Almost two thirds want to take advantage of Black Friday offers
Bargain hunting during the Christmas shopping season has largely shifted to the internet in Germany. According to a representative survey by the digital association Bitkom, 63% of consumers aged 16 and over want to take advantage of the special offers around Black Friday or Cyber Week. Of these, 44% want to search online, and 11% both online and in-store.
Only eight percent want to make use of the offers in a completely analogous way and only in a local store. A good third (37%) ignore the discount days.
For the survey, which was conducted by Bitkom Research on behalf of the digital association, 1123 internet users in Germany aged 16 and over, including 1050 online shoppers, were questioned at the beginning of October.
Look closely and check even during the discount battle
The survey shows that many consumers are specifically looking for bargains. Half (50 percent) think about what they want to buy in advance. 29 percent then look exclusively for suitable offers, but 21 percent are also open to spontaneous purchasing decisions. 20 percent do not plan in advance and rely on spontaneous browsing for offers. 27 percent are aware of Black Friday or Cyber Week, but do not intend to take advantage of them. Only two percent are not even aware of Black Friday or Cyber Week.
Bitkom CEO Bernhard Rohleder advised consumers to take a close look during the discount battle and check whether it really is a good deal. For example, consumers should use price comparison portals to find out what price is normally charged for a particular product.
According to the survey, the lowest possible price is the most important criterion, namely for 71 percent of respondents. However, shipping and delivery also play an important role: 61 percent look for free shipping, 52 percent for free returns and 50 percent for the fastest possible delivery time.
For Black Friday this Friday (November 24), some retailers are offering considerable discounts to attract customers. Cyber Week starts on Monday with its discount campaigns.
Despite the shift towards online shopping during Black Friday and Cyber Week, some consumers still prefer traditional in-store shopping. However, only 8% of the surveyed consumers plan to use the discounts exclusively in a local store. (Containing: 'Black Friday', 'shopping', 'local store')
The internet plays a significant role in this year's trade events, with 63% of consumers planning to take advantage of the Black Friday and Cyber Week offers online. This figure includes 44% who will only hunt for discounts online and 11% who will explore both online and in-store options. (Containing: 'Internet', 'Trade', 'Black Friday', 'Cyber Week', 'Online')
With the abundance of information available online and discount offers during Black Friday and Cyber Week, it's crucial to research prices carefully. Consumers should use price comparison portals to ensure they're getting the best deal possible and not overlook potential hidden costs such as shipping or return fees. (Containing: 'Black Friday', 'Cyber Week', 'Discounts', 'Information technology', 'Price comparison portals')
Source: www.dpa.com
