2024年黑色星期五消费者研究报告-BCG

PerspectiveacrossUS,Canada,Australia,Germany,France,Spain,UK,Poland,SwitzerlandConsultingConsultingreserved1Copyright©2023byBostonConsultingGroup.Allrightsreserved.Note:Theterm"global"asusedinthesubsequentanalysesreferstotheweightedaverageoftheparticipatingcountriesbasedonpopulationAustraliaGermanyCopyright©2023byBostonConsultingGroup.Allrightsreserved.Note:Theterm"global"asusedinthesubsequentanalysesreferstotheweightedaverageoftheparticipatingcountriesbasedonpopulationAustraliaGermany48.8%49.0%48.9%48.5%48.1%47.6%46.9%46.6%44.5% GenZ9.8%28.9%23.7%31.7%27.9%30.1%26.2%28.0%25.6%29.0%28.7%33.4%27.4%29.3%29.9%22.6%26.1%48.6%27.4%FemaleMaleOther2Source:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Becauseofrounding,notallcolumntotalsaddupto100%.2 categoriesConsultingConsultingreserved3ConsultingreservedConsultingreserved41SwitzerlandandAustraliawithequallylowshoppingintention4reserved.Copyright©reserved.Copyright©2023byBostonConsultingGroup.AllrightsSource:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.1Includesrespondentswhostronglyagreeorsomewhatagree.52Includesrespondentswhoplantobuybothgiftsandproductsforthemselves.520232023byBostonConsultingGroup.Allrightsreserved6Impactofcost-of-livingcrisisMacroeconomic(geopoliticAustraliaMicroeconomicCopyrighCopyright©2023byBostonConsultingGroup.Allrightsreserved.40%Iamconcernedabouttherecentpriceincreaseforessentials(e.g.,food,energy)IamworriedthatmanycompanieswillgobankruptandIwilllosemyjobIhavedifficultiesinaffordingmyhouseholdexpenses(e.g.,utilities,rent,food)Iamspendingmysavingsonday-to-dayexpenses40%MacroeconomicGeopolitical40%MacroeconomicGeopoliticalMicroeconomicconcernslargelystayedthesameexcSwitzerland,wheretheyIworrythattheconflictbetweenRussiaandUkrainewillcontinueforIamworriedthatwewillstrugglewithalong-termeconomicrecessioninourcountryIperceivethepoliticalsituationinourcountryasunstableSource:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland.andSwitzerland).7Note:Questiontext:"Ourworldiscurrentlyinastateofcrisisformultiplereasonssuchasinflation,cost-of-livingcrisis,andongoingwars.Wewanttounderstandhowyoufeelabouttheimpactoftheseeventsonyourlife.Howmuchdoyouagreewitheachofthefollowingstatements?"Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.7Impactofcost-of-livingcrisisImpactofcost-of-livingcrisisAlthoughpriceincrvs.2023Copyright©2023byBostonCopyright©2023byBostonConsultingGroup.Allrightsreserved.售75%XWar画InflationPoliticalinstabilityMorevs.2023Similarvs.2023(±1percentagepLessvs.2023Source:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).8Note:Questiontext:"Ourworldiscurrentlyinastateofcrisisformultiplereasonssuchasinflation,cost-of-livingcrisis,andongoingwars.Wewanttounderstandhowyoufeelabouttheimpactoftheseeventsonyourlife.Howmuchdoyouagreewitheachofthefollowingstatements?"Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.8Impactofcost-of-livingcrisiswebsites)gooutlesstosavemoneycutbackonnonessentialpurchasesCopyrCopyright2023Allrightsreserveddeals/promotions入Morevs.2023Similarvs.2023(±1percentagepoint)yLessvs.2023Source:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Questiontext:“Belowisalistofchangesthatconsumershavebeenmakinginthepast3monthstothewaytheybuy,shop,orsavetocopewiththeincreaseinpricesforgoodsandservices.Indicateifthisisachangeinbehaviorthatyouhavemadeyourself.Selectallthatapply."Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobal9values.9Acrosscountries,consNetchangeinexpectedspendinginthelastsixmonthsacrosscategoriesanddifferentcountries1NEWNEW–34%–27%–30%–32%–27%–30%–23%–24%–17%–34%–31%–29%–32%NEWNEW–34%–27%–30%–32%–27%–30%–23%–24%–17%–34%–31%–29%–32%–29%–30%–27%–26%–21%–26%–31%–34%–32%–36%–30%–26%–32%–29%–38%–39%–38%–36%–37%–35%–34%–28%–25%–32%–30%–32%–33%–32%–28%–29%–28%–22%–24%–23%–33%–31%–33%–33%–29%–29%–28%–25%–22%–25%–38%–37%–35%–35%–32%–34%–31%–28%–26%–30%–43%NEWNEW–27%Adults’clothes,shoes,andaccessoriesNEWNEW–27%NEWNEW–41%–35%–35%–30%–32%–37%NEWNEWJewelryandwatchesEntertainment2NEWNEW–41%–35%–35%–30%–32%–37%NEWNEWNEWNEWBeautyandperfumesNEWNEWNEWNEWConsumerandmobileNEWNEWelectronicsandappliances3NEWNEWAthleticequipmentNEWNEWNEWNEWandclothing,outerwearToysandgamesNEWNEWNEWNEW–21%–27%–27%Travel4NEWNEW–21%–27%–27%NEWNEW–25%–21%–35%NEWNEW–25%–21%–35%NEWNEW–17%–13%–23%–15%–14%–12%–24%Children’sclothes,shoes,andaccessoriesNEWNEW–17%–13%–23%–15%–14%–12%–24%–24% –11%l–27%–24% –15% –19% –19%–24% –8% –16%–10%Copyright©2023byBostonConsultingGroup.Allrightsreserved.–30%–24%–28%–31%–24%–28%–28%Copyright©2023byBostonConsultingGroup.Allrightsreserved.Impactofcost-of-livingcrisisTop3categorieswithbiggestnegativetrend入Lessnegativevs.2023Similarvs.2023(+/-1ppt)MorenImpactofcost-of-livingcrisisSource:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Questiontext"Howhasyourspendingpatternacrossvariouscategorieschanged,ifatall,inthelastsixmonths?"Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.1%netchangeinspendcalculatedasdifferencebetweenmuch/somewhatmorespendandmuch/somewhatlessspendinthelastsixmonths.2E.g.,concert/musical/theatretickets.3E.g.,TV,householdappliances,smartphone.4E.g.,hotel/apartmentstay,flight,cruiseship;Note:Questiontext"Howhasyourspendingpatternacrossvariouscategorieschanged,ifatall,inthelastsixmonths?”.10CopyrCopyright©2023byBostonConsultingGroup.AllrightsreservedMonday49%95%→82%4↓27%Percentageofconsumers个Strongincrease(≥4pptvs.2023)入Morevs.2023(2–4ppt)Similarvs.2023(±1ppt)LSource:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.ppt=percentagepoints.1Questiontext:"Howwelldoyoufeelyouknowthefollowingshoppingevents:BlackFriday/CyberMonday/Singles'Day?”Answers:"Knowverywell”;“Knowafairamount”;“knowjustalittlebit.”2Questiontext:"Which,ifany,ofthefollowingstatementsbestdescribeyouractionswithregardtotherespectiveshoppingeventlastyear(in2023)?"Answers:“Didshoponlineonlybutnotinstore”;“Shoppedbothonlineandinstore”;“Didshopinstoreonlybutnotonline.”3Questiontext