Toluna Harris Interactive has just released the results of a survey conducted in partnership with Fevad into Internet users’ behavior and perceptions of Black Friday and Christmas shopping.
A chance to learn a little more about the buying intentions of the French at this time of crisis…
Black Friday is now part of the shopping behavior of the French
The survey shows that online Black Friday has become a familiar event for the majority of consumers.
On the occasion of Black Friday 2022, 70% of online shoppers intend to participate about this event online.
An event that particularly affects the under-50s (80% want to take part) and city dwellers (75% want to take part).
Among the reasons mentioned Promotions and bargains are the main motivation to participate (55%) mainly because of the crisis: 21% of intentionalists name the first reason “to look for good deals in times of crisis”.
Still related to the economic context, it should be noted that 7% of rural residents prefer Black Friday on the internet to save fuel.
Vice versa, 30% of respondents don’t think they will benefit from Black Friday operations this yearincluding 9% for sure, mostly under 50 years and older.
purchasing power issues also represent the main reason for not participating in Black Friday online: in fact, 37% of them prefer to save money in the current context, especially among the youngest: 58% and low-income professions (CSP-): 40%.
Rejection of overconsumption and waste comes second in the reasons for not attending Black Friday (27% of non-intentionists). This motivation is more present in the wealthy professions (CSP+): 39% and in the oldest: 35%.
The French are approaching the holiday season less positively than 2021…
More than 1/3 of French people (35%) say they are less positive than 2021, while only 13% say they are more positive.
The most negative demographic groups are the humble professions (CSP-) and the rural population (39% and 44%), while the youngest (15-24 years) are the most positive: 29%.
In this regard, more than1 in 3 French (39%) plan to spend less than 2021 on their Christmas shoppingl, especially in simple occupations (CSP-): 51% and rural population: 42%.
You are too 72% say they want to refocus on specific types of gifts, in particular by giving preference to gifts for loved ones: 21%, or even useful gifts: 14% or finally gifts just for children: 10%. Above all, 26% of people over the age of 50 plan to focus on gifts for loved ones.
The average planned budget for Christmas gifts and preparations is 404 euros.
However, this average hides deep differences: for a quarter of French people (26%), this average budget is less than or equal to €100, while for more than a third (36%) it is greater than or equal to €400.
The youngest (15-24 years) expect the lowest budget: 277 euros on average, while the over 65-year-olds want to spend the most with an average of 450 euros.
E-commerce is consolidating its position as the essential channel for Christmas shopping
81% of online shoppers have already had a Christmas shopping experience online.
However, there is a strong disparity between the youngest (91% of 25-34 year olds) and professionals (89% of CSP+) on the one hand and the over 65 year olds at 38% on the other hand between those who have never bought online before.
For this year, the purchase intentions for Christmas on the Internet are high 73% of online shoppers say they have a specific or likely intention to make their purchases through this channel.
The reasons mentioned are unavoidable on the Internet: the most interesting price and the most interesting promotions in mind (41%), the simpler checkout process (25%) and the largest selection (24%).
The product categories considered for online Christmas shopping 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 in 2 internet users (49%) say they are willing to offer one or more second-hand gifts for Christmas.
A number that has increased significantly compared to previous years and testifies to the enthusiasm of the French for the seconds hand.
The French are the most enthusiastic about buying this type of gift under 35s (62%) and higher occupations (CSP+ 58%).
If almost half of French respondents are willing to offer a used gift, what about those who will receive it?
Again, the numbers are edifying. Vicinity’A third of respondents (30%) say they would rather get a used product than a new one as a Christmas present. And again, it’s the under-35s who top the list (35%).
Toluna Harris Interactive, in partnership with Fevad, conducted an online survey with a sample of 1,033 people from October 28 to November 2, 2022, representative of French people aged 15 and over. The quota method was applied to the following variables: the respondent’s gender, age, socio-occupational category, region and urban area.