全球黑色星期五市场前景及投资研究报告-培训课件外文版2024.5

POLITICS

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SOCIETYBlackFridayworldwideCHAPTER

01BlackFridayoverviewShareofconsumersmorelikelytotakeadvantageofBlackFriday/CyberMondaysalesduringtheholidayseasonworldwidein2022,bycountryShoppersmorelikelytotakepartinBlackFridaysalesduringholidayseason2022Shareofrespondents0%10%20%30%40%50%60%SpainIreland56%52%UnitedStatesPortugalNewZealandAustraliaFrance48%47%46%46%45%44%43%43%42%41%ItalyUKGlobalGermanyFinlandBelgium39%3Description:Accordingtoasurveyconductedin17countriesin2022,43percentofglobalconsumersonaveragewerethinkingabouttakingadvantageofBlackFridayandCyberMondaysaleswhenshoppingfortheholidayseason.ConsumersinEuropeancountries,suchas,Sweden,Norway,andtheNetherlands,weresomeoftheleastlikelytoparticipateinBlackFridaysalesduringtheholidayseason.ReadmoreNote(s):Worldwide;OctobertoNovember2022;17,390respondents;18to76yearsSource(s):Klarna;NepaConsumerswhobelievetheywilldomostoftheirBlackFriday&CyberMondayshoppingofflineworldwidein2022,bycountryIn-storeshoppingintentioninselectedcountriesworldwideonBlackFriday202240%35%30%25%20%15%10%5%38%35%34%34%33%30%29%29%28%27%27%26%25%25%24%23%20%0%4Description:Accordingtoasurveyconductedin17countriesin2022,consumersinAustriawerethemostadamantin-storeshoppersforBlackFriday.Specifically,justunder40percentofAustrianshoppersbelievedtheywouldbeshoppinginstoresmorethanonlineduringthelargestholidaysaleseventoftheyear.Incontrast,ItalianandSwedishholidayshoppersweremuchlesslikelytomakethebulkoftheirBlackFridaypurchasesoffline.ReadmoreNote(s):Worldwide;OctobertoNovember2022;17,390respondents;18to76yearsSource(s):Klarna;NepaShareofconsumersexpectedtomakecutstotheirholidayseasonspendingfornon-foodpurchasesworldwidein2022and2023,bycountryConsumersexpectingtoreducenon-foodholidayseasonspendingworldwide2023202279%202378%80%70%60%50%40%30%20%10%0%74%73%73%73%72%70%66%62%62%59%57%54%54%47%USCanadaAustraliaUKGermanyFranceSpainItaly5Description:In2023,anincreasednumberofconsumerssaidtheyexpectedtomakecutstotheirnon-foodproductpurchasesduringtheholidayseason,whichincludessaleseventslikeBlackFridayaswell.IntheU.S.,thissharewasat73percent,whileinthepreviousyeararound60percentofthosesurveyedsaidtheywouldreducetheirspendingforsuchexpenses.IntheUK,ashighas79percentofconsumersexpectedtospendlessordelaytheirnon-foodrelatedpurchasesthisholidayseason.

ReadmoreNote(s):Worldwide;August2022;morethan8,000Source(s):PacklinkPRO;RetailEconomicsShareofconsumerswhosaidtheywouldshopduringNovembersaleseventsworldwidein2023,bycountryConsumersplanningtoshoptheNovembersaleseventsworldwide2023DefinitelyProbablyProbablynotDefinitelynotDon`tknow120%100%80%60%40%20%0%5%10%5%8%6%9%9%9%9%11%13%6%5%9%13%12%11%13%18%18%19%34%39%39%34%35%37%32%37%43%US39%38%28%27%UK20%PolandCanadaGermanyAustraliaSwitzerland6Description:IntheUnitedStates,acombinedshareof78percentofconsumersintendedtoeitherdefinitelyorprobablyshopduringNovembershoppingeventssuchasSinglesDay,BlackFriday,andCyberMondayin2023.ThissharewasalsostronginCanada,aswellasPolandandGermany.ReadmoreNote(s):Worldwide;October2023;7,022respondents;allrespondentswhoknowaboutBlackFriday/CyberMondaySource(s):BCGCHAPTER

