意大利黑色星期五市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS

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BRANDSBlackFridayinItalyCHAPTER

01BlackFridayshoppinginEuropeShareofconsumerswhosaidtheywouldshopduringNovembersaleseventsworldwidein2023,bycountryConsumersplanningtoshoptheNovembersaleseventsworldwide2023DefinitelyProbablyProbablynotDefinitelynotDon`tknow120%100%80%60%40%20%0%5%10%5%8%6%9%9%9%9%11%13%6%5%9%13%12%11%13%18%18%19%34%39%39%34%35%37%32%37%43%US39%38%28%27%UK20%PolandCanadaGermanyAustraliaSwitzerland3Description:IntheUnitedStates,acombinedshareof78percentofconsumersintendedtoeitherdefinitelyorprobablyshopduringNovembershoppingeventssuchasSinglesDay,BlackFriday,andCyberMondayin2023.ThissharewasalsostronginCanada,aswellasPolandandGermany.ReadmoreNote(s):Worldwide;October2023;7,022respondents;allrespondentswhoknowaboutBlackFriday/CyberMondaySource(s):BCGShareofconsumersexpectedtomakecutstotheirholidayseasonspendingfornon-foodpurchasesworldwidein2022and2023,bycountryConsumersexpectingtoreducenon-foodholidayseasonspendingworldwide2023202279%202378%80%70%60%50%40%30%20%10%0%74%73%73%73%72%70%66%62%62%59%57%54%54%47%USCanadaAustraliaUKGermanyFranceSpainItaly4Description:In2023,anincreasednumberofconsumerssaidtheyexpectedtomakecutstotheirnon-foodproductpurchasesduringtheholidayseason,whichincludessaleseventslikeBlackFridayaswell.IntheU.S.,thissharewasat73percent,whileinthepreviousyeararound60percentofthosesurveyedsaidtheywouldreducetheirspendingforsuchexpenses.IntheUK,ashighas79percentofconsumersexpectedtospendlessordelaytheirnon-foodrelatedpurchasesthisholidayseason.

ReadmoreNote(s):Worldwide;August2022;morethan8,000Source(s):PacklinkPRO;RetailEconomicsShareofconsumerswhoplantoshoplessduringBlackFridayinselectedEuropeancountriesin2023BlackFriday:consumerswhowillshoplessinEurope202335%31%30%25%20%15%10%5%19%18%0%FranceItalySpain5Description:In2023,over30percentofFrenchconsumerstakingpartinasurveystatedthattheyplannedtospendlessthanthepreviousyearsfortheirBlackFridayshopping.Slightlylessthan20percentofrespondentsinItalyandSpainsaidthesame.

ReadmoreNote(s):France,Italy,Spain;2023;1,500respondentsSource(s):EconomyMagazine;Scalapay;UNGUESSShareofconsumerswhowillshopexclusivelyonlineforBlackFridayinselectedEuropeancountriesin2023BlackFriday:consumerswhowillshoponlineonlyinEurope202380%72%70%60%50%40%30%20%10%53%51%0%ItalyFranceSpain6Description:Accordingtotheresultsofarecentsurvey,ItaliansaretheconsumerswhowillshopexclusivelyonlinethemostinoccasionofBlackFriday2023,asstatedbyover70percentofrespondents.Slightlyover50percentofshoppersinSpainandFrancesaidthesame.ReadmoreNote(s):France,Italy,Spain;2023;1,500respondentsSource(s):PRNewswire;Scalapay;UNGUESSConsumerswhokeepsustainabilityinmindwhenshoppingforBlackFridayinselectedEuropeancountriesin2023ImportanceofsustainabilityduringBlackFridayshoppinginselectedcountries202318%17%16%14%12%10%8%12%11%6%4%2%0%FranceItalySpain7Description:In2023,nearly20percentofFrenchconsumerstakingpartinasurveystatedthattheyintendedtoseriouslykeepsustainabilityinmindwhenshoppingduringBlackFriday.Meanwhile,onlyslightlymorethan10percentofconsumersinItalyandSpainsaidthesame.ReadmoreNote(s):France,Italy,Spain;2023;1,500respondentsSource(s):PRNewswire;Scalapay;UNGUESSExpectedshareofconsumersplanningtoshopduringBlackFridayintheNetherlandsin2023BlackFridayparticipationamongconsumersintheNetherlands2023Yes32%No68%8Description:In2023,aboutathirdofconsumersintheNetherlandswereplanningtoshopduringBlackFriday.DespitetheriseofGreenFriday,aneventfocusedonethicalandsustainableconsumptionofgoods,thenumberofpeopletakingadvantageofBlackFridayintheNetherlands(andworldwide)hasalsogrown.ReadmoreNote(s):Netherlands;November2023;1,101respondents;18-80yearsSource(s):Motivaction;StemPuntConsumerswhothinktheywillshopduringBlackFriday/weeksalesinFrancein2022,bygenerationConsumerswhothinktheywillshopduringBlackFriday/weeksalesinFrance2022Yes,Iamsure45%Yes,IthinkIwill50%47%45%40%35%30%25%20%15%10%5%41%41%40%39%27%9%0%GenZMillennialsGenXBabyBoomers9Description:In2022,around40percentofGenZandmillennialrespondentsinFrancesaidthattheyweresuretheywouldshopduringBlackFriday/weeksales.Bycontrast,onlyninepercentofbabyboomersstatedthesame.

