(Fotocredit: Tamanna Rumee from Unsplash)

Black Friday continues to polarise opinion. While 48% of Austrians (aged 16-74) believe the day of action is simply unnecessary, 52% will take advantage of the special offers this year - compared to 48% last year. 29% of consumers (aged 16-74) intend to use the Black Friday promotions to buy Christmas presents this year. Last year, this figure was only 18%.

Black Friday is and remains an online shopping phenomenon in Austria - unlike in the USA. 40% of Austrians (aged 16-74) intend to shop online on Black Friday this year (compared to 36% last year). This year, 34% of consumers alone will shop on Amazon. Online platforms from Asia (Temu, Shein & Co.), on the other hand, will only play a subordinate role. Not only the number of shoppers but also spending will reach a new record this year. After around €450 million in the previous year, spending around Black Friday is forecast to rise to around €490 million this year.

‘The crisis is the time for special offers. A record number of shoppers and spending is expected around Black Friday this year. The domestic retail sector will only benefit from this to a limited extent,’ says Dr Ernst Gittenberger, summing up the latest analysis results from the Institute for Retailing, Sales and Marketing (IHaM).

‘29% of consumers are bringing forward their Christmas shopping to Black Friday this year and buying gifts at discounted prices. This means that the discount battle around Black Friday will nibble away some of the actual Christmas business this year,’ says Prof Dr Christoph Teller (Head of the Institute).

Article in CASH., opens an external URL in a new window

Article in RETAILREPORT, opens an external URL in a new window