02NorthAmericaConsumerswhoplantoshoponBlackFridayandCyberMondayintheUnitedStatesasofOctober2023ShareofU.S.consumersplanningtoshopThanksgivingsales202380%67.8%70%60%50%40%30%20%10%0%66.3%35.8%27.1%18.4%OnlineBlackFridayIn-personBlackFridaySmallBusinessSaturdayCyberMondayNoneoftheabove8Description:AccordingtoasurveycarriedoutintheUnitedStatesinOctober2023,nearly68percentofshoppersstatedthattheyplannedtoparticipateinBlackFridaybyshoppingonline.Incontrast,underathirdofU.S.consumersplannedtoshopin-storeonthisday.ReadmoreNote(s):UnitedStates;October2023;1,000+*;18yearsandolderSource(s):DriveResearchConsumerswhoplantoshoponBlackFridayandCyberMondayintheUnitedStatesasofSeptember2023,byincomeShareofU.S.consumersplanningtoshopThanksgivingsales2023,byincomeLessthan$75,000$75,000ormore80%70%60%50%40%30%20%10%0%OnlineBlackFridayCyberMondayNoneoftheaboveIn-personBlackFridaySmallBusinessSaturday9Description:AccordingtoasurveycarriedoutinOctober2023intheUnitedStates,almostthree-quartersofhigherincomeearnerswithanannualincomeexceeding75thousandU.S.dollarsplannedtoshoponlineonBlackFriday.ApproximatelythesameproportionofhigherearnersalsoplannedtomakepurchasesonCyberMonday.ReadmoreNote(s):UnitedStates;October2023;1,000+*;18yearsandolderSource(s):DriveResearchConsumersplanningtoshopduringThanksgivingweekintheUnitedStatesfrom2020to2023,byshoppingeventdayU.S.consumers:participationbyshoppingeventduringThanksgivingweek2020-2023202020212022202335%30%25%20%15%10%5%31%31%30%29%29%27%25%24%16%16%14%14%12%9%8%8%0%ThanksgivingDayBlackFridaySmallBusinessSaturdayCyberMonday10Description:AsofSeptember2023,approximately31percentofsurveyedrespondentsintheUnitedStatesplannedtodotheirholidayshoppingonBlackFridayaswellasCyberMonday,ane-commercetermthatreferstotheMondayaftertheThanksgivingweekend.Thesetwooccasions,alsoknowntoAmericanconsumersasapopularretaileventbyitsjoinedacronymBFCM,fallon24and27Novemberrespectivelyin2023.

ReadmoreNote(s):UnitedStates;August30toSeptember8,2023;4,318respondentsSource(s):DeloittePlannedpromotionalactivitiesamongU.S.retailersduringBlackFridayandCyberMondayin2022Retailers'promotionalactivityplansduringBlackFridayintheU.S.2022ShareofrespondentsYesNoIamunaware0%20%40%60%80%100%1%120%BlackFridaypromotions85%14%CyberMondaymarketingcampaigns82%18%11Description:AccordingtotheresultsofastudyconductedwithretailexecutivesintheUnitedStates,85percentofretailerswereplanningtoofferBlackFridaypromotionsin2022.Additionally,81percentofretailersplannedmarketingcampaignstargetedatCyberMonday/CyberWeeksales.ReadmoreNote(s):UnitedStates;August5-12,2022;100respondents;RetailexecutivesSource(s):KPMGUSShareofconsumerswhoregrettheirpastBlackFridaypurchasesintheUnitedStatesin2023,bygenerationU.S.consumerswhoregretpastBlackFridaypurchases2023,bygenerationYesNo70%60%50%40%30%20%10%0%60%60%56%54%53%47%46%44%40%40%GenZGenYGenXBabyboomersSilentgeneration12Description:AsurveyprobingBlackFridayshoppingintentionsandopinionsofU.S.consumersfoundthatGenZwasthegenerationthatregrettedtheirpastBlackFridaypurchasesthemost,with60percentofrespondents.Generally,respondentsacrossallagegroupswerefoundtoregrethavingmadepurchasesduringBlackFridaysales,withtheexceptionofbabyboomers.ReadmoreNote(s):UnitedStates;October11toOctober30,2023;2,033respondents;18yearsandolderSource(s):ShareofconsumerswhothinkBlackFridaysalesaregoodvalueintheUnitedStatesin2023U.S.consumerswhothinkBlackFridaysalesoffergoodvalue202340%34%35%30%25%20%15%10%5%28%24%14%0%Yes,butit`snotalwaysworththehassleofshoppingonthedayYesNo,Ithinkretailersinflatepricesand

No,theproductsI`minterestedaren`tthendiscountthem

discountedmuchoratall13Description:IntheUnitedStates,onlyaroundthreein10peoplefoundBlackFridaysalestobegoodvalue.Anadditional34percentofconsumerssaidwhiletheyofferedgoodvalue,itwasnotalwaysworththehassleofshoppingonthatday.The2023surveyalsorevealedthatsomeconsumers(24percentofrespondents)believedretailersinflatedthepricesontherun-uptoBlackFridayanddiscountedthemonthedayoftheevent.

