Dominique Petruzzi
Research expert covering Cosmetics, Personal Care, Health & Hygiene industries.
Starting as the busiest shopping day of the year in the United States on the Friday after Thanksgiving, Black Friday has become one of the best-known shopping holidays in the world. In many countries, for example, a large share of shoppers stated that they intended to make purchases during November shopping events in 2023. Though the shopping event continues to be more important to North Americans, other countries also saw considerable interest in Black Friday. For instance, in 2022, 41 percent of Gen Z consumers in France were sure they were going to shop during Black Friday week.
Black Friday in Italy
According to a survey conducted in April 2023, nearly 80 percent of Italians intended to shop during Black Friday, while about 60 percent were planning to shop on Cyber Monday. That same year, consumer electronics was the most sought-after product category in the country during the shopping event. As a matter of fact, approximately 74 percent of surveyed men said that they wanted to purchase consumer electronics and home appliances on Black Friday. Among the brands that Italian shoppers associated the most with Black Friday were Amazon, and leading retailers MediaWorld and Unieuro.Shopping behavior and intentions
As e-commerce grows in popularity all over the world, consumers in Italy appear to be leaning more and more toward online shopping. More specifically, as of 2023, over 70 percent of Italians planned to do their Black Friday shopping online only. However, there are also consumers in Italy who do not plan on purchasing any item during this shopping event: one of the main reasons for this is that they do not believe it is a real occasion to save money, while others are planning to save money and/or reducing their expenses. In fact, the percentage of Italians who intend to cut back on spending during the 2023 holiday season has increased compared to the previous year.
