Black Friday has become a must-do event for millions of consumers and businesses around the world, including Italy.
According to forecasts, this edition of Black Friday 2024 is expected to be particularly interesting due to an economic environment that appears more stable than in previous years.
Lower inflationary pressures are encouraging planned and conscious shopping, with 46 percent of Italians saying they will take advantage of promotions for targeted spending, up from 34 percent in 2023, the PwC report reported.
Here are some key trends:
- Increase in online shopping: Black Friday continues to be dominated by e-commerce, with 78 percent of Italian consumers (up from 44 percent a year earlier) using online platforms to research information and make purchases, according to data from PwC.
- Extended duration of promotions: No longer limited to a single day, Black Friday deals cover up to 10 days, including Cyber Monday. This allows merchants to better manage traffic spikes and users to plan ahead, as highlighted by Netcomm.
- Featured Categories: Electronics, fashion and home are the most popular categories, with a growing focus on durable and functional products. Technology remains a major player, despite a slight decline from 2023 (-14 percent), according to the PwC report.
- Sustainability and conscious shopping: More and more consumers are choosing durable and functional products with a view toward quality and value.
Strategies and deals on major Italian marketplaces for Black Friday 2024: Amazon, eBay, Zalando, Yoox and About You
Amazon
Amazon has extended its deals for an entire week, Nov. 21-29, with significant discounts on more than 35 categories.
From appliances and beauty products to fashion and technology, Amazon has made exclusive benefits available to Prime members, such as free shipping and early notifications via Alexa.
The platform is famous for its “Lightning Deals” and daily themed offers, which incentivize planned shopping.
eBay
eBay remains a key platform for those looking for deals on technology and refurbished products, a trend that is growing strongly due to a growing focus on sustainability.
The platform has chosen to activate the Black Friday campaign during the 24 hours of Friday, Nov. 29, and Monday, Dec. 2, Cyber Monday.
eBay has set discounts on a wide range of products for Black Friday 2024, including smartphones, technology, games, fashion, furniture and appliances, with new and refurbished options.
Zalando
Zalando’s Black Friday started on Nov. 29, but the deals have already been activated a few days earlier and will last until the end of the month.
The biggest days run from Nov. 29 to Dec. 2, with discounts of up to 50 percent on clothing, shoes and accessories, including winter items such as coats, jackets and sweaters.
Yoox
Yoox has launched an 11-day discount campaign (Nov. 23 to Dec. 3), highlighting luxury brands such as Dolce & Gabbana and Versace.
Yoox offers discounts not only on classic garments, but also on eco-friendly items from the YOOXYGEN line. During “Black Week,” customers can take advantage of perks such as free shipping, perfect for anticipating holiday gifts or renewing the wardrobe.
About You
ABOUT YOU, for Black Friday 2024, has adopted a strategy focused on an extended duration of promotions, starting discounts as early as November 29 and extending them until Cyber Monday.
With discounts of up to 60 percent on categories such as apparel, footwear and accessories, the brand aims to maximize sales by taking advantage of the entire promotional weekend and meeting demand for seasonal and holiday items, effectively combining planning and flexibility.
Preparing for Black Friday: Tips for Sellers
To make the most of Black Friday opportunities, careful and targeted preparation is essential. Here are some strategies sellers can adopt to maximize sales and respond effectively to consumer needs:
- Plan promotions in advance: Identify key products to focus on, based on sales data and market trends, and monitor competitor strategies to be competitive.
- Take advantage of loyalty programs: Offer exclusive benefits, such as early discounts or free shipping, for your most loyal customers, following the example of platforms such as Zalando and Amazon.
- Manage inventory carefully: Bargain deals, especially in the fashion and technology sectors, tend to sell out quickly. Make sure you have adequate inventory to meet demand.
- Adopt a multichannel approach: Maximize visibility and sales potential by integrating different distribution channels, such as marketplaces, e-commerce and physical stores. A multichannel strategy allows you to intercept a wider audience and improve the shopping experience, especially during large promotional events such as Black Friday.
A structured, multichannel approach, combined with careful planning, can make all the difference in turning Black Friday into a true growth opportunity.
Conclusion: Make the Most of Multichannel with Yocabe
Black Friday is a unique opportunity to optimize your sales, but to do so strategically and profitably, it is essential to take a multichannel, multi-country approach.
In an environment where consumers are shifting between various shopping channels and markets, it is essential to be present and ready to adapt quickly to global market needs.
