Research by Rambler & amp; Co: “Black Friday” is waiting for every tenth Russian
Despite the closeness of New Year's holidays, gifts are not in the first place in the top purchases during the days of sales. This conclusion was made by the analysts of Rambler & Co, polling Internet users, whether they are planning to purchase with discounts. The majority of Russians surveyed (71 percent) are in no hurry to shop on Black Friday. 19 percent do not know what this term means, and only every tenth is prepared in advance for the main discount day.
Most often, they want to buy food and drinks (22 percent), medicines or gifts for the holidays (17 percent each) on special offers. Discounts on household appliances attract 16 percent of the respondents, on clothes and shoes – 13 percent, on books – 8 percent. Less popular items on Black Friday are furniture and household goods (4 percent), cosmetics and care products (2 percent), jewelry and accessories (1 percent).
More than half of the respondents (53 percent) said that they were simply studying the offers of stores during the promotional period and had not yet made a purchase decision. Of those who go shopping, only 22 percent make a shopping list for sales in advance, and 18 percent admit a spontaneous purchase if they see a product or service they like. 7 percent come to sales with a must-do list, but still go beyond it.
At the same time, 85 percent of Internet users do not trust the discount prices on Black Friday and additionally check the offers, 15 percent do not consider the prices to be fraudulent.
The preferences about the shopping format were equally divided. A third of buyers will go to offline stores, a third plan to explore online storefronts, and a third prefer a hybrid format – offline and online purchases.
The budget of the majority of respondents (55 percent) for sales is no more than 3 thousand rubles. Almost a fifth (19 percent) is ready to spend from 3 to 10 thousand rubles. 11 percent are planning large purchases and have already postponed more than 50 thousand rubles for Black Friday, 9 percent – from 10 to 20 thousand and 6 percent – from 20 to 50 thousand rubles.
The poll was conducted on the Rambler portal »From November 15 to 22, 2021, the reach was 1,505,927 users, including 67 percent of men and 33 percent of women.
On the last Friday of November, the sales period around the world traditionally begins before the New Year holidays.