Black Friday and Christmas: purchase intentions scrutinized by YouGov

Ahead of Black Friday and the end-of-year celebrations, the YouGov institute unveils two studies on the purchasing intentions of the French during these two periods which are favorable to purchases. The first study carried out from November 16 to 17, 2021 among 1,015 people is interested in Black Friday, which will be held tomorrow, Friday, November 26.
It shows that for 50% of French people, the sales push them to consume more. In addition, 20% of respondents say that if a brand they like participates in Black Friday, it positively impacts their purchasing decision.

At the same time, brands’ environmental commitment seems to be losing weight since only 44% of French people say that the eco-responsible criterion influences their choice, compared to 53% in 2020. Moreover, 51% think that Black Friday has a negative impact on the environment, vs. 57% in 2020. Similarly, 56% recognize that Black Friday is a source of waste. Finally, 34% of respondents say that Black Friday should disappear, compared to 40% in 2020.

As for Green Friday, which aims to raise awareness of the social and environmental issues of mass consumption, its notoriety remains stable at 10%. However, 22% of 18-24 year olds say they have heard of it, compared to 7% a year earlier. But while 69% of French people are in favor of this initiative, only 38% intend to support the movement.

Also in the register of purchases, the YouGov institute also signs a study on Christmas shopping commissioned by the specialist brand of new multimedia, refurbished and connected services Hubside.Store. From this study carried out from November 8 to 9, 2021 among 1,078 people, it emerges that 63% of French people say that Covid-19 has permanently changed their consumption habits for the end of the year celebrations: 23% are more vigilant towards with regard to their purchases because they have less means than before, 17% say they consume more locally and Made in France, 13% now buy more via the internet, and 10% buy more second-hand products.

Regarding purchasing power, 54% of French people plan to spend less money than last year on Christmas gifts. Only 14% will be able to increase this budget. Note that 57% of French people plan to spend less than 500 euros on a gift budget. To buy Christmas gifts, 72% of French people in total will make at least one Christmas purchase in physical outlets.

Regarding the types of gifts strictly speaking, tech products are popular with 54% of French people at Christmas. In detail, 20% prefer the purchase of a smartphone, 15% that of a computer, 12% that of a television and 11% that of a tablet.

However, faced with the prices of these multimedia products, the French do not hesitate to offer a refurbished device. 33% of respondents would buy a refurbished device to acquire a good model at a lower cost while 22% would do so to fight against waste and 19% because their purchasing power has fallen.

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