ReadmoreNote(s):France;OctobertoNovember2022;minimum1,000respondents;18to76yearsSource(s):Klarna;NepaSpendingbyonlineshoppersonBlackFridayandCyberMondayinGermanyfrom2016to2022,withaforecastfor2023(inbillioneuros)BlackFridayandCyberMondayspendingforecastinGermany2016-202375.865432105.64.73.83.12.52.11.720162017201820192020202120222023*10Description:In2023,ithasbeenforecastthatonlineshoppersinGermanywillspend5.8billioneurosaroundtheBlackFridayandCyberMondaysales.Thisisarelativelysmallincreasecomparedtothepreviousyear.

ReadmoreNote(s):Germany;2016to2022;*Forecast.Thesourcemakesthefollowingnote:"FiguresareaboutonlineshoppersinrelationtoBlackFridayandCyberMondayonlineandoffline,thefiguresdonotjustrefertotheexactFridayandMonday,but[...]

ReadmoreSource(s):HDEWhereconsumersintheUnitedKingdom(UK)gotofindthebestBlackFridaydealsasof2023WhereconsumersgotofindthebestBlackFridaydealsintheUK2023Shareofrespondents10%

20%0%30%40%50%60%70%IgostraighttoAmazonIusesearchengines59%32%IgotoretailersitesandseewhatdealsareonofferIgotobrandwebsitesandseewhatdealsareonofferIreceivepersonalizedcommunicationslikeemailsIdon'tdoanythingtofindthebestBlackFridaydealsTVadverts19%18%16%16%15%IgointostoresIfindthemonsocialmedia12%12%12%IusecomparisonsitesIreadBlackFridayreviewsbyonlinepublicationslikeMailOnlineDigitaladvertisingonline11%10%Ilistentoinfluencers8%11Description:Asof2023,59percentofshoppersintheUnitedKingdomreportedthattheygostraighttoAmazoninordertofindthebestdealsforBlackFriday.Additionally,32percentreportedthattheyusesearchengines,while19percentsaidtheygotoretailersitestofindthebestBlackFridaydeals.ReadmoreNote(s):UnitedKingdom;September13

to18,2023;2,025*;*ConsumersthathaveshoppedonlineintheUK.Thisincludes1,369consumersthatboughtsomethingovertheBlackFriday(12thNovember-29thNovember)periodin2022.Multiple[...]

ReadmoreSource(s):Censuswide;WundermanThompsonCommerceCHAPTER

02BlackFridayshoppinginItalyShareofconsumerswhointendtoshopduringBlackFridayandCyberMondayinItalyin2023ConsumerswhointendtoshopduringBlackFridayandCyberMondayinItaly202390%80%70%79%61%60%50%40%30%20%10%0%CyberMondayBlackFriday13/statistics/1423876/consumers-who-intend-to-shop-during-black-friday-and-cyber-monday-in-italyIn2023,nearly80percentofconsumerstakingpartinasurveyinItalystatedthattheywereplanningtoshopduringBlackFriday.ThenumberofpeoplewhosaidthattheyintendedtoshopduringCyberMondaywasslightlylower,atabout61percent.ReadmoreNote(s):Italy;April2023;800respondents;18yearsandolder;adultsinItalySource(s):YouGovItalyConsumerswhothinktheywillshopduringBlackFriday/weeksalesinItalyin2022,bygenerationConsumerswhothinktheywillshopduringBlackFriday/weeksalesinItaly2022Yes,IamsureYes,IthinkIwill70%60%50%61%51%50%48%39%40%30%20%10%0%27%26%11%GenZMillennialsGenXBabyBoomers14Description:In2022,nearly40percentofItalianconsumersbelongingtoGenerationZsaidthattheyweresuretheywouldshopduringBlackFriday/weeksales.Bycontrast,only11percentofBabyBoomersstatedthesame.

