Black Friday did not confirm market expectations

His George Lampiris

The retail market as a whole was presented with moderate traffic this year during Black Friday, where sales compared to the comparable 2019 moved in lower and even double-digit percentages, according to market sources who spoke to Capital.gr.

It was also characteristic that the traffic fluctuated by regions – especially for the store chains -, depending on the percentage of vaccinated citizens.

According to executives of the electrical and electronics market, things were improved and in any case better than last year, as the stores were closed. At the same time, however, they point out that the offer period continues this week due to Cyber ​​Monday on Monday.

The products sold through electrical and electronics retail stores were dominated by televisions, while all other product categories were quite far away. At the same time, the market did not catch the pick that the market executives expected during the two days of Friday and Saturday.

E-commerce: Focus on luxury items – Keeps its momentum despite declining sales since ’20

At the same time the online shopping channel showed signs of resilience, where compared to 2020, when all retail stores were closed during the Black Friday period, due to restrictive measures imposed by the government to control the spread of Covid-19 disease, Although it was declining with a single-digit percentage, it kept its size, as stated in a telephone conversation we had with him, the CEO of Convert Group, Panagiotis Gezerlis.

In fact, what was observed in the case of e-commerce was the fact that consumers turned with great intensity to alcohol, where first in sales in electronic supermarkets were red wines and whiskey, which shows the trend of consumers during Black Friday to make purchases of items that are not considered essential, however they prefer to buy them at a discount at a time like this and in view of the festive season that will follow.

In the online shopping channel, the product categories with the highest turnover growth in online pharmacies were electric toothbrushes (+ 209%), anti-aging creams (+ 164%), eye care products (+ 156%), facial cleansers (+ 149%) and open diapers (+ 138%).

Respectively in the electronic supermarkets a clear preference was recorded for red wines (+ 116%), whiskey (+ 115%), vodka (+ 99%), rosé wines (+ 91%), and white wines (+ 82%) ).

The online consumer seems to be adding more products to the Black Friday markets as the average order at the online pharmacy was worth 44.80 euros and contained 5.1 pieces (compared to 43.10 euros with 4.8 pieces in the previous 3 Fridays) , while in the online Super Market it was worth 81.50 euros and contained 36.8 pieces (compared to 75.50 euros with 35.9 pieces in the previous 3 Fridays).