Boston Consulting Group’s Key Insights on Black Friday

CONSUMER SENTIMENT

Sentiment is muted as the war in Ukraine continues and consumers are anxious about its economic impact

ATTITUDE TOWARD BLACK FRIDAY

Black Friday remains an integral part of the shopping calendar, two-thirds of consumers plan to shop this year

EXPECTED SPENDING

As many consumers are already using savings on everyday essentials and need to eye their budget, average spend is expected to decrease by 9-18% across countries except the U.S.

CATEGORY PREFERENCES

Christmas will be early this year as 95% intend to use Black Friday for gift shopping; fashion, electronics & toys are most hunted, while travel is expected to see the biggest gains

CHANNEL DYNAMICS

Online only shopping is losing ground to omnichannel as store experience remains relevant; only marketplaces see a boost while the COVID- 19- era wave of brand websites is receding

SUSTAINABILITY

Consumers want to go greener this Black Friday; secondhand platforms, purpose- driven and local shopping gain momentum