Black Friday and Christmas shopping on the internet: faced with the crisis, how will the French behave? – Fevad, the Federation of e-commerce and distance selling

Paris, November 17, 2022

PRESS RELEASE

Black Friday and Christmas shopping on the internet: faced with the crisis, how will the French behave?

The 4 key lessons from the Fevad / Toluna Harris Interactive survey

Toluna Harris Interactive, in partnership with Fevad, conducted an online survey from October 28 to November 2, 2022 with a sample of 1,033 people, representative of Internet users aged 15 and over. This survey dealt with the behaviors and perceptions of Internet users with regard to Black Friday and Christmas shopping.

Black Friday is now part of the buying habits of the French

The survey shows that online Black Friday has become a familiar event for a majority of consumers. On the occasion of Black Friday 2022, 70% of online shoppers intend to participate in this event on the internet. An event that particularly affects the under 50s (80% intend to participate) and city dwellers (75% intend to participate).

Among the reasons given, promotions and bargains are the main motivation for participating (55%), particularly because of the crisis: 21% of intentionists mention as the first reason “to be on the lookout for bargains in times of crisis”. It should be noted, still in connection with the economic context, that 7% of the inhabitants of rural municipalities favor Black Friday on the internet for the sake of saving fuel.

Conversely, 30% of those questioned do not think they will benefit from Black Friday operations this year, including 9% for sure, mainly among those aged 50 and over.

Purchasing power problems are also the main reason for not taking part in Black Friday on the Internet: in fact, 37% of them prefer to save money in the current context, especially among the youngest: 58% and modest professions (CSP-): 40%.

The rejection of overconsumption and waste only comes second in the reasons for not participating in Black Friday (27% of non-intentionists). This motivation is more present among wealthy professions (CSP+): 39% and among the most senior: 35%.

The French approach the Christmas period in a less positive state of mind than in 2021…

More than 1/3 of French people (35%) say they are in a less positive state of mind than in 2021, while only 13% say they are more positive. The most negative populations are the modest professions (CSP-) and rural people (39% and 44%), while the youngest (15-24 years) are the most positive: 29%.

In this context, more than 1 in 3 French people (39%) plan to spend less than in 2021 on their Christmas purchases, especially among low-income professions (CSP-): 51% as well as rural people: 42%.

They are also 72% to say they want to refocus on certain types of gifts, in particular by favoring gifts for loved ones: 21%, or even useful gifts: 14% or finally, gifts only for children: 10%. It is especially people aged 50 and over with 26% who plan to focus on gifts for loved ones.

The average budget considered for Christmas gifts and preparations is 404 euros. However, this average masks deep disparities: for a quarter of French people (26%) this average budget is less than or equal to 100 euros, while for more than a third

(36%) it is greater than or equal to 400 euros. It is the youngest (15-24 years old) who anticipate the lowest budget: 277 euros on average when those aged 65 and over say they want to spend the most with 450 euros on average.

E-commerce consolidates its position as an essential channel for Christmas shopping

81% of online shoppers have already had a Christmas shopping experience on the Internet. However, there is a strong disparity between, on the one hand, the youngest (91% of 25-34 year olds) and higher professions (89% of CSP+), and on the other, those aged 65 and over with 38% of between them who have never bought online before.

For this year, Christmas purchase intentions on the Internet are high since 73% of online shoppers declare that they have a definite or probable intention to make their purchases through this channel. The reasons given are unavoidable on the Internet: the most interesting price and promotions in mind (41%), the greater simplicity of purchase (25%) and the greatest choice (24%).

The categories of products considered for a Christmas purchase on the internet remain the usual gifts for this period: games/toys for 46%, beauty products/perfumes for 38%, clothing, shoes and fashion accessories for 36% and cultural products for 31%.

Second-hand products expected in large quantities under the tree

1 Internet user out of 2 (49%) declares himself ready to offer one or more second-hand gifts for Christmas. A figure in clear progression compared to previous years and which testifies to the enthusiasm of the French for the second hand.

The most enthusiastic French people for the purchase of this type of gift are those under 35 (62%) and higher professions (CSP+ 58%).

If nearly half of the French respondents are preparing to offer a second-hand gift, how about those who will receive them? Here too the figures are edifying. Nearly a third of respondents (30%) said they would prefer to receive a second-hand product rather than a new one as a Christmas present. And it is again the under 35s who are at the forefront (35%).

Methodology :

Toluna Harris Interactive, in partnership with Fevad, conducted an online survey from October 28 to November 2, 2022 with a sample of 1,033 people, representative of French people aged 15 and over. The quota method was applied to the following variables: gender, age, socio-professional category, region and size of urban area of ​​the interviewee.

This survey dealt with the behavior and perceptions of French people with regard to Black Friday and Christmas shopping.
Please note that any dissemination of these results must be accompanied by technical elements such as: the survey method, the dates of completion, the name of the sponsor – Fevad and of the institute – Toluna Harris Interactive –, as well as the sample size.

Access to the study (reserved for members):

Sorry, this content is for members only.

If you are a member, you can access it simply by logging into your MyFEVAD account. If you are not a member and would like information on joining FEVAD, do not hesitate to contact us contact@fevad.com.

About
TolunaHarris Interactivepartners in agile studies to think about the world of tomorrow.
Toluna is revolutionizing the world of consumer and citizen insights by combining innovative technology with direct, real-time access to the world’s largest research community.
Harris Interactive brings together the best experts and supports all types of clients in making the right decisions, one step ahead.

Press Contact: Sabrina Louandre sabrina.louandre@toluna.com

About the Fevad:

The Federation of e-commerce and distance selling currently brings together 600 companies and 800 websites. It is the representative organization of the e-commerce and distance selling sector. Fevad’s main mission is to collect and disseminate information to improve knowledge of the sector and to act in favor of the sustainable and ethical development of distance selling and e-commerce in France.

To know more : www.fevad.com / follow us on twitter: @FevadActu and on LinkedIn.

Press contacts: Nathalie Laine

01 42 56 38 86 nlaine@fevad.com

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Black Friday and Christmas shopping on the internet: faced with the crisis, how will the French behave? – Fevad, the Federation of e-commerce and distance selling


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