Black Friday 2024: here’s how Italians will experience the discounts

Black Friday 2024: which trends are driving purchases?

A recent analysis conducted on a sample of 2,000 consumers (source) has revealed a significant shift in shopping habits ahead of Black Friday and Cyber Monday. The irresistible allure of time-limited deals and the fear of missing out (FOMO) on unique opportunities appear to be giving way to a more mindful and planned approach.

Today’s consumers are increasingly budget-conscious, carefully planning their purchases, and showing growing sensitivity towards themes like sustainability. This emerging trend reflects a more mature approach to consumption, where rationality takes precedence over impulsiveness.

Italians more focused on saving: the Black Friday budget drops to €229

The average consumer budget for Black Friday 2024 stands at €229, slightly lower than the previous year. This suggests a more measured and less impulsive approach to shopping. In previous years, the main goal was to snag as many discounted items as possible, often without considering real needs.

This year, however, 41% of consumers stated they only planned to purchase what they had pre-determined. This data highlights a significant shift, with consumers adopting a more rational and conscious approach.

Additionally, 31% of the sample plans to allocate part of their Black Friday budget for Christmas gifts. This trend reinforces the shift toward more organised, long-term shopping.

Here’s what the surveyed consumers revealed:

• 41%: Only purchased planned items.

• 24%: Had a list but did additional research.

• 12%: Bought at least one impulse item.

• 8%: Bought more than one impulse item.

• 11%: Didn’t make any purchases during last year's Black Friday.

Black Friday and shopping habits: online shopping takes the lead

The preferred shopping channel for Italians during Black Friday 2024 confirms an established trend: the dominance of e-stores. A significant 56% of consumers opted to shop online, favouring flexible payment methods such as "buy now and pay later" (18%) or instalment payments (11%). This highlights the ongoing importance of budget management for Italian consumers, who are seeking ways to spread out their spending.

However, the allure of traditional shopping remains: 34% of respondents still prefer in-store purchases, drawn to the sensory experience of seeing and touching products firsthand.

When analysing demographic data, some interesting nuances in spending habits emerge. Men, in particular, show a slight tendency to increase their spending compared to the previous year. In contrast, women seem more inclined to reduce the number of items they own, suggesting a more restrained approach.

What will Italians buy during Black Friday?

Black Friday 2024 proves to be a fertile ground for technology and electronics, with 46% of shoppers unable to resist the allure of smartphones, smart TVs, and other cutting-edge gadgets. Following this, 35% are focusing on clothing, shoes, and accessories for adults, while 23% are targeting home goods.

The desire for renewal and the urge to seize the best deals are driving many consumers to add their most desired products to their carts.

However, alongside this trend, there is a growing awareness of sustainability. In fact, 36% of Italians state that they want to buy only what they truly need, favouring durable products made with eco-friendly materials. This duality between the desire for novelty and the need to consume more responsibly shapes Italian shopping behaviour, with consumers seeking a balance between personal satisfaction and environmental impact.

In a context where consumers are becoming increasingly conscious and strategic in their purchasing decisions, it’s crucial for brands to be ready and present on the right channels.

It’s not just about visibility, but about creating a shopping experience that meets consumer expectations, encouraging them to choose your products. To win this challenge, being online strategically is not just an option, but a necessity to turn purchase intentions into actual choices.