ReadmoreNote(s):UnitedStates;October11toOctober30,2023;2,033respondents;18yearsandolderSource(s):ShareofconsumersplanningtoshoponBlackFriday,CyberMonday,andBoxingDayinCanadafrom2020to2023ConsumershoppingplansfordealsBlackFridayandCyberMondayCanada2020-2023202034%20212022202350%45%40%35%30%25%20%15%10%5%43%41%40%37%35%34%32%32%28%21%18%0%BlackFridayCyberMonday/WeekBoxingDay14Description:In2023,fourin10consumersinCanadawereplanningtotakeadvantageofdealsonBlackFriday.Aroundone-thirdoftheCanadianrespondentsstatedtheywereplanningtoshopfordealsonBoxingDay.

ReadmoreNote(s):Canada;August14to23,2023;2,500respondents;18yearsandolderSource(s):Leger;RetailCouncilofCanadaDoconsumersintheUnitedStatesplanongoingintostoresforBlackFridaysalesin2023?IntentionofU.S.consumerstoshopin-storeforBlackFridaysales202350%45%40%35%30%25%20%15%10%5%43%35%18%3%1%0%IamdefinitelygoingImaygoUndecided/neutralIprobablywon'tgoIdefinitelywillnotgo15Description:Roughlyfouroutof10U.S.consumerssurveyedinarecentstudysaidtheywoulddefinitelyshopin-storefortheBlackFridaysalesin2023.Thismadeitthemostpopularresponse,andmorethandoublethenumberwhogavethesameanswerin2020.JustaboutonepercentofrespondentssaidthattheywilldefinitelynotdotheirBlackFridaysalesshoppinginstore.ReadmoreNote(s):UnitedStates;September8to21,2023;356*;ConsumersacrosstheU.S.thatengageinholidaygiftshopping;*BasedonrespondentswhoplantoattendBlackFridaysalein-personorbothonlineandin-person.Thesourceasked[...]

ReadmoreSource(s):KPMGUSNumberofpeoplewhoplantoshoponThanksgivingweekendintheUnitedStatesin2023,byday(inmillions)U.S.consumersplanningtoshoponThanksgivingweekendbyday2023140130.712010080604020071.165.635.132.5Thursday(Thanksgiving)BlackFridaySaturdayDaySundayCyberMonday16/statistics/243501/amount-of-people-who-shopped-black-friday-weekend-in-the-us-by-dayIn2023,approximately131millionpeopleintheUnitedStatesplannedtoshoponBlackFriday.Accordingtothesource,182millionU.S.consumerswillpotentiallyshopduringtheThanksgivingweekend,whichmarksthestartoftheholidayseason.ReadmoreNote(s):UnitedStates;November1toNovember6,2023;8,424respondentsSource(s):NationalRetailFederation;ProsperInsights&AnalyticsForecastonlineretailsalesduringCyberFiveintheUnitedStatesin2022(inbillionU.S.dollars)ForecastCyberFiveonlineretailsalesintheU.S.2022141210811.849.8164205.55.145.02ThanksgivingBlackFridaySmallBusinessSaturdaySundayCyberMonday17Description:Duringthe2022holidayseason,CyberMondayissettoonceagainbethetoponlineshoppingdayintheUnitedStates,withprojectedsalesofnearly12U.S.billiondollars.Meanwhile,BlackFridaywouldranksecond,withasalesforecastof9.8billiondollars.Overall,thefive-dayperiodovertheThanksgivingWeekend,alsoknownasCyberFive,isprojectedtogeneratearound37billionU.S.dollarsindigitalsales.