ReadmoreNote(s):Italy;OctobertoNovember2022;minimum1,000respondents;18to76yearsSource(s):Klarna;NepaProportionofshoppersinItalywhowillbuyforthemselvesandothersonBlackFridayandCyberMondayin2022ShoppersinItalywhowillbuyforthemselvesorothersonBlackFriday202280%73%69%70%60%50%40%30%20%10%0%MyselfOthers15Description:Accordingtotheresultsofarecentsurveyconductedin2022,73percentofItalianconsumersstatedthatduringBlackFridayandCyberMondaytheywereplanningtopurchasesomethingforthemselves.Nearly70percentofparticipantssaidthattheywereintentonbuyingforothers.ReadmoreNote(s):Italy;OctobertoNovember2022;minimum1,000respondents;18to76yearsSource(s):Klarna;NepaConsumerswhokeepsustainabilityinmindwhenshoppingforBlackFridayinItalyin2023,bygenerationImportanceofsustainabilityduringBlackFridayinItaly2023,bygeneration60%54%50%43%42%41%40%30%20%10%0%GenZMillennialsGenXBabyBoomers16Description:Theresultsofarecentsurveyshowthat,in2023,about54percentofGenZconsumersinItalyintendedtoconsidertheimpactontheenvironmentwhenchoosingwhatandwheretobuyduringBlackFriday.Atjustover40percent,allothergenerationsweremoreorlessequallyconcernedabouttheirenvironmentalimpact.ReadmoreNote(s):Italy;2023;1,500*Source(s):ESG360;Scalapay;UNGUESSWhichofthefollowingshoppingactivitieswillyoudoduringBlackFriday/weeksales?ShoppingactivitiesamongItalianconsumersduringCyberWeek202290%80%70%83%74%60%50%40%30%20%10%0%56%12%IamwaitingforBlackFriday/week

IalreadyknowwhatIamgoingtobuysalestobuybigticketitems

BlackFriday/weeksalesIwillmoreoftencomparepricesIwilltrytomakealargershareofmybetweendifferentretailersbefore

holidaygiftpurchasesduringthesalesbuying(comparedtolastyear)periods(comparedtolastyear)17Description:Accordingtotheresultsofarecentsurveyconductedin2022,onlyjustover10percentofItalianconsumerssaidthattheyalreadyknewwhattheyweregoingtobuyduringthisyear'sBlackFridaysales.74percentofparticipantsalsostatedthattheywouldcomparepricesbetweendifferentretailersmoreoftenthaninthepreviousone.ReadmoreNote(s):Italy;OctobertoNovember2022;minimum1,000respondents;18to76yearsSource(s):Klarna;NepaBrandsItalianconsumersassociatethemostwithBlackFridayin2023BrandsassociatedthemostwithBlackFridayinItaly2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%AmazonMediaWorldUnieuroEuronicsZalandoDecathlonSephoraDouglasFootLockerCisalfa83%51%48%44%37%33%19%17%14%13%11%PrivaliaYooxAsos7%7%18Description:Accordingtotheresultsofa2023survey,AmazonisthebrandthatItalianconsumersassociatethemostwithBlackFriday,asindicatedbyover80percentofrespondents.MediaWorldandUnieurofollowedintheranking,atapproximately51and48percent,respectively.ReadmoreNote(s):Italy;April2023;800respondents;18yearsandolder;ItalianadultsSource(s):YouGovItalyShopperswhoalreadyknowwhattopurchaseduringBlackFridayandCyberMondayinItalyin2022,bygenerationShopperswhoalreadyknowwhattopurchaseduringCyberWeekinItaly202220%18%18%16%14%12%10%8%13%11%8%6%4%2%0%GenZMillennialsGenXBabyBoomers19Description:In2022,nearly20percentofItalianconsumersbelongingtoGenerationZsaidthattheyalreadyknewwhattheyweregoingtobuyduringCyberWeekthatyear.Bycontrast,onlyeightpercentofbabyboomersstatedthesame.

