Black Friday 2022, forecasts: young people less to spend, 50-year-olds spend more

A few days after Black Friday, day of discounts and special offers that falls after Thanksgiving in the United States, this year on Friday 25 November, Make it up communicates the results of his survey on expenditure forecasts. While the industry was alarmed about the chip crisis last year, this year the global landscape is much more uncertain due to the war in Ukraine and the resulting macroeconomic environment.

Presumably there will be no record purchases to celebrate, given also the cautious expectations of Amazon itself on the trend of the Prime Days in October. Even the snapshot of Idealo, moreover, does not invite optimism: the budget allocated by the Italians for the next Black Friday, which over the years has marked the start of Christmas shopping, it would be 8% contract compared to 2021, and more than 30% of respondents said that receipts and clicks on Buy they will be less than last year.

Idealo found that against an average budget that was 272 euros in 2021, this year the share will drop by 8% to 251 euros. To pull the belt more than the others are those who are part of the age group between 16 and 24 years (193 euros, -23% on the 2022 average) while, on the contrary, the Italians between 45 and 54 they will have 11% more to spend compared to the 2022 average, with a budget of around 280 euros.

It is interesting that consumers who are familiar with market dynamics and price trends have allocated 43% more for purchasesperhaps betting on the fact that if today there was an increase in the future, the future could reserve unpleasant surprises, with price lists and street price which could go up again and perhaps more markedly if the context does not improve. In short, the price increases today are better than those of tomorrow.

Looking at categoriesBlack Friday continues to be the most popular day / period for take home an electronic item: it is the priority for 61% of respondents. Then there are fashion and clothing with 43% while gaming, detected together with toys, is fifth with 26%.

The percentage of those who are already convinced that will not make any purchases regardless of the discounts it is just under 10% of the stalls. Among them, 32% do not want to spend to limit their consumption, 31% will avoid because they do not believe that it is a real opportunity to save, while another 30% do not know whether or not they will need to buy a product or service, remains waiting hoping not to have to open the wallet.

Black Friday is confirmed as a event particularly followed by the people of the web: 52% of the interviewees, in fact, think that they will buy exclusively on digital channels, while 40% make no difference, that is, they are ready to make both digital and physical purchases, while 8% just plan purchases exclusively in physical stores. To arrive prepared for the event, Antonio Pilello – Idealo’s communications manager for Italy – gave a few advice:

Black Friday discounts are not only revealed on the last Friday of November, often they start at the beginning of the month so much so that industry experts are now talking about Black Month. This is why it is important to check the offers well in advance. Over 2.4 million users research idealo during the month of Black Friday, this is because they know that on our platform they can find truly transparent prices and because they have the opportunity to activate specific price notifications that will help them to save further. . During the last Black Friday, 120,000 price alerts were activated, which helped as many consumers to wait for the best time to buy the most desired items at the price deemed most fair.