ReadmoreNote(s):UnitedStates;September2022Source(s):eMarketerCHAPTER

03UnitedKingdomKnowledgeofBlackFridayamongconsumersintheUnitedKingdomin2023BlackFridayknowledgeintheUKin202340%37%35%35%30%25%20%15%10%5%22%5%0%0%KnowverywellKnowafairamountKnowjustalittleHeardofbutknowalmostnothingaboutNeverheardofit19Description:TherewasastrongawarenessofBlackFridayintheUnitedKingdomin2023,withnoconsumerssayingthattheydidnotknowthesaleseventatall.Incontrast,overonethirdofconsumerssaidthattheyknewtheeventverywell.

ReadmoreNote(s):UnitedKingdom;October2023;1,011respondents;WeightedaccordingtopopulationSource(s):BCGMostimportantcriteriaforconsumerswhendecidingwheretoshopduringNovembersaleseventsintheUnitedKingdomin2023Consumers'keypurchaselocationcriteriaoverBlackFridayweekendintheUKin2023Shareofconsumers0%10%20%30%40%50%50%50%48%60%BestvalueformoneyLowestpriceBestdealsFreeshippingoptions41%Strongestdiscounts36%Bestqualityandreviews30%29%28%VeryeasytoreturnitemsAlwayshasallproductsIwantinstock(e.g.,size)Iliketocomparedifferentoptions/brandsThewidestassortment23%20%19%UniqueproductsIcannotgetelsewhereSustainabilityandethicalconsiderations14%20Description:PriceanddiscountsfeaturedheavilyamongthekeycriteriaforconsumersplanningtoshopduringBlackFriday,CyberMonday,orSingle'sDay2023.Halfofrespondentssaidthatbestvalueformoneyandlowpriceswerethemostimportantcriteriathatinfluencedtheirdecisiononwheretheyplannedtoshop.Freeshippingwasalsoasignificantdrawforsalesshoppers.ReadmoreNote(s):UnitedKingdom;October2023;1,011respondents;ConsumerswhoaredefinitelyorprobablyshoppingduringtheeventsSource(s):BCGAverageplannedspendforBlackFriday/CyberMondaysalesintheUnitedKingdom(UK)2023,byregion(inGBP)AverageplannedspendforBlackFridaysalesintheUK2023,byregion200181.3318016014012010080149.74145.99143.58137.28117.22103.4198.1393.0184.5671.9660.056040200GreaterLondonWalesWestMidlandsNorthern

NorthEastIrelandScotland

NorthWest

Yorkshire

SouthEastEastMidlandsEastAnglia

SouthWestandTheHumber21Description:ThisstatisticshowstheresultsofsurveyinwhichrespondentsintheUnitedKingdom(UK)wereaskedhowmuchtheyplantospendontheBlackFriday/CyberMondaysalesin2023,brokendownbygeographicalregion.ThosefromGreaterLondonplannedtospendthemost,averagingover181Britishpounds,followedbyWalesandtheWestMidlands.Incontrast,thosesurveyedfromtheSouthWestwerelikelytospendtheleast,averagingjustover60pounds.

