The 2024 "The French and Black Friday" barometer by OpinionWay for Bonial highlights noticeable shifts in French consumer behaviour, despite economic challenges. Although the average budget for Black Friday shopping has decreased, with French consumers planning to spend €388—€28 less than last year—daily purchases are on the rise, showing that Black Friday remains an important event for many.
While 29% of the French population intends to participate in Black Friday this year (a slight increase from 2023), younger shoppers are particularly eager. Half of those aged 18 to 24 are planning to make purchases, reflecting the growing appeal of the event to younger generations.
Photo: Dreamstime.
79% of consumers plan to buy Christmas gifts during Black Friday, marking a 4-point increase from the previous year. Some 20% intend to do all of their gift shopping during this period.
While digital channels remain dominant, with 92% of potential buyers turning to the internet for promotions, there is a slight shift toward physical stores. Fewer consumers (42%) plan to shop exclusively online, while 45% favour a hybrid approach, combining in-store and online shopping.
More information:
Bonial
www.corporate.bonial.com