Black Friday and Cyber ​​Monday shoppers grew 9%, mostly young women

Recently, AfterPay Insights conducted a holiday season consumer survey in several major European countries. After interviewing more than 105,000 consumers in the Netherlands, Germany, Norway and the United Kingdom, AfterPay Insights found that this year's Black Friday attracted at least twice as many consumers as Cyber ​​Monday, and the base of Black Friday and Cyber ​​Monday shoppers will increase by 7% to 9%.

At the same time, AfterPay Insights also compared the shopping intentions of consumers in different countries. The results show that Black Friday is the most attractive to German consumers. About 44% of German respondents said they planned to shop on Black Friday, while in Norway, the UK and the Netherlands, the proportions were 43%, 36% and 32% respectively.

The number of European consumers planning to shop on Cyber ​​Monday is significantly lower than that on Black Friday. According to data from AfterPay Insights, the proportion of consumers planning to shop on Cyber ​​Monday in Germany, Norway, the United Kingdom, and the Netherlands is 13%, 14%, 14%, and 7%, respectively.

Just as domestic consumers will participate in multiple promotional festivals such as Double 11 and Double 12, there will be a large overlap in the number of shoppers on Black Friday and Cyber ​​​​1 abroad. The survey shows that about 20%-30% of consumers plan to continue to buy discounted products on Cyber ​​​​1 after completing their shopping on Black Friday.

In addition, AfterPay Insights also analyzed the characteristics of consumers during the holiday shopping season. The results show that high-income young women are most loyal to the Black Friday and Cyber ​​Monday shopping festivals. Most of this group are between the ages of 18 and 39 , and most of them are housewives with children. Therefore, 54% of their total spending is done on e-commerce platforms.

The composition of new shoppers during Black Friday and Cyber ​​Monday is very similar to these loyal shoppers, with women dominating, but the average age is slightly higher. It is expected that the average age of new shoppers during Black Friday and Cyber ​​Monday will be around 44. 47% of their holiday spending will be done online, and 53 % will be done in offline physical stores.

The potential shoppers for Black Friday and Cyber ​​Monday are the oldest , with an average age of 51. A large portion of this group is retired, and it is the only group dominated by men . In terms of shopping habits, this group of consumers mostly choose to purchase in offline stores, and online spending accounts for only 39%.

In short, the number of Black Friday and Cyber ​​Monday shoppers will continue to grow this year. The shopping group is mainly women with children, and sellers can refer to this when conducting marketing activities.

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