Black Friday: sales on the rise, fashion and luxury “big winners”… the results of the 2023 edition

The annual m of consumption has borne fruit. The 2023 edition of Black Friday was marked by a clear increase in sales in Europe and the United States, marketing specialists said on Wednesday. Internet sales increased by an average of 12.3% compared to 2022, with more than 1.5 billion transactions recorded in Europe among some 7,200 brands and distributors, according to an analysis by the French online advertising specialist Criteo.

In France, online sales increased by 7% compared to last year. In the rest of Europe, Black Friday was also in good shape despite a sometimes complicated economic situation: Germany posted 12% additional sales over one year, followed by the United Kingdom (+ 5%). , again according to Criteo. Outside of Europe, in the United States, where this commercial operation was born, transactions increased by 9%.

More dynamic sales on weekends

If sales for the first half-day of Friday November 24 proved less satisfactory than in 2022 on the European continent, according to panelist NielsenIQ – down 3% in France for online sales – they were on the other hand dynamic for physical stores during the Black Friday weekend.

According to Criteo, fashion and luxury were “the big winners” of Black Friday, with the two sectors seeing the highest increase in transactions worldwide compared to 2022, at 17.6%.

“Due to the economic situation, the forecast for Black Friday was more mixed this year,” recalled Criteo’s executive director of commerce for the Europe, Middle East and Africa region, Marc Fischli. Thus, according to him, these results show “that competitive promotions remain the best lever to attract consumers”.

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