ReadmoreNote(s):Italy;OctobertoNovember2022;minimum1,000respondents;18to76yearsSource(s):Klarna;NepaWhatproductsdoyouusuallypurchaseduringBlackFriday?MostcommonlypurchasedproductsbyItalianconsumersonBlackFriday2022Shareofrespondents0%10%20%30%40%50%60%70%67%80%ElectronicsHomeappliancesHomecareproductsFashion40%40%40%Accessories37%Sporting/FreeTimegoodsFoodstuffs31%13%Other2%20Description:In2022,around70percentofItalianconsumerstakingpartinasurveystatedthattheyusuallypurchaseelectronicsduringBlackFriday.Foodstuffsweretheleastcommonlypurchasedproducttypethatyear,withashareofonly13percentofrespondents.ReadmoreNote(s):Italy;2022Source(s):Mediaplus;TechPrincessWhatareyougoingtobuyduringBlackFridaysales?ShoppingintentionsduringBlackFridayinItaly2023,byproductcategoryShareofrespondents0%10%20%30%40%50%60%70%67%80%ConsumerelectronicsandhouseholdappliancesFashionitemsHomeproductsBeautyandskincareproductsCulturalgoods62%37%32%27%ProductsforchildrenPetproducts16%16%Travel13%Other5%4%Donotknow21Description:In2023,62percentofItalianconsumerswillingtoshopduringBlackFridaystatedtheywouldbuyfashionitems.Themostpopularcategoryofproductswasconsumerelectronicsandhouseholdappliances,preferredby67percentofthesurveyedconsumers.ReadmoreNote(s):Italy;April2023;800respondents;18yearsandolder;totalnumberofsurveyedparticipantsSource(s):YouGovItalyShareofItalianconsumerspurchasingelectronicsandhomeappliancesduringBlackFridayin2023,bygenderConsumerspurchasingelectronicsduringBlackFridayinItaly2023,bygender80%74%70%60%50%40%30%20%10%0%60%MenWomen22Description:In2023,about74percentofmaleconsumerstakingpartinasurveyinItalywereplanningtopurchaseelectronicsandhomeappliancesduringBlackFriday.Thenumberofwomenintendingtodothesamewaslower,atabout60percent.

ReadmoreNote(s):Italy;April2023;800respondents;18yearsandolder;totalsurveyedparticipantsSource(s):YouGovItalyShareofItalianconsumerspurchasingfashionproductsduringBlackFridayin2023,bygenderConsumerspurchasingfashionproductsduringBlackFridayinItaly2023,bygender70%66%58%60%50%40%30%20%10%0%MenWomen23Description:In2023,about66percentoffemaleconsumerstakingpartinasurveyinItalywereplanningtopurchasefashionitemsduringBlackFriday.Thenumberofmenintendingtodothesamewaslower,atabout58percent.

ReadmoreNote(s):Italy;April2023;800respondents;18yearsandolder;totalsurveyedparticipantsSource(s):YouGovItalyReasonsnottoshopduringBlackFridayinItalyin2023ReasonsnottoshopduringBlackFridayinItaly202340%37%36%35%30%25%20%15%10%5%26%22%0%IdonotbelieveitisanoccasiontosavemoneyIdonotknowifIwillneedanythingIintendtolimitmyexpensesIneedtosavemoneyandavoidextraexpenses24Description:Accordingtotheresultsofasurveyconductedin2023amongItalianconsumers,nearly40percentofrespondentswhohadpreviouslystatedthattheydidnotintendtoshopduringBlackFriday2023,saidthattheirmainreasonfornotdoingsowasthattheydidnotbelieveBlackFridayisreallyanoccasionthatsavesconsumersmoney.About26percentofparticipantssaidthattheywantedtolimittheirexpenses.ReadmoreNote(s):Italy;October5to15,2023;2,007*;18-64years;*Thetotalnumberofparticipantsinthesurveyamountedtoabout2,007andincludedpeoplewhohadshoppedonlineatleastonceintheprevious6months.

