Are the French starting to tire of Black Friday?
According to a study conducted by the Society & Consumption Observatory (Obsoco), 41% of them indeed plan to take advantage of this day scheduled for this year on November 26, against 57% in 2019. This concept imported from the United States. Unis remains popular in France, but consumers, bombarded with promotions all year round, are starting to favor other periods for shopping, even other modes of consumption.
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Among the reasons which divert the French from this period of winter promotions, 80% of those questioned believe that this day is associated with the notion of overconsumption.
They are 57% to consider that Black Friday encourages them to buy products that they do not really need, and 13% of them today declare themselves
“against the principle”
of Black Friday.
Overbidding
"There is a form of promotional escalation that takes place all year round,"
explains Agnès Crozet, secretary general of Obsoco.
It's almost difficult to buy a product today that isn't on sale! The French have thus become accustomed to buying only
"
crossed out prices
",
so Black Friday and sales are less of an event. "
In detail, the French are therefore only 51% to consider that Black Friday is an opportunity to do good business.
This is 15 points less than in 2019. They are especially 27% to consider that the promotions displayed during Black Friday are not true, against only 16% two years ago.
"
People believe less and less in the reality of promotions, sometimes noting that distributors increase prices before this day to create false promotions
," continues Agnès Crozet.
Today there is mistrust of the prices displayed. ”
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In addition, the trend towards second-hand products
"is now widely established",
notes Agnès Crozet. "
It is a consumption standard that meets several aspirations, including ecological awareness but also the possibility of buying branded products for less
," she continues. Finally, 29% of French people would be for an outright cancellation of Black Friday,
"not to penalize in-store commerce"
. They are still 37% not to be in favor of this proposal, but this figure is down (-4 points in two years).
It should be noted, however, that with the 142 billion euros in savings accumulated since the start of the pandemic, it is a safe bet that the share - certainly possibly reduced - of French people who will benefit from Black Friday could well be a a little less careful about the expense ...
