Black Friday: Portuguese plan to spend 8% less this year compared to 2023.

Study indicates that Portuguese people will spend less this year on Black Friday.

According to a study by NetSonda, as explained by Notícias ao Minuto, 90% of Portuguese people are interested in shopping on Black Friday, especially those aged between 25 and 34 years old.

Consumers plan to spend around 330 euros, a reduction of 8% compared to 2023. However, although 31% predict spending more, about 81% of online shopping carts end up being abandoned.

"Although each retailer has a specific calendar for this sales period, the official dates of Black Friday and Cyber Monday are November 29th and December 2nd, respectively, that is, the Friday and Monday after Thanksgiving. This commercial date, which originated in the USA in the 60s, has become popular globally and, every year, more people buy products during this time," can be read in Notícias ao Minuto citing a statement from Webloyalty."

The most prominent categories for Black Friday purchases were technology (54%), followed by fashion and accessories (38%), appliances (36%), and books (33%).

Regarding the abandonment rate (expected to be 81% this year), Webloyalty experts indicate that it may be a phenomenon justified by factors such as "exhaustive price comparison due to the large number of offers available; finding payment problems, with long processes, multiple clicks, or even lack of payment methods options and system errors; high shipping costs; long delivery times; and lack of information, which creates a sense of insecurity and cart abandonment."

Retailers have a unique opportunity on Black Friday to attract new customers. To do this, they must prepare in advance for the campaign, to successfully handle the expected increase in traffic and sales at this time. It is also important for them to take actions that allow them to be the first to capture the attention of consumers, as well as to segment customers to offer each one the most appropriate 'deal', considered Webloyalty's leader Eduardo Esparza, as read on the news site.

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