ReadmoreSource(s):CorriereNerd;idealo;KantarCHAPTER

03SpendingplansSpendingintentionsduringtheholidayseasonamongconsumersinItalyin2023SpendingintentionsduringtheholidayseasonamongconsumersinItaly202320%15%15%10%5%9%0%-5%-10%-15%-20%-25%-17%-20%SpendmuchmorethaninthepreviousyearSpendmorethaninthepreviousyear

Spendlessthaninthepreviousyear

Spendmuchlessthaninthepreviousyear26Description:TheresultsofasurveycarriedoutinAugust2023showthataround24percentofconsumersinItalystatedthattheyintendedtospendmorethaninthepreviousyearduringtheholidayseason.Specifically,onlyninepercentofItalianconsumerssaidthattheywereplanningtospendmuchmorethanin2022.ReadmoreNote(s):Italy;August2023;8,000*;households;*Thesurveyincludedresponsesfrom8,000representativehouseholdsintheUnitedKingdom,UnitedStates,Canada,Australia,Germany,France,Italy,andSpain.Thesourceaskedrespondents"If[...]

ReadmoreSource(s):Auctane;PacklinkPRO;RetailEconomicsConsumerswhointendtocutbackonspendingduringholidayseasoninItalyin2022and2023SpendingcutbackintentionsonholidayseasoninItaly2022-202370%66%60%54%50%40%30%20%10%0%2022202327Description:In2023,thepercentageofconsumerswhoplannedtoreducetheirspendingonnon-foodgoodsduringtheholidayseasonincreasedwhencomparedto2022,whenitamountedtoabout54percent.

ReadmoreNote(s):Italy;August2023;8,000*;households;*Thesurveyincludedresponsesfrom8,000representativehouseholdsintheUnitedKingdom,UnitedStates,Canada,Australia,Germany,France,Italy,andSpain.Thesourceaskedrespondentsif[...]

ReadmoreSource(s):Auctane;PacklinkPRO;RetailEconomicsAveragebudgetforBlackFridayshoppinginItalypercapitain2022and2023(ineuros)AveragebudgetforBlackFridayshoppinginItaly2022-20233002562512502001501005002022202328Description:In2023,thebudgetforBlackFridayshoppingamongItalianconsumershasincreasedslightlycomparedtothepreviousyear,amountingtoaround256euros.ReadmoreNote(s):Italy;October5to15,2023;2,007respondents;18-64years;shoppersinItalywhohavepurchasedonlineatleastonceintheprevious6monthsSource(s):idealo;Kantar;TechBusinessAveragebudgetforBlackFridayshoppingamongItalianconsumersin2023,bygender(ineuros)AveragebudgetforBlackFridayinItaly2023,bygender300282250200150100502220MenWomen29Description:In2023,theaveragebudgetItalianmenintendedtospendduringBlackFridayamountedtoaround282euros.Inthesameyear,womeninItalyexpectedtospendslightlyless,about222euros.

ReadmoreNote(s):Italy;October5to15,2023;2,007respondents;18-64years;consumersinItalywhoboughtonlineatleastonceintheprevious6monthsSource(s):idealo;IlCorrieredellaSicurezza;KantarCHAPTER

04ShoppingchannelsOnlineretailsalesduringBlackFridayandCyberMondayinItalyfrom2018to2022(inbillioneuros)BlackFriday&CyberMondayonlinesalesinItaly2018-20222.52.01.521.81.51.311.00.50.02018201920202021202231Description:In2022,onlineretailsalesduringBlackFridayandCyberMondayamountedtotwobillioneurosinItaly,upfromthepreviousyears.In2018,onlinesaleswereworthonebillioneuros.

ReadmoreNote(s):Italy;2018to2022Source(s):OsservatoriDigitalInnovationHowareyougoingtoshopduringtheBlackFridaysales?ShoppingintentionsduringBlackFridayinItaly2023,bychannelDonotknow3%Onlineonly34%Bothonlineandoffline55%Offlineonly8%32Description:ThisstatisticpresentstheresultofasurveyaboutItalians'shoppingintentionsduringtheBlackFridayweekendin2023.Accordingtothedata,34percentofBlackFridayshoppersisgoingtopurchaseproductsorservicesexclu