波士顿咨询：2024年黑色星期五法国消费者调查报告

FranceperspectiveMessagesclésDansuncontextedeforteinflAutriche,Etats-Unis,Espagne,France,Italie,RoyaumeParmilesenseignementsclésdurapport:Copyright©2023byBostonConsultingGroup.Allrightsreserved.Copyright©2023byBostonConsultingGroup.Allrightsreserved.•PrioritéauxachatsessentielsetauxcadeauxdeNoël-Prèsde60%desconsnovembrepourpréparbonnesaffairesdèslemoisd’octobre.Ilsrecherchentégalementdesréductionsimportantes,avecunminimumde36%pourqu•L’IAgénérativeentredansladanse:tendanceestparticulièrementfortechezlesjeunesavec22%delaGénérationZayantdéjàa19countriesacrossEBostonBostonreservedConsumersentimentaround2Copyright©2023byBostonConsultingGroup.Allrightsreserved.26.2%30.4%31.3%Pleasenote:Whenwesay"global"inthesubsequentanalyses,werefertotheweightedaverageoftheparticipatingcountriesbasedonpopulationCopyright©2023byBostonConsultingGroup.Allrightsreserved.26.2%30.4%31.3%Pleasenote:Whenwesay"global"inthesubsequentanalyses,werefertotheweightedaverageoftheparticipatingcountriesbasedonpopulation0 23.7%31.7%28.7%31.5%27.9%30.1%29.0%36.4%28.0%30.6%39.3%25.6%27.4%30.4%32.7%30.4%30.3%27.4%26.1%22.6%29.3%29.9%33.4%9.8%28.9%31.1%30.3%3Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrossUS,Canada,Australia,Germany,France,Spain,UK,PolandandSwitzerland);Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues3FemaleMaleOtherBlackFridayconsumerstudy2024:Keyinsightsevents BostonBostonreservedGenAItofinddeals420232023byBostonConsultingGroup.Allrightsreserved5Impactofcost-of-livingcrisisCopyright©2023byBostonConsultingGroup.Allrightsreserved.Copyright©2023byBostonConsultingGroup.Allrightsreserved.Priceincreasesareamajorconcernforconsumers…Cost-of-livingcrisisimpactedspendingpatternsCost-of-livingcrisisimpactedspendingpatternsvs.47%globallyvs.46%globallyvs.46%globallyvs.81%globallyvs.71%globally…andpressurepersonalfinancesvs.47%globallyvs.43%globally6Note:Questiontext"Ourworldiscurrentlyinastateofcrisisformultiplereasonssuchasinflation,costoflivingcrisis,andongoingwars.Wewanttounderstandhowyoufeelabouttheimpactoftheseeventsonyourlife.Howmuchdoyouagreewitheachofthefollowingstatements?";and"Howhasyourspendingpatternacrossvariouscategorieschanged,ifatall,inthelastsixmonths?";Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=1,308inFrance);Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues6Impactofcost-of-livingcrisisNetchangeinexp.spendinthelastsixmonths1acrosscategoriesanddifferentcountriesCopyright©2023byBostonConsultingGroup.Allrightsreserved.-43%-27%-41%-35%-35%-30%-32%-37%-27%-38%-37%-35%-35%-32%-34%-31%-28%-26%-30%NEW-34%NEW-31%NEW-29%NEW-32%NEW-29%NEW-30%NEW-27%NEW-26%NEW-21%NEW-26%NEW-13%-34%-27%Copyright©2023byBostonConsultingGroup.Allrightsreserved.-43%-27%-41%-35%-35%-30%-32%-37%-27%-38%-37%-35%-35%-32%-34%-31%-28%-26%-30%NEW-34%NEW-31%NEW-29%NEW-32%NEW-29%NEW-30%NEW-27%NEW-26%NEW-21%NEW-26%NEW-13%-34%-27%-30%-32%-27%-30%-23%-24%-17%-30%-24%-28%-31%-24%-28%-28%-24%-33%-31%-33%-33%-29%-29%-28%-25%-22%-25%FurnitureandhomedécorAdult’sclothes&acces.Jewelry&watchesEntertainment2Beauty&perfumesConsumer&mobileelectr.3AthleticequipmentToys&gamesTravel4Homeimprovement/DIYChildren’sclothes&acces.-30%-32%-33%-32%-24%-31%-34%-32%-36%-30%-26%-32%-29%-11%-27%-24%-15%-19%-19%-28%-29%-28%-22%-24%-23%-24%-21%-27%-15%-22%-17%-35%-25%-21%-16%-10%-15%-12%-14%-17%-23%-38%-39%-38%-36%-37%-35%-34%-28%-25%-32%-24%NEWNEWNEWNEWNEWNEWNEWNEWNEWNEWNEW.1.