Boston Consulting Group: 2024 Black Friday French Consumer Survey Report

Boston Consulting Group has released the "2024 Black Friday French Consumer Survey". Against the backdrop of high inflation, French consumers are turning to year-end promotions. More than 70% of French people plan to participate in one of these events, an increase of 9 percentage points from 2022. This is one of the results of a new study conducted by Boston Consulting Group on more than 10,000 consumers in 9 countries (Germany, Australia, Austria, the United States, Spain, France, Italy, the United Kingdom and Switzerland), including 1,300 French consumers.

Black Friday (November 29) is an important holiday for consumers, with 92% considering it an important holiday for the French and 68% planning to shop on it. Singles Day (25%) on November 11 and Cyber ​​Monday (49%) on December 2 remain less well-known.

Average shopping baskets are growing despite inflation - the French plan to spend an average of €315 on November sales, slightly below the average for the countries surveyed, but up 19% (€255) compared to 2022. This year, Swiss consumers top the list with an average shopping basket of €480, with the UK (€430) and the US (€420) slipping to third place. In France, millennials (25-40 years old) have a budget of €370, while Generation Z (18-24 years old) are more restrained (€255).

Prioritize essentials and Christmas gifts – Nearly 60% of French consumers will use Black Friday and November sales to prepare their year-end gifts, while also using the opportunity to buy essentials (34%). The most popular categories are clothing (52%), electronics (34%), followed by beauty products (31%).

Looking for bargains earlier and earlier – Faced with rising prices, nearly a third of French consumers start looking for bargains in October. They are also looking for significant price cuts, with a reduction of at least 36% considered attractive (compared to an international average of 30%).

Attachment to the in-store experience remains – Although 85% of French consumers plan to do at least part of their shopping online, they are still attached to the in-store experience. 60% take a hybrid approach: they prefer to view and try products in store before completing an online order.

Generative AI is catching on – 14% of French consumers already use generative AI for shopping, and 26% plan to use it in the near future to compare prices (32%), find product information (29%), or find the best deal (24%). This trend is particularly evident among younger people, with 22% of Generation Z already adopting these technologies.

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