Interest in Black Friday in Belarus, but the end of November is still “hot” for e-commerce

Experts from
picodi.com analyzed the search statistics for discount offers on Black Friday in Belarus and the world, as well as sales statistics on certain days and hours of Black Friday and Black Week.

One of the main conclusions of the study is that Belarus is among the countries that have been seriously hit by the interests of Black Friday over the past 3 years. To check how the interest in sales has changed during this period, the experts used data from the Google Trends platform, taking the pre-pandemic year 2019 as a starting point. In most countries, the arrival rate associated with Black Friday has decreased. In the interest of buyers fell by 49% (in 2021 compared to 2019). The authors of the study noted that this is likely due not only to the pandemic and instability, but also to the excessive use of the terms “Black Friday” and “Black Week” for any sales, except for the main ones at the end of November.

On average, global buyer interest has fallen by 43% compared to 2019. In Russia, the situation is even worse than in our country – there is minus 58%, in Turkey – minus 81%, in Poland – minus 54%. However, there are weeks in which, despite the pandemic, buyers were looking for promotions and discounts on Black even more often. These are Chile (+33%), Japan (+22) and Finland (+1%).

At the same time, the end of November remains one of the hottest periods in Belarusian e-commerce, when the sales volume exceeds almost 2 times compared to a normal day. So, on November 26, 2021, sales increased by 86%, and on the other days of this Black Friday week, this figure ranged from 2% to 45%.

Belarusians who participated in the sales at the end of November last year were the most active in buying home and garden goods, electronics and household appliances, cosmetics, orders and food delivery orders. At the same time, the average check amounted to 312 rubles, and the amount of the discount received was 33%, which allows the buyer to save 153 rubles.

The purchasing activity of Belarusians during the day was also analyzed. Our compatriots in the general mass belong to the evening buyers: peak values ​​in online stores fall on the interval from 18.00 to 21.00.

Data on interest in Black Friday sales with the Google Trends platform. Figures for sales growth, top selling items, and average purchase value and discounts on Picodi.com platform statistics are for the period November 22-28, 2021.