%netchangeinspendcalculatedasdifferencebetweenmuch/somewhatmorespendandmuch/somewhatlessspendinthelastsixmonths;2.e.g.,concert/musical/theatretickets;3e.g.,TV,householdappliances,smartphone;4.e.g.,hotel/apartmentstay,flight,cruiseship;Note:Questiontext"Howhasyourspendingpatternacrossvariouscategorieschanged,ifatall,inthelastsixmonths?";Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrossUS,Canada,Australia,Germany,France,Spain,UK,Polandand.7Switzerland);Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues7Top3categorieswithbiggestnegativeImpactofcost-of-livingcrisis35%42%32%44%26%27%21%43%35%35%42%32%44%26%27%21%43%35%25%25%30%42%35%39%39%43%43%23%47%35%25%24%23%48%35%32%48%35%32%NEWNEW31%35%34%NEWNEW27%32%20%25%29%34%NEWNEW30%30%NEWNEW26%Choosingaccessible/m35%34%NEWNEW27%32%20%25%29%34%NEWNEW30%30%NEWNEW26%15%NEWNEW42%56%53%32%51%38%41%22%15%NEWNEW42%56%53%32%51%38%41%22%6%46%35%22%24%54%46%31%4%51%52%29%20%4%5%50%47%52%5%50%47%52%NEW42%NEW28%NEW22%NEW4%NEWNEW38%Copyright©2023byBostonConsultingGroup.Allrightsreserved.51%26%5%Copyright©2023byBostonConsultingGroup.Allrightsreserved.51%26%5%NEW31%NEW6%NEW4%NEW44%49%37%40%47%48%43%55%6%NEW4%NEW44%49%37%40%47%48%43%55%9%40%NEW40%NEW9%NEWNEW36%39%48%38%36%9%40%NEW40%NEW9%NEWNEW36%39%48%38%36%37%49%33%NEW8%NEW33%NEW8%NEWNote:Questiontext"Belowisalistofchangesthatconsumershavebeenmakinginthepast3monthstothewaytheybuy,shoporsavetocopewiththeincreaseinpricesforgoodsandservices.Indicateifthisisachangeinbehaviorthatyouhavemadeyourself.Selectallthatapply";Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrossUS,Canada,Australia,Germany,France,Spain,UK,PolandandSwitzerland),Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues8Morevs.2023→Similarvs.2023(+/-1ppt)Lessvs.2023x%Globalaveragex%Aboveaveragex%Average+/-2pptx%BelowaverageCopyright©2023Copyright©2023byBostonConsultingGroup.Allrightsreserved9Awareness192%92%↓49%↓25%NEW%ofconsumers68%Differentlogic4in‘2268%44%Different44%logic4in‘22NEW70%70%Different2%ofconsumerswithknow-events1%ofconsumerswithknow-ledgeofatleasto(%ofconsumerswhopurcha1.Answers"knowverywell”,“knowafairamount”,“knowjustalittlebit”;Questiontext"Howwelldoyoufeelyouknowthefollowingshoppingevents:BlackFriday/CyberMonday/Singles'Day?”;2.Answers“Didshoponlineonlybutnotinstore”,“Shoppedbothonlineandinstore”,“Didshopinstoreonlybutnotonline”;Questiontext:"Which,ifany,ofthefollowingstatementsbestdescribeyouractionswithregardstotherespectiveshoppingeventlastyear(in2023)?";3.Answers“Yes,probably”and“Yes,definitely”;Questiontext:"WillyoubeshoppingthroughtherespectiveshoppingeventbeingheldinNovember2024?”;4.BlackFridayandCyberMondaycombinedSource:BCGBlackFridayConsumerStudy,October2024(unweightedN=1,308inFrance);Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues个Strongincrease(>=4pptvs.2022)入Morevs.2022(2-4ppt)户Similarvs.2022(+/-1ppt)Lessvs.20Penetrationofsaleseventsrightsreserved.rightsreserved.Copyright©2023byBostonConsultingCopyright©2023byBostonConsultingBostonConsultingGroupAllrightsreserved.Copyright©2023byAwarenessofBlackFridayNEWNEWBostonConsultingGroupAllrightsreserved.Copyright©2023byAwarenessofBlackFridayNEWNEW47%31%60%28%45%35%25%30%31%34%31%25%34%30%27%38%39%37%35%21%37%37%20%30%37%26%9%8%6%6%6%4%4% KnowverywellKnowafairamountKnowjustalittleHeardofbutknowalmostnothingaboutNeverheardofNote:Questiontext"Howwelldoyoufeelyouknowthefollowingshoppingevents:BlackFriday?";Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrossUS,Canada,Australia,Germany,France,Spain,UK,PolandandSwitzerland);Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvaluesPenetrationofsaleseventsAwarenessforBlackFridayinFranceishigh,at92%AlmostallFrenchconsumershaveheardofBlackFriday,withonly9%knowinglittle,while~64%indicatetohaveamoreprofoundknowledge("knowverywell"and"knowafairamount")ThisawarenessmeansmanyconsumersexpectretailerstoparticipateinBlackFriday;Retailerscanusethistotheiradvantagetoconvertawareconsumers,butmustalsobewaryofprotectingmarginsCopyrightBostonConsultingGroupreserved.PenetrationofsaleseventsAwarenessofCyberMondayOnly~27%ofFrenchconsumersknowCyberMondaywell("knowverywell"and"knowafairamount"),whichis~37pptlessthanwhattheyindicateforBlackFridayCopyrightBostonConsultingGroupreserved.PenetrationofsaleseventsAwarenessofCyberMondayOnly~27%ofFrenchconsumersknowCyberMondaywell("knowverywell"and"knowafairamount"),whichis~37pptlessthanwhattheyindicateforBlackFriday↓NEWNEW49%22%26%30%49%31%31%34%21%23%27%22%23%28%25%20%31%27%29%22%24%29%32%28%20%22%35%11%9%8%8%7%KnowverywellKnowafairamountKnowjustalittleHeardofbutknowalmostnothingaboutNeverheardofNote:Questiontext"Howwelldoyoufeelyouknowthefollowingshoppingevents:CyberMonday?";Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrossUS,Canada,Australia,Germany,France,Spain,UK,PolandandSwitzerland);Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvaluesLessvs.2023(2-4ppt)↓FrancehaslowestawarenessofCyberMondayamongcountriessurveyed;thisrepresentsthemostsignificantdifferencebetweenawarenessforBlackFridayvs.awarenessforCyberMondayWhileconsumerexpectationsFriday,retailerscanstillleverageCyberMondaytoattractandconvertconsumersPenetrationofsaleseventsAwarenessofSingles'DayconsumershaveheardofSingles'afairamount—fivetimesfewercomparedtoBlackFridayNEWNEW27%21%23%23%38%25%39%23%58%However,increasinglyretailersstrategicallyleveragetheevent,NEWNEW27%21%23%23%38%25%39%23%58%8%4%4%7%7%6%8%6%7%7%21%28%9%22%6%21%mirroringthe8%4%4%7%7%6%8%6%7%7%21%28%9%22%6%21%24%22%Europeanmarkets(Poland,24%22%BostonConsultingreserved69%65%63%22%20%61%59%59%44%37%35%Switzerland,Germany)leadthewayintermsofawarenessoftheevent,with>55%ofconsumershavingheardofSingles'Dayand>40%havingknowledgeBostonConsultingreserved69%65%63%22%20%61%59%59%44%37%35%KnowverywellKnowafairamountKnowjustalittleHeardofbutknowalmostKnowverywellKnowafairamountKnowjustalittleHeardofbutknowalmostnothingaboutNeverheardofNote:Questiontext"HowwelldoyoufeelyouknowNote:Questiontext"Howwelldoyoufeelyouknowthefollowingshoppingevents:Singles'Day?";Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrossUS,Canada,Australia,Germany,France,Spain,UK,PolandandSwitzerland);Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvaluesconsumerpulseastrendsmayevolve27%7%25%34%27%7%25%34%6%20%33%36%47%48%22%27%32%6%9%9%10%24%22%35%14%26%17%28%45%7%10%20%24%23%22%45%22%45%48%9%10%16%48%9%59%59%2%74%74%4%KnowverywellKnowafairamountKnowjustalittleHeardofbutknowalmostnothingaboutNeverheardofNote:Questiontext"Howwelldoyoufeelyouknowthefollowingshoppingevents:BlackFriday/CyberMonday/Singles'Day?";Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