:"WillyoubeshoppingthroughtherespectiveshoppingeventbeingheldinNovember2024?”Answers“Yes,probably”;“Yes,definitely.”4DrivenbynewlyaddedFrancehavingthelowestvalues.PenetrationofsaleseventsAcrosscountries,awarenessofSignificantsharesoflaCopyrightCopyright©2023byBostonConsultingreserved.toseekingbargainsyearAllrightsreserved.byBostonConsultingGroupCopyright©2023AwarenessofBlackFridayNEWNEW47%31%25%30%31%34%31%25%37%35%21%34%30%27%38%39%60%28%45%35%30%37%26%37%37%20%6% 9%Allrightsreserved.byBostonConsultingGroupCopyright©2023AwarenessofBlackFridayNEWNEW47%31%25%30%31%34%31%25%37%35%21%34%30%27%38%39%60%28%45%35%30%37%26%37%37%20%6% 9%2% 6% Morevs.2023(2–4ppt)Similarvs.2023(±1ppt)↓Source:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Questiontext"Howwelldoyoufeelyouknowthefollowingshoppingevents:BlackFriday?"ppt=percentagepoints.Becauseofrounding,notallcolumntotalsaddupto100%.PenetrationofsaleseventsAlthoughitisatahighlevelglobally,awarenessforBlackFridayremainsat2023levelsUS,Canadian,Spanish,andPolishconsumershavethemostknowledgeofBlackFridayacrossmarkets("knowverywell","knowfairamount")ThisawarenessmeansthatmanyconsumersexpectretailerstoparticipateinBlackFriday;retailerscanusethisexpectationtotheiradvantagetoconvertawareconsumers,buttheymustalsotakecaretoprotectmarginsPenetrationofsaleseventsAwarenessofCyberMondayhasdecreasedby5AwarenessofCyberMondaymarketsvs.2023,returningto2022values,drivenbydropsinCanada,Germany,andtheAwarenessofCyberMondayDecreasedrivenbynewlyaddedFrancehavingthelDecreasedrivenbynewlyaddedFrancehavingthel↓NEWNEWthereport(excludingFranceand↓NEWNEW82%34%28%20%8%49%Spain,awareness82%34%28%20%8%49%24%29%20%31%27%29%22%23%23%27%22%24%29%20%31%27%29%22%23%23%27%22%26%30%23%28%25%32%32%34%21%rightsreserved.49%31%34%22%AswithBlackFriday,consumersaremostawareofCyberMondayintheUS,followedbyCanada,Spainrightsreserved.49%31%34%22%9%8%7%6%9%8%7%6%Franceislagging:HalfofBostonConsultingGroupconsumersknowverylittletonothingabouttheevent,whichleavessignificantheadroomtopromotetheeventBostonConsultingGroup↓↓CopyrightSource:BCGBlackFridayConsumerStudy,October2024(unweighted,CopyrightSource:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Questiontext:"Howwelldoyoufeelyouknowthefollowingshoppingevents:CyberMonday?"ppt=percentagepoints.Becauseofrounding,notallcolumntotalsaddupto100%.PenetrationofsaleseventsAwarenessofSingles'DayEuropeanmarkets(PolandAwarenessofSingles'DayGermany)leadthewayinNEWNEWawarenessoftheevent,as38%to58%haveknowledgeand17%to31%havegoodknowledgeNEWNEW27%21%23%23%38%25%39%23%58%44%("knowvery27%21%23%23%38%25%39%23%58%44%6%63%4%59%6%63%4%59%28%7%21%6%21%9%22%4%7%61%7%6%7%7%6%7%44%24%37%22%35%22%20%rapidlyincreasingfornearly44%24%37%22%35%22%20%BostonConsultingBostonConsultingreserved69%65%59%Increasingly,retailersare69%65%59%strategicallyleveragingtheevent,mirroringthetrendseenwithpre–BlackFridaypromotionsSource:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Questiontext"Howwelldoyoufeelyouknowthefollowingshoppingevents:Singles'Day?"ppt=percentagepoints.Becauseofrounding,notallcolumntotalsaddupto100%.muststayclosetoconsumers'pulseastrendsmayevolve32%23%20%12%13%57%26%4%6%40%29%32%23%20%12%13%57%26%4%6%40%29%16%8%7%57%29%10%1%35%30%20%8%7%46%32%16%0%4%26%28%24%13%9%0%25%7%34%34%4%7%7%9%9%14%72%Source:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Questiontext:"Howwelldoyoufeelyouknowthefollowingshoppingevents:BlackFriday/CyberMonday/Singles'Day?"BOPIS=buyonline,pickupinstore.Becauseofrounding,notallrowtotalsaddupto100%.CopyrighCopyright2023byBostonConsultingGroup.AllrightsreservedPenetrationofsaleseventsamongMillennials,Copyright©2023byBostonreserved.ConsultingGroupAllrightsShoppingintentionsfor2024NovembersaleseventsNEWNEW39%35%8%6%75%78%83%65%67%72%82%68%77%65%43%34%33%35%40%37%29%36%46%36%31%33%33%34%32%40%42%40%Copyright©2023byBostonreserved.ConsultingGroupAllrightsShoppingintentionsfor2024NovembersaleseventsNEWNEW39%35%8%6%75%78%83%65%67%72%82%68%77%65%43%34%33%35%40%37%29%36%46%36%31%33%33%34%32%40%42%40%7%9%9%8%6%9%8%8%6%4%4%4%4%7%入Morevs.2023(2–4ppt)Similarvs.2023(±1ppt)Lessvs.2023(2–4ppt)↓Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrossUS,Canada,Australia,Germany,France,Spain,UK,PolandandSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Questiontext,askedofallrespondentswhoknewaboutBlackFriday/CyberMonday/Singles'Day(N=10,081):"WillyoubeshoppingthroughtheBlackFriday/CyberMonday/Singles'DayshoppingeventsbeingheldinlateNovemberin2024?"ppt=percentagepoints.Becauseofrounding,notallcolumntotalsaddupto100%.Attitudetowardssaleseventsdrivingcampaigns—forexaSimilarlyto2023,AustraliaandSwitzerlandwithamongthelargestincreTheshareofundecideddiscountasinflationarypressureCopyrCopyright©2023BostonPlannedspendingfoAverageplannedspendingfor2024Novembersalesevents475460Globalweightedaverage475460GlobalweightedaverageSource:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Questiontext,askedofrespondentswhowilldefinitelyorprobablyshoponBlackFriday,CyberMonday,orSinglesDay(unweighted,N=7,384):"HowmuchareyouplanningtospendthrougheitherBlackFriday/CyberMonday/Singles'Dayshoppingeventsthisyear?"1ExchangeratebasedonOECDQ32024.2Calculatedinlocalcurrency.ExpectedExpectedspendingBostonConsuBostonConsultingGroupAllrightsCopyrCopyright2023byConsultingreserved.20PrimarypurchasereasonduringBlackFriday/CyberMonday/Singles'DayNEWNEW入入66%70%58%61%60%60%59%64%66%52%26%9%22%28%27%26%9%22%28%27%27%29%27%25%29%27%26%40%26%21%22%Christmas/holidaygiftsf个Strongincrease(>5pptvs.2023)入Morevs.2023Similarvs.2023(±1ppt)LeSource:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Questiontext,askedofrespondentswhowilldefinitelyorprobablyshoponBlackFriday,CyberMonday,orSingles'Day(unweighted,N=7,384):"AreyouplanningtoshopduringBlackFriday/CyberMonday/Singles'DayshoppingeventsprimarilyforChristmasgifts,personalitems,orboth?"and"ThinkingspecificallyaboutanyChristmasshoppingyoumaydothisyear,towhatextentdoyouexpecttouseBlackFriday/CyberMonday/Singles'Daytodothisshoppingcomparedtopreviousyears?"ppt=percentagepoints.Becauseofrounding,notallcolumntotalsaddupto100%.CategorypreferencesCopyright©2023BostonrightsreservedCopyright©2023BostonrightsreservedonChristmas/holida212222Averagebudgetperpricecategoryandcountryfor2024Novembersalesevents↓51%↓51%45%55%入NEW60%57%9%59%62%62%57%9%24%23%24%25%27%23%24%20%27%26%Low-priceproductsb个Strongincrease(>5pptvs.2023)入Morevs.2023Similarvs.2023(±1ppt)Lessvs.2Source:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Questiontext,askedofrespondentswhowilldefinitelyorprobablyshoponBlackFriday,CyberMonday,orSingles'Day,excludingthosewho"don’tknowyet"(unweighted,N=6,184):"Allocate100pointsacrossthebelowoptionstoreflectthebudgetyouareplanningtospendpercategoryduringBlackFriday/CyberMonday/Singles'Dayshoppingeventsthisyear.”ppt=percentagepoints.Becauseofrounding,notallcolumntotalsaddupto100%.CategorypreferencesAcrossmostcountries,consumerstendtobuylow-costorcost-effectivevalueproductsduringNovembersaleseventstocovertheirbasicneedsintimesofinflationandcrisis(atrendseeninpreviousyears)©2023byConsultingGroup.Allrightsreserved.Anexceptionis©2023byConsultingGroup.Allrightsreserved.orhigh-priceitemstoleveragediscounts,inlinewithPoland'scontinuedboomingluxurymarketanditsspendingtrendslastyear22CategorypreferencesCategorypreferencesThemostfavoredcategoryduringshoppingevents,adults'clothing,isdeclBuyingintentionsfor2024shoppingeventsCopyright©2023byCopyright©2023byBostonConsultingGroup.Allrightsreserved.Adults'clothes,shoes,andaccessoToysandgamesouterwearTravel52%52%40%40%29%29%27%27%30%30%25%25%52%52%43%43%34%34%26%26%28%28%28%28%53%53%43%43%23%23%22%22%24%24%21%21%20%20%51%51%36%36%28%28%24%24%33%33%49%49%36%36%23%23%29%29%32%32%20%20%52%52%34%34%26%26%30%30%31%31%NEWNEWNEWNEWNEWNEWNEWNEWNEWNEWNEW57%NEW44%NEWNEW31%NEW31%NEW32%NEWNEWNEW9%57%NEW44%NEWNEW31%NEW31%NEW32%NEWNEWNEW9%47%47%39%39%28%28%23%23%35%35%22%22%22%22%NEWNEWNEW20%NEWNEWNEW54%54%39%39%22%22%35%35%44%44%26%26%49%49%40%40%23%23%33%33%35%35%21%21%20%20%20%20%Morevs.2023Lessvs.2023Source:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Questiontext,askedofrespondentswhowilldefinitelyorprobablyshoponBlack23Friday,CyberMonday,orSingles'Day(unweighted,N=7,384):"Whichofthefollowingtypesofproducts,ifany,areyouplanningtopurchaseduringBlackFriday/CyberMonday/Singles'Dayshoppingeventsthisyear?"ppt=percentagepoints.23CopyrCopyright©2023byBostonConsultingGroup.Allrightsreserved.242525 ofconsumersthinkthatvariousSource:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Price/dealexpectationswell-communicateddiscountsNavigatingyear-rounddiscountsaturationdesiretowinbudgetareofferingsubstantialdiscountsyear-roundbyBostonConsultingGroupAllrights.byBostonConsultingGroupAllrights.Balancingdiscountswithmarginprotection25Price/dealexpectationsPreferredtypeofdeal(amongconsumerswhoiCopyright©2023byCopyright©2023byBostonConsultingGroup.Allrightsreserved.59%59%60%60%64%64%59%59%55%55%60%60%57%57%59%59%60%60%54%54%53%53%57%57%50%50%49%49%52%52%47%47%56%56%47%47%47%47%45%45%46%46%51%51%39%39%51%51%34%34%36%36%46%46%49%49%36%36%32%32%Dealsthatincludebundleoffers40%40%42%42%36%36%43%43%39%39%31%31%35%35%42%42%41%41%34%34%35%35%38%38%37%37%34%34%25%25%33%33%32%32%40%40%27%27%27%27%30%30%33%33%28%28%32%32%27%27%26%26%25%25%28%28%23%23%28%28%29%29%32%32%29%29%36%36%23%23%22%22%29%29%29%29%24%24%22%22%Dealwithextendedwarr22%22%21%21%27%27%22%22%22%22%27%27%27%27%22%22%27%27%21%21%21%21%22%22%23%23%24%24%22%22%20%20%112%2%6%6%7%7%7%7%%%9%9%8%8%68%68%%%18%18%Source:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Questiontext,askedofrespondentswhowilldefinitelyorprobablyshoponBlackFriday,CyberMondayand/orSingles'Day(N=7,384):"WhattypeofdealsdoyoulikethemostduringBlackFriday/CyberMonday/Singles'Day?"262727discount,withonlyslightnuancesacrosscategoriesAverageminimumexpecteddiscountper33%33%31%31%个Strongincrease(≥4pptvs.2023)Morevs.2023(Source:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Questiontext,askedofrespondentswhowilldefinitelyorprobablyshoponBlackFriday,CyberMonday,orSingles'Day(unweighted,N=7,384):"WhatistheminimumdiscountthatyouwouldexpectfromagooddealforBlackFriday/CyberMonday/Singles'Daydealforeachofthefollowingproductcategories?”Theonlyrowsshownarethosethathavebeenchosenasrelevantcategories.ppt=percentagepoints.Price/dealexpectationsclaim...CopyrightCopyrightBostonGrouprightsreserved27CopyrCopyright©2023byBostonConsultingGroup.Allrightsreserved.28Startofsearchingfordealsbeforeshoppingevents28%33%26%8%(amongconsumerswhointendtoshopin2024)Morevs.2023户Similarvs.2023(±1ppt)yLessvs.202328%33%26%8%WellinadvanceinOctoberAtthebeginningofOnlyafewdaysOnthedayofAlwaysdirectlywhenneeded6%6%4%4%7%7%6%6%6%6%22%22%29%29%28%28%8%8%Source:BCGBlackFridayConsumerStudy,October2024(unweighted,N=10,153acrosstheUS,Canada,Australia,Germany,France,Spain,theUK,Poland,andSwitzerland).Note:Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues.Questiontext:"YoumentionedthatyouareplanningtoshopforBlackFriday/CyberMonday/SinglesDay.Whendoyoutypicallystartlookingfordealsanddiscountsaroundtheseshoppingevents?";Askedtorespondentswhoaredefinitely/probablyshoppingonBlackFridayand/orCyberMondayand/orSinglesDay(unweightedN=7,384).ppt=percentagepoints.Becauseofrounding,notallcolumntotalsaddupto100%.CustomerJourneyShoppingjourneysandchanneldynamicsCustomerJourneypurchasingbehavior)thebuyingdecision,e.gCopyright©2023BostonCopyright©2023Bostonrightsreservedencourageearlypurch29PurchasePurchaseAmazonOtheronlinemarketOfficialAmazonOtheronlinemarketOfficialbrandwebsitesMultibrandwebsitesBrandwebsitesMultibrandwebsitesTikTokchannel1Second-handplatformsTVcommercialsOnlineonly46%46%MarketplacesMarketplaces21%23%21%23%20%20%21%21%21%21%21%21%21%21%20%20%-20%-20%23%23%27%27%26%26%Brochures/flyersStorewindowsOfflineOfflineonlySource:BCGBlackFridayConsumerStudy,October2024(unweighted,N=