Black Friday 2024 has once again solidified its place as a key date in the Belgian retail calendar, with sales increasing by 9.3% compared to 2023. Total turnover during the week surpassed €203 million, setting a new benchmark for consumer spending during this annual shopping event.
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Top-selling categories and products
Hair stylers (+43%), media tablets (+28%), and vacuum cleaners (+25%) were the standout product categories, reflecting heightened demand in both personal care and household technology.
Online shopping dominates
Online sales led the way, growing by 12.5% compared to the previous year. Physical store sales also saw a healthy increase of 6.3%. For the first time, online sales in Belgium surpassed the €100 million mark in a single week, representing 49.3% of total Black Friday week sales, a 1.4% rise from 2023. Online unit sales grew by 6% compared to the previous year.
Sector growth highlights
The IT and Small Domestic Appliances (SDA) sectors saw exceptional growth, each rising by 17%, followed by Telecom (+4.7%), Major Domestic Appliances (MDA) (+3.2%), and Consumer Electronics (+3%). Telecom and IT combined contributed 52% of Black Friday week turnover, with significant growth in categories such as media tablets, mobile computers, core wearables, and AR/VR glasses.
The rise of a multi-week Black Friday
This year's data underscores a shift in Black Friday dynamics, as the event extends beyond a single week. Sales during the two weeks leading up to Black Friday (November 11-17 and November 18-24) grew notably, with the week of November 11-17 seeing a 41.8% increase in value. Combining sales from these three weeks (November 11-December 1) resulted in overall growth of 12.8%. Despite this expanded timeframe, Black Friday week remains the most lucrative, generating sales 2.3 times higher than an average week. The previous week delivered sales 1.5 times higher than usual, while two weeks prior recorded 1.1 times more.
Notable growth
The results highlight the increasing importance of Black Friday as a key driver of consumer spending and a major fixture for both online and in-store retail in Belgium. As the event evolves into a multi-week phenomenon, retailers are given more opportunities to engage with consumers throughout the extended period.
Black Friday continues to be a cornerstone of the Belgian retail landscape, reflecting broader global trends in consumer behaviour and retail strategies. With growing participation from both consumers and retailers, the event continues to reshape the shopping landscape year after year.
More information:
NielsenIQ
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