=1,308inFrance);Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvaluesCopyright©2023byCopyright©2023byBostonConsultingGroup.AllrightsreservedPenetrationofsaleseventsAllthreeshoppingeforCyberMondayanMillennialsconversiondrivingcampaigns,e.g.,yetwithlargestincreasesAttitudetowardssaleseventsTheshareofundecidedconCopyright©2023Copyright©2023byBostonConsultingGroupAllrightsreserved.7%Shoppingintentionsfor2024Novembersalesevents(%ofconsumersawareNEWNEW29%36%31%32%33%33%39%40%42%43%46%33%34%9%35%40%35%37%34%40%36%9%8%8%7%6%4%9%8%8%6%4%4%4%Yes,DefinitelyShoppingintentionsfor2024Novembersalesevents(%ofconsumersawareNEWNEW29%36%31%32%33%33%39%40%42%43%46%33%34%9%35%40%35%37%34%40%36%9%8%8%7%6%4%9%8%8%6%4%4%4%Yes,DefinitelyYes,ProbablyNo,ProbablynotNo,DefinitelynotDon’tknowNote:Questiontext"WillyoubeshoppingthroughtheBlackFriday/CyberMonday/Singles'DayshoppingeventsbeingheldinlateNovemberin2024?";AskedtoallrespondentswhoknowaboutBlackFriday/CyberMonday/Singles'Day(n=10,081);Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrossUS,Canada,Australia,Germany,France,Spain,UK,PolandandSwitzerland);Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues↓PenetrationofsaleseventsShoppingintentionsforNovembersaleseventsin2022,2023and2024(%ofconsumersaware‘24‘24vs.‘22Copyright©2023byBostonConsuCopyright©2023byBostonConsultingGroupAllrightsreserved.Nodatafor2023Yes,DefinitelyYes,ProbablyNo,ProbablynotNo,DefinitelynotDon’tknow1.ShoppingintentionforBlackFriday/CyberMonday2022;Note:Questiontext"WillyoubeshoppingthroughtheBlackFriday/CyberMonday/Singles'DayshoppingeventsbeingheldinNovemberin2022/2023/2024?";AskedtoallrespondentswhoknowaboutBlackFriday,CyberMondayorSingles'Day(n=1,135);Source:BCGBlackFridayConsumerStudy,October2022(N=1,023inFrance),October2024(N=1,308inFrance);Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvaluesCopyrightCopyright©2023BostonExpectedspendingExpectedspendingAcrossagegroups,theexpectedspontaneouslyhowmshoppersindicateinAllAllrightsreserved20232023byBostonConsulting3%3%Don’tknowSpendingexpectationsfor2024Novembersales3%3%Don’tknowSpendingexpectationsfor2024Novembersalesevents(%ofconsumersintendingtoshop),inEuro34%29%23%20%20%20%9%7%4%Lessthan50I’lldecideontheday/Don’tknow50–100101–250251–500501–1,00020222024Note:Questiontext"HowmuchareyouplanningtospendthrougheitherBlackFriday/CyberMonday/Singles'Dayshoppingeventsthisyear?";Askedtorespondentswhoaredefinitely/probablyshoppingonBlackFridayand/orCyberMondayand/orSinglesDay(unweightedN=933);Source:BCGBlackFridayConsumerStudy,October2022(N=638inFrance)andOctober2024(unweightedN=1,308inFrance);Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvaluesMorethanCopyright1,000CopyrightCopyright©2023Copyright©2023byBostonConsultingGroupAllrightsreservedspend…Avg.plannedspendfor2024NovembersaleseventsGlobalweightedavg.1.ExchangeratebasedonOECDQ3,2024;2.Calculatedinlocalcurrency;Note:Questiontext"HowmuchareyouplanningtospendthrougheitherBlackFriday/CyberMonday/Singles'Dayshoppingeventsthisyear?";Askedtorespondentswhoaredefinitely/probablyshoppingonBlackFridayand/orCyberMondayand/orSinglesDay(unweightedN=7,384);Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrossUS,Canada,Australia,Germany,France,Spain,UK,PolandandSwitzerland),Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvaluesExpectedExpectedspendingUS$460AU$395CHF345US$460CA$445AU$465€285CHF455+18%+18%n.a.n.a.n.a.n.a.