Every fourth Finn starts buying Christmas presents on Black Friday
Single day, Black Friday and Cyber Monday are gradually strengthening their position on year-end shopping days. Black Friday and Cyber Monday, popular shopping days in the United States, have also changed the consumption behavior of Finnish Christmas shopping.
These purchase dates appear as spikes in sales figures, especially in online sales. According to a postal survey, Black Friday is the best known and most popular of these shopping days in Finland. The survey was conducted at the end of October and involved more than a thousand Finns.
“Christmas is the busiest time of the year for Posti. These new shopping days clearly show that buying Christmas presents starts earlier each year. Due to the exceptional COVID-19 era, more and more Christmas shopping has taken place online and Black Friday campaigns were particularly popular last year. The latest research proves this: Black Finns are familiar to us Finns – that’s when a lot is bought, especially in online stores, ”says Tommi Kässi, Posti’s major customers, Head of Parcel and Ecommerce.
Black Friday is the most famous in Finland: almost everyone knows it
Black Friday was invented in the United States, and this year it will be celebrated on Friday, November 26th. Worldwide, Chinese Singles Day is the most popular and has become the world’s largest e-commerce day. Singles Day is celebrated on Thursday 11.11. Cyber Monday is an online store discount day invented in 2005 and will be celebrated this year on Monday, November 29th.
The best-known seasonal shopping day in Finland is by far Black Friday: 94% of all respondents said they had made a purchase that day or knew the name of the day. A total of 97% of women and 91% of men knew Black Friday at least by name. About half of respondents (52%) knew the name Cyber Monday and Singles Day (46%).
Black Friday attracts Finns to shops: 30% of Finns said they bought several things on Black Friday last year. This was also felt in the Post: a record number of packages were sent during Black Friday week; a total of 1.5 million packages. Eight percent of respondents shopped on Cyber Monday and four percent on singles day. Black Friday offers were particularly attractive to shoppers aged 18-24 (42%) and 35-44 (42%). Cyber Monday was received more evenly in different age groups: most buyers were in the age groups of 18–24 (14%), 25–34 (13%) and 35–44 (16%). On single day, only a few purchases were made in different age groups.
Black Friday offers kick off the Christmas shopping season
Seasonal shopping days aroused interest in advance, and Black Friday in particular increased purchase intentions: almost half of respondents (44%) said they would read pre-offers before the day of purchase. Of all respondents, 12% and 7% said they were familiar with the pre-offers on Cyber Monday and Single Day.
Intentions to buy were distributed in the same way: 20% for Black Friday, 5% for Cyber Monday and 2% for single day. Black Friday offers attract the attention of shoppers aged 18-24 in particular, with 35% stating that they will take advantage of the offers on the day of purchase. 60% of 55-64 year olds said they would not buy anything on high-season shopping days. The offers bought goods both for the buyers themselves and for those close to them: about a quarter (26%) of respondents started buying Christmas presents on Black Friday, especially among 18-24 year olds (38%) and women. (29%).
Guide to Shopping Days for Online Shopping
Shopping days, especially Black Friday, focus on online shopping. Nearly half of respondents (45%) said they shop online mainly on Black Friday, Cyber Monday and Single Day. The younger the respondent, the more likely he or she is to go online: 70% of 18-24 year olds say they emphasize online shopping on shopping days.
The impact of the COVID-19 pandemic on e-commerce was particularly pronounced among women and young people: about one in four (24%) women and one in three (30%) young people aged 18-24 said that COVID-19 had changed their living conditions permanently. online shopping. Nearly a quarter (23%) of respondents aged 65 and over reported not shopping online.
The survey commissioned by Posti was conducted by IROResearch Oy’s nationwide consumer panel on October 19-27, 2021, and a total of 1,000 respondents participated.
Source: Suomen Posti