an advance of Christmas shopping.
In fact, 57% of those who will buy on Black Friday declare that they want to use the opportunity to already buy a gift for Christmas.
Overall, according to Confesercenti estimates, around 1.9 billion euros of spending on holiday gifts will therefore be brought forward over the next seven days.
In general, the protagonists will be purchases of fashion products.
In fact, 64% of those interviewed indicate their intention to buy clothing, footwear or fashion accessories by taking advantage of the discounts.
Followed by electronics and information technology, which collect 57% of purchase intentions, and household appliances, from TVs to washing machines, indicated by 41%, while 32% are looking for products for the home.
But there is also a 9% interested in other types of products,
mainly toys, books, collectibles, cosmetics and other perfumery products.
If, therefore, only 29% will make a purchase in a proximity store (15% in a multi-brand neighborhood store, 14% in a mono-brand store), the lion's share will be eCommerce platforms (64% indications), the online portals of multi-brand chains (43%) but also the purchase directly on the manufacturers' website (29%).
A further 40% will also buy from the physical stores of large chains and 19% from supermarkets and hypermarkets.
Confesercenti, from the survey conducted with Ipsos, also indicates that this year the discount period has extended well beyond the confines of the 'Black Friday' week, with 'black' offers as early as November 1st,
characterized by an advertising campaign of "unprecedented" dimensions: 86% of Italian adults, around 32 million people, received a direct promotional offer, above all via e-mail (79% of indications), sms (27%), Whatsapp (18%), or telephone (11%).
Mostly women are targeted, 88% of whom claim to have been reached by an offer.
"We need rules to rebalance the market": asks Confesercenti, commenting on the survey conducted with Ipsos on Black Friday purchases.
"The only certain data, to date, is the wealth that emigrates from Italy through the large international e-commerce platforms. Black Friday and November promotions in general are anticipating Christmas and diverting it towards the web", explains the secretary general of Confesercenti, Mauro Bussoni.
It is therefore "legitimate to ask whether it is necessary to guarantee greater market balance, rather than leaving everything as it is, witnessing, without intervening, the transformation and desertification of our cities, with the shop windows obscured by rented signs. It is a theme that - continues Bussoni - we want to put it forcefully.
In some regions there is a ban on promotional sales in the 30 days preceding Christmas.
A perhaps questionable prohibition;
but is it possible that in November everything can be done?
Do we want a market that really protects competition, or do we prefer to let the web giants become monopolists?
We finally have a ministry of businesses and Made in Italy, which also includes the network of local shops, a heritage and a feature of our economy, which must be protected like our products".
or do we prefer to let the web giants become monopolists?
We finally have a ministry of businesses and Made in Italy, which also includes the network of local shops, a heritage and a feature of our economy, which must be protected like our products".
or do we prefer to let the web giants become monopolists?
We finally have a ministry of businesses and Made in Italy, which also includes the network of local shops, a heritage and a feature of our economy, which must be protected like our products".
Almost one in 2 Italians, equal to 43.6% and 11.2 million households, declares their intention to shop during the Black Friday week, while another 25.7% (6.7 million) say they are still undecided .
Among those who have decided to go shopping, the allocated budget is 269 euros per family, 68% say that spending will be in line with last year, for 29.5% less.
These are some of the findings revealed by the Confimprese study center on a sample of 550 families.
In the clothing-accessories product categories, the discounts will benefit most: 7 out of 10 families (68.2%) will focus on fashion purchases, 48.3% on consumer electronics, 31.2% on beauty and personal hygiene and care.
The perception of families is that the online channel offers greater discounts (55,
8% of the total) while for 32.9% online and physical stores are the same.
There are also those who will not buy on Black Friday.
30.7%, equal to 8.1 million families, do not intend to make purchases.
And for more than one reason.
Again this year, Italians intend to take advantage of Black Friday promotions and offers in order to "save money on clothing, hi-tech, household appliances and accessories, and at least partially contain the effects of inflation".
Codacons underlines this by highlighting that they will take advantage of the week of discounts above all to anticipate Christmas gifts: according to the association's estimates, under the Italian tree one gift out of two will have been purchased during Black Friday.
The week of discounts is an opportunity, underlines Codacons again, not only for consumers, but also for cyber-criminals: during the promotional period, web scams and bank data theft attempts "surge", it says L'
The reduction in spending power empties the trolley and cuts household purchases in quantity, from fresh fish (-31%), to fruit and vegetables (-10%), to fresh milk (-1%).
A worrying situation in view of Christmas dinners and food and wine gifts, as evidenced by the fact that to relaunch purchases, Black Friday offers have also extended to food.
This was announced by Coldiretti regarding the changes in Italian spending following the high prices, on the basis of Ismea data relating to the first nine months of the year.
Italians are forced to spend more to buy less food products with spending rising by 4.4%, while the trolley is lightened in terms of quantity with reductions involving all product categories.
A trend that highlights the difficulty in which families find themselves increasingly hunting for the lowest prices, even slaloming in the various points of sale.
But the entire agri-food chain is under pressure, starting from agriculture where there are increases in costs ranging from +170% of fertilizers to +90% of feed to +129% for diesel up to +500% of bills to pump water for crop irrigation.
And increases also concern the food sector with glass costing over 50% more than last year, 15% for tetrapacks, 35% for labels, 45% for cardboard, 60% for tin cans, up to +70% for plastic.
entire agri-food chain starting from agriculture where there are increases in costs ranging from +170% of fertilizers to +90% of feed to +129% for diesel up to +500% of bills for pumping water for the crop irrigation.
And increases also concern the food sector with glass costing over 50% more than last year, 15% for tetrapacks, 35% for labels, 45% for cardboard, 60% for tin cans, up to +70% for plastic.
entire agri-food chain starting from agriculture where there are increases in costs ranging from +170% of fertilizers to +90% of feed to +129% for diesel up to +500% of bills for pumping water for the crop irrigation.
And increases also concern the food sector with glass costing over 50% more than last year, 15% for tetrapacks, 35% for labels, 45% for cardboard, 60% for tin cans, up to +70% for plastic.