+22%+22%+32%+32%CopyrightCopyright©BostonConsultingreserved.202121PrimarilypurchasereasonduringBlackFriday/CyberMonday/Singles'DayNEWNEW入入入入987Christmas/HolidaygiftsfofDon’tknowyet1.%pptnetchangeinspendcalculatedasdifferencebetweenmuch/somewhatmorespendandmuch/somewhatlessspendcomparedto2023;Note:Questiontext"AreyouplanningtoshopduringBlackFriday/CyberMonday/Singles'DayshoppingeventsprimarilyforChristmasgifts,personalitems,orboth?""ThinkingspecificallyaboutanyChristmasshoppingyoumaydothisyear,towhatextentdoyouexpecttouseBlackFriday/CyberMonday/Singles'Daytodothisshoppingcomparedtopreviousyears?";Askedtorespondentswhoaredefinitely/probablyshoppingonBlackFridayand/orCyberMondayand/orSinglesDay(unweightedN=7,384);Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrossUS,Canada,Australia,Germany,France,Spain,UK,PolandandSwitzerland),Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues个Strongincrease(>5pptvs.2023)入Morevs.2023Similarvs.2023(+/-1ppt)Lessvs.2023CategorypreferencesIntentionstobuyChristmasgiftsduringsaleseventsvs.previousyearCopyright©BostonCopyright©Bostonrightsreserved.MuchmoreSomewhatmoreSomewhatlessMuchless%pptnetchangeinspend1212222Avg.budgetperpricecategoryandcountryfor2024Novembersalesevents↓NEW↓NEWNEWNote:Questiontext"Allocate100pointsacrossthebelowoptionstoreflectthebudgetyouareplanningtospendpercategoryduringBackFriday/CyberMonday/Singles'Dayshoppingeventsthisyear.”;Askedtorespondentswhoaredefinitely/probablyshoppingonBlackFridayand/orCyberMondayand/orSinglesDay,excludingthosewho"don’tknowyet"(unweightedN=6,184);Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrossUS,Canada,Australia,Germany,France,Spain,UK,PolandandSwitzerland),Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues个Strongincrease(>5pptvs.2023)入Morevs.2023Similarvs.2023(+/-1ppt)Lessvs.2023CategorypreferencesAcrosscountries,consumerstendtobuylow-costorcost-effectivevalueproductsduringNovembersaleseventstocovertheirbasicneedsintimesofinflationandcrisis(atrendseeninpreviousyears)Withexceptions:©2023byConsultingGroup.Allrightsreserved.Polandstillwithasignificantshareofbudget(~40%)tobespentonluxuryorhigh-price©2023byConsultingGroup.Allrightsreserved.continuedboomingluxurymarketandspendingtrendslastyear22CategorypreferencesCategorypreferencesDuringshoppingevents,Frenchconsumersmainlylookforadults'clothingandBuyingintentionsfor2024shoppingeventsCopyright©2023byBostonConsultingGroup.Allrightsreserved.↓入51%49%49%47%53%52%57%54%52%↓Adultsclothes/shoes/Athleticequipment&clothing,outeFurnitureandhomedécorNEW39%44%43%36%39%36%40%43% 40%23%33% 35%21%入入入NEW28%24%33%22%35%44%26%34%23%29%32%29%27%28%23%23%22%24%NEW26%28%28%31%31%NEW30%入入入入入入NEW35%32%21%入NEW25%22%20%20%20%入NEW入入入入20%9%NEW22%入入NEW20%入Copyright©2023byBostonConsultingGroup.Allrightsreserved.