Inflation slows but the purchasing power of the French is still at half mast. This year, according to the fourth OpinionWay barometer for Bonial – an application which lists offers from promotional catalogs of large stores -, the budget of buyers devoted to Black Friday good deals will in fact be lower than in previous years, with a basket average of 388 euros among consumers who plan to make purchases on this occasion (compared to 416 euros in 2023 and 398 euros in 2022).
“There remains a significant part of French people who have difficulty making ends meetanalyzes Laurent Landel, the president of Bonial. This year there is a form of renunciation which we see very clearly in the intentions of pleasure purchases. Unlike usual, where electronic products like flat screens are a hit, they are underperforming this year. »
79% to buy their Christmas gifts
According to the barometer, buyers are instead considering useful and less expensive purchases such as clothing (45% of them), hygiene and beauty products (28%) or household appliances (28%). Toys come in fourth place (26%). “These categories are indicative of a society that is tightening its belt,” he continues. Among consumers, 79% of those planning purchases on Black Friday want to buy all or part of their Christmas gifts, for example. This shows the desire to make good deals, to spread out expenses and to reduce the final bill. end of year celebrations. »
No surprise therefore, according to the president of Bonial, that a hypermarket brand is positioned this year in the podium of sites favored by consumers to make their “Black Friday” shopping. After Amazon, in the lead, then Fnac Darty, the French people surveyed announced that they intended to do their Black Friday shopping at Leclerc. Last year, Decathlon took third place in the top three.
“Leclerc has embodied this DNA of aggressive prices since its creation, and consumers know it well,” explains Laurent Landel. The massive network of the brand, with more than 600 hypermarkets in France, and its different concepts of cultural, sporting or animal spaces are increasingly visible. »