This year, after the results of Black Friday, for the first time in recent years, the leader of the categories with the highest number of purchases has changed – “electronics and smartphones” has given way to “clothing and footwear” and “home and garden articles”, calculated in Admitad. The markets accounted for more than 60% of sales during the sale period.
During the week-long Black Friday, shoppers in Russia placed 43% more orders compared to the non-sale period and spent 57% more on a purchase, marketing IT solutions provider Admitad said.
In 2022, “electronics” lost the first position in the ranking of the most popular categories to buy on “Black Friday”. Russian buyers placed more orders in “clothing, accessories and shoes.” On the second line of popularity is the category of “beauty products”: cosmetics, hygiene products and others.
Globally, the share of clothing, accessories, shoes and watches accounted for 29.2% of the total number of Black Friday orders, home and garden items – 21.1%, electronics and smartphones – 16, 4 %. More than 60% of the orders during the sale period were placed in the markets.
“However, the shopping activity on the online platforms and in individual brand stores turned out to be very similar: users were interested in the same products,” Admitad noted.
On average, the number of Black Friday orders in 2022 increased between 2% and 15% compared to 2021, experts estimated.
Author:
Kirill Bilyk
Source: RB
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