Dominique Petruzzi
Research expert covering Cosmetics, Personal Care, Health & Hygiene industries.
Get in touch with us nowBlack Friday in Italy
According to a survey conducted in October 2021, the term “Black Friday” meant something to 100 percent of the Italian respondents polled. That same year, clothing, shoes, and accessories was the most sought-after product category in the country during the shopping event. While a discount of 50 percent off a product’s regular price is what it takes for 15 percent of shoppers to shop during holiday season sales in the country, 51 percent of Italian respondents in 2021 stated that they would not make a purchase, no matter what the discount was.Shopping behavior and intentions
Black Friday participation appears to take a bit of planning on the part of the consumer, with around 34 percent of shoppers stating they start thinking about Black Friday deals one to two weeks in advance. Another 34 percent of the respondents said they start looking just a few days before the event.Moreover, as e-commerce grows in popularity all over the world, consumers in Italy appear to be leaning more and more toward online shopping. More specifically, as of 2022, around 80 percent of Italian shoppers belonging to Generation Z said they intended to shop online more compared to last year’s Black Friday. Electronics and entertainment were the most sought-after product categories for Italians who plan to shop online during Black Friday and Cyber Monday 2022.