ReadmoreNote(s):UnitedKingdom;October2023;2,000respondents;18yearsandolderSource(s):AverageplannedspendforBlackFriday/CyberMondaysalesinGreatBritain2023,bygender(inGBP)AverageplannedspendforBlackFridaysalesinGreatBritain2023,bygender14012912010080604020098MenWomen22Description:ThisstatisticshowstheresultsofsurveyinwhichrespondentsinGreatBritainwereaskedhowmuchtheyplantospendontheBlackFriday/CyberMondaysalesin2023,brokendownbygender.MenexpecttospendmoreonBlackFriday2023thanwomen,averagingatjustunder130Britishpounds.ReadmoreNote(s):UnitedKingdom(GreatBritain);September29toOctober2,2023;2,000respondents;18yearsandolder;BritishadultsSource(s):AverageplannedspendforBlackFriday/CyberMondaysalesinGreatBritain2023,bygeneration(inGBP)AverageplannedspendforBlackFridaysalesinGreatBritain2023,bygeneration2001761801601401201008015513160604027200GenerationZMillennialsGenerationXBoomersSilentgeneration23Description:ThisstatisticshowstheresultsofasurveyinwhichrespondentsinGreatBritainwereaskedhowmuchtheyplantospendontheBlackFriday/CyberMondaysalesin2023.GenerationZwerelikelytobethebiggestspendersonBlackFriday2023,withaplannedspendof176poundsonaverage.Thisplannedspenddecreasedwitheachgeneration.ReadmoreNote(s):UnitedKingdom(GreatBritain);September29toOctober2,2023;2,000respondents;BritishadultsSource(s):LeadingitemsconsumerswillshopforovertheBlackFriday/CyberweekendintheUnitedKingdom(UK)in2023LeadingitemsshoppersplantobuyoverBlackFridayweekendintheUK2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%44%50%ElectricalsClothing&footwearToys46.1%35%Health&beautyGames,films&musicAlcohol,wines&spiritsJewelry&watchesConfectionery&chocolatesBooks30.2%20.8%18%18%17%17%Bedding&towelsOther12.5%7.5%24Description:Forthebiggestsalesperiodoftheyear,i.e.,BlackFridayWeekend,anestimated46percentofconsumersintheUnitedKingdom(UK)plannedtoshopforelectricals.DuringBlackFridaytoCyberMonday,clothingandfootwearwasalsooneofthemostpopularcategories,withoveronlyslightlyfewerconsumersplanningtopurchasetheseitems.ReadmoreNote(s):UnitedKingdom;2023Source(s):GlobalData;VoucherCodes.co.ukExpectedpercentagechangeinretailfootfallonBlackFridayintheUnitedKingdom(UK)in2022,byshoppinglocationBlackFridayretailfootfallintheUnitedKingdom(UK)2022,byshoppinglocation18%16.3%15.9%16%14%12%10%8%13.2%8.5%6%4%2%0%AllretaildestinationsHighstreetShoppingcenterRetailparks25Description:Thisstatisticpresentsthepredictedpercentagechangeinshoppernumbers('footfall')onayear-on-yearbasisintheUnitedKingdomonBlackFriday2022(November25),splitbyhighstreet,shoppingcentreandoutoftownretaillocations.BlackFridayoriginatesintheUnitedStates,astheshoppingdayafterThanksgiving,whenretailersofferlargediscounts,markingthestarttotheChristmasshoppingperiod.IntheUK,footfallonBlackFridayisexpectedtoincreaseallretaillocations,[...]ReadmoreNote(s):UnitedKingdom;November2022Source(s):SpringboardValueofspendingoverBlackFridayweekendintheUnitedKingdom(UK)from2016to2022,withaforecastfor2023(inbillionGBP)BlackFriday:expectedspendingintheUnitedKingdom(UK)2016-2023OnlineOffline8.57Total1098765432108.718.748.648.297.957.787.285.424.84.84.774.814.814.654.493.93.933.773.483.223.133.182.792016201720182019202020212022202326Description:ThisstatisticshowsthevalueofspendingoverthecourseoftheBlackFridayweekend(fromFridaytoCyberMonday)intheUnitedKingdom(UK)from2016to2022,withaforecastfor2023,brokendownbyonlineandofflinespending.Consumersareexpectedtospendatotalof8.74billionBritishpoundsoverthecourseoftheBlackFridayweekendin2023,3.9billionofwhichwillbespentinstores.ReadmoreNote(s):UnitedKingdom;2016to2023Source(s):CentreforRetailResearch;GlobalData;VoucherCodes.co.ukCHAPTER

04EuropeLeadingproductsshopperslookforduringBlackFridayinEuropein2023LeadingproductsconsumerslookforduringBlackFridayinEurope202370%66%60%50%40%30%20%10%0%54%35%33%32%26%16%ElectronicsClothingandaccessoriesHomeappliancesand

Beautyandpersonaldecor

careToysandgamesSportsandfitness

Foodandbeveragesequipment28Description:EuropeanshopperssaidtheyprimarilylookedforelectronicsproductsduringtheBlackFridaysalesevents.Accordingtotheresultsofa2023survey,followingelectronics,clothingandaccessories,aswellashomeappliancesanddecor,werethemostpopularthreecategoriesEuropeanconsumerswereinterestedin.ReadmoreNote(s):Europe;2023;5,000respondents;PrimaryorsecondaryhouseholdshoppersSource(s):KlaviyoShareofconsumerswhoplantoshoplessduringBlackFridayinselectedEuropeancountriesin2023BlackFriday:consumerswhowillshoplessinEurope202335%31%30%25%20%15%10%5%19%18%0%FranceItalySpain29Description:In2023,over30percentofFrenchconsumerstakingpartinasurveystatedthattheyplannedtospendlessthanthepreviousyearsfortheirBlackFridayshopping.Slightlylessthan20percentofrespondentsinItalyandSpainsaidthesame.

ReadmoreNote(s):France,Italy,Spain