Spanish households will spend up to 284 euros on Black Friday this year, 35% more than last year, despite the context of high inflation. However, the majority will compensate for this increase in spending with a reduction in consumption in the weeks prior to this campaign.
This is clear from a survey carried out by the Milanuncios platform together with Appinio, which highlights that Millennials - those born between 1981 and 1996 - and Generation X - those born between 1965 and 1980 - are the most faithful to 'Black Friday' with a spending forecast of around 285 and 296 euros, respectively.
However, Spaniards plan to save before 'Black Friday'. In fact, 82% will forgo spending in the days leading up to this time of peak consumption, reducing consumption in sectors such as fashion, hospitality and culture.
Specifically, if consumption habits are analyzed moments before 'Black Friday', it stands out how 32% of those surveyed who fall into a salary range between 35,000 and 45,000 euros per year will invest less in textiles in the days before the black Friday period. promotions, followed by 19% of respondents who earn less than 25,000 euros and who will stop consuming in the hospitality industry compared to 16% of respondents who earn the most - more than 65,000 euros annually - who will not spend on culture.
For 60% of Spaniards, the “star” categories are once again fashion and technology, followed by video games and consoles (27%), books (23.2%) and toys (18%).
Regarding the textile sector, 71% of women say they buy clothes during this campaign, compared to 70% of men who consider investing in technological products, highlighting their preference for household appliances. In fact, 64% of consumers will sell 'tech' products beforehand with the intention of getting money and investing it in another technological device, thus reflecting the interest of Spaniards in this sector.
Regarding the purchasing channel during Black Friday, 'e-commerce' is the preferred option for 52% of consumers between 27 and 58 years old, the so-called Millennial Generations and the so-called Generation Up to 44% of 18 and 24 year olds prefer to search on the internet but finalize their purchase in the physical store. Regarding the main motivation for making purchases online, convenience (48%) and the price of the products (32%) stand out.
Finally, 68% of consumers see the second-hand market as an alternative to 'Black Friday'. Among the motivations when using buying and selling platforms during the discount season, the survey reflects how the main reasons are sustainability for 36% - due to the reduction of environmental impact - and savings for 34% - since that the prices are more competitive.