↓入51%49%49%47%53%52%57%54%52%↓Adultsclothes/shoes/Athleticequipment&clothing,outeFurnitureandhomedécorNEW39%44%43%36%39%36%40%43% 40%23%33% 35%21%入入入NEW28%24%33%22%35%44%26%34%23%29%32%29%27%28%23%23%22%24%NEW26%28%28%31%31%NEW30%入入入入入入NEW35%32%21%入NEW25%22%20%20%20%入NEW入入入入20%9%NEW22%入入NEW20%入NEW入入NEWNEWNEWNEWNEWNEWNEWNEWNEWNEWNEWNEW8%26%30%31%34%52%Note:Questiontext"Whichofthefollowingtypesofproducts,ifany,areyouplanningtopurchaseduringBlackFriday/CyberMonday/Singles'Dayshoppingeventsthisyear?";Askedtorespondentswhoaredefinitely/probablyshoppingonBlackFridayand/orCyberMondayand/orSinglesDay(unweightedN=7,384);Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrossUS,Canada,Australia,Germany,France,Spain,UK,PolandandSwitzerland),Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues23个Strongincrease(>5pptvs.2023)入Morevs.2023Similarvs.2023(+/-1ppt)LeCopyright©2023Copyright©2023byBostonConsultingGroup.Allrightsreserved.24252540%Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=1,308inFrance);Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvaluesDealexpectationsDealexpectationsNavigatingYear-RoundDiscountSaturationwinbudget-consciousconsumers,retailerofferingsubstantialdiscountsyear-rcompellingandwell-communicatedBbyBostonConsultingGroupAllrightsreserved.offerstostandoutbyBostonConsultingGroupAllrightsreserved.BalancingDiscountswithMarginProtection25DealexpectationsDealexpectationsPreferredtypeofdeal(%ofconsumersintendingtosh54%60%64%60%59%45%47%50%57%49%32%34%27%28%22%27%20%36%41%27%23%24%22%22%39%51%51%54%60%64%60%59%45%47%50%57%49%32%34%27%28%22%27%20%36%41%27%23%24%22%22%39%51%51%59%59%55%55%60%60%57%57%59%59%53%53%52%52%47%47%56%56%47%47%46%46%34%36%36%46%46%49%49%39%25%27%23%35%32%25%29%27%23%31%33%26%39%25%27%23%35%32%25%29%27%23%31%33%26%36%37%28%29%42%40%28%29%27%24%40%35%30%29%43%34%32%36%42%38%33%32%Copyright©2023Copyright©2023byBostonConsultingGroup.Allrightsreserved.22%22%22%22%27%21%22%22%27%21%22%7%22%7%21%6%9%8%7%8%8%6%9%8%7%8%8%6%Note:Questiontext"WhattypeofdealsdoyoulikethemostduringBlackFriday/CyberMonday/Singles'Day";Askedtorespondentswhoaredefinitely/probablyshoppingonBlackFridayand/orCyberMondayand/orSinglesDay(N=7,384);Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=10,153acrossUS,Canada,Australia,Germany,France,Spain,UK,PolandandSwitzerland),Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvalues262727AverageminimumexpecteddiscountsperproducttypeAthleticequipment&clothing,oNote:Questiontext"WhatistheminimumdiscountthatyouwouldexpectfromagooddealforBlackFriday/CyberMonday/Singles'Daydealforeachofthefollowingproductcategories?”;Askedtorespondentswhoaredefinitely/probablyshoppingonBlackFridayand/orCyberMondayand/orSinglesDay(N=933);Onlyrowsshownthathavebeenchosenasrelevantcategories;Source:BCGBlackFridayConsumerStudy,October2024(unweightedN=1,308inFrance);Resultsweightedacrossage,incomewithineachcountry,andpopulationforglobalvaluesDealexpectationsclaim…Copyright©2023byBostonCopyright©2023byBostonConsultingGroupAllrightsreserved.27Copyright2023Copyright2023byBostonConsultingGroup.Allrightsreserved.28Shoppingjourneys&channeldynamicsCopyright©2023byBostonConsultingGroup.AllCopyright©2023byBostonConsultingGroup.Allrightsreserved.Startofsearchingfordealsbeforeshoppingeventsdealsonlyafewdaysbeforethe Idon’thaveaproductinmind27%27%24%24%23%26%Note:Questiontext"YoumentionedthatyouareplanningtoshopforBlackFriday/CyberMonday/SinglesDay.Whendoyoutypicallystartlookingfordealsanddiscountsaroundtheseshoppingevents?""YoumentionedthatyouareplanningtoshopforBlackFriday/CyberMonday/SinglesDay.Whichofthefollowingbestdescribesyourstateofmind?Selectonethatbestapplies";Askedtorespondentswhoaredefinitely/probablyshoppingonBlackFridayand/orCyberMondayand/orSinglesDay(unweightedN=933);Source:BCGBlackFriday29ConsumerStudy,Octob