Attention has thus turned to the long weekend of Black Friday and Cyber Monday (in many cases extending to the entire week): will the most anticipated black days of the year have held up to comparison with last year?
Black Friday and eCommerce: Estimates and Expected Numbers for 2021
A time of year when traditionally in the ledgers of retailers the red ink of losses changed to the black ink of profits, the Black Friday period, which takes its inspiration from this, has confirmed itself again this year, for many Italians, as the right opportunity to anticipate Christmas shopping , without giving up the convenience of receiving everything at home.
According to estimates released by the “eCommerce B2C” Observatory of Netcomm and the Milan Polytechnic, in fact, the eCommerce and Black Friday combination was destined to prove a winner also for 2021 , with an estimated expenditure of around 1.8 billion euros, 21% more than in 2020.
This trend is also confirmed by forecast data released by Shopify, according to which 86% of Italians planned to make purchases during the Black Friday long weekend , with an average spend of €372.
But if we wanted to go into more detail, what were the actual trends found in the Italian market precisely on the “hottest” days?
Providing us with interesting data is list of anguilla consumer email Blendee's eCommerce Active Monitoring Observatory , which focused its analysis precisely on the period between November 26 and 29, 2021.
Black Friday 2021: Fewer Searches but Consolidated Sales, at Least in Some Sectors
The pandemic effect ends, but purchasing habits and behaviors are consolidated : as expected, the Black Friday period confirms the maturity reached by the entire eCommerce sector.
In the face of a decrease in online searches for purchasing purposes, in fact, sales volumes and turnover are moving in a counter-trend and are not stopping.
According to a Semrush study, searches related to the “Black Friday” item in 2021 have returned to pre-pandemic levels, with a 55% drop compared to last year.
Searches are decreasing but not purchases, therefore, but not for all sectors.
