Black Friday or the quest for “good deals” despite inflation

According to a Harris survey of online shoppers, 70% will rush online for Black Friday deals and 55% will do so for “purchasing power reasons”.

Annual high mass of consumption, Black Friday, which opens on Friday, November 18 at certain traders, should not suffer from the purchasing power at half mast of the French, eager to take advantage of good deals in the face of inflation. , estimate polling institutes and distributors. In front of the Galeries Lafayette, already decked out in their Christmas finery, Marie Bois explains that she lost 200 euros per month in purchasing power, in particular “due to (the increase) charges, such as heating”. The 24-year-old young woman, a work-study window dresser, thus counts “take advantage of promotions” on Friday, November 25 to make her end-of-year gifts.

“The intention to participate in Black Friday is comparable to that of last year (…) and what is driving this participation is the crisis”, explains to AFP Nadine Porge, deputy director of the Services department of Harris Interactive. According to a study by the institute published Thursday and relating to cybershoppers, 70% will rush online for Black Friday good deals and 55% of them will do so for “purchasing power reasons”.

Now, Black Friday can last longer than a week, not just a Friday. Despite inflation, distributors are already rubbing their hands, convinced that they are making money. “We are in a particular year with an even more striking search for bargains, in a context of declining purchasing power”judge Hugo Larricq, commerce director of Cdiscount, an online commerce site that expects 10 million visitors on Friday alone.

“More than one in three French people plan to spend less than in 2021”

In 2021, Fnac-Darty recorded more than 50 million online and in-store visits during Black Friday, “the biggest peak of the year”according to Simon Ilardi, director of commercial promotion for the group. “In 2016 in France, (…) Black Friday capitalized as much as Christmas in 2018, and then became stronger than Christmas”confirmed Thursday Olympe Krima, consultant of the GFK research institute, during a press conference.

The president of the federation of e-commerce and distance selling (Fevad), François Momboisse, however moderated these enthusiasms. With “enormous purchasing power restrictions, (…) the situation is still tense, very tense, much more than it has been for the past ten years”, he tempers. The study conducted by Harris Interactive tends to the same conclusion: “More than one in three French people plan to spend less than in 2021 on Christmas shopping”with an average budget of 404 euros (gifts and preparations).

However, distributors are doing everything to seduce the refractory, even going so far as to highlight second-hand, second-hand or “Made in France” products – a way of also responding to criticism from environmental defense associations. on this meeting of overconsumption. “There are no green promos!”however protests Tancrède Girard, member of the Ile-de-France Network of Re-employment Actors (REFER) who qualifies as “disastrous” the social and environmental impact of Black Friday.

“There are other ways of consuming and living together!”

“Pollution”, “resource consumption”, “forced labor” : in response to the event, a group of associations including Emmaüs created Green Friday, a day to raise awareness of responsible consumption and of which Tancrède Girard is one of the founding members. Activist of Extinction Rebellion, “Crocodile” (who does not want to give his identity) assures not to be “there to stigmatize people and especially the poorest” and insists: “There are other ways of consuming and living together!” Tancred Girard agrees: we can “buy only if necessary, repair or reuse, promote second-hand” in dedicated circuits…

In front of the bright entrance to Galeries Lafayette, Marie Bois puts her Black Friday shopping into perspective: “It is not to consume, but to make purchases that I would do no matter what”, she explains. Freddy Bara, 29, shopkeeper in this department store notes that, “yes, of course, there is the question of overconsumption, but it creates jobs…”. Then he jokingly concludes: “Anyway, me, on Black Friday, I’m not going to do it, I’m going to suffer it”.

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