How far away does the e-commerce euphoria of the Covid years seem! Black Friday sales on the home equipment market were then in good shape, driven by confinements, teleworking and the need to equip themselves at home. 2022 rings hollow, with its purchasing power crisis, its high inflation, its international tensions, its rising energy costs… According to the GFK firm, the French have spent 802 million euros on equipment for home during the week of Black Friday (November 21-27), down 1.9% from 2021. (The week considered here does not take into account Cyber Monday, which follows Black Friday and was held on November 28 this year.)
The figure provided at the end of 2021 by GFK was however quite different since it then stood at 784.2 million euros for the same week. Contacted by Digital, the analysis firm explains that the scope followed this year has changed compared to 2021. The cable-type accessories were then removed. They have since been reinstated.
Turnover in absolute values and at scope of identical products for the week of Black Friday since 2019:
Good dynamics for audio
If we look in detail, it is spending in the IT-office automation sector that shows the largest drop (-7%) followed by that of small household appliances (-3%). Consumer electronics and photography posted almost stable income (-0.3%). It is the worlds of telecoms (+1%) and large household appliances (+6%) that manage to hold their own best.
Another notable point, the e-commerce dynamic has been on hold for several months according to GFK, even if Black Friday remains a commercial operation linked to the online channel (39% of expenditure compared to 24% on average since January 2022). If we look at small household appliances, e-commerce generates 30% of revenue, compared to 35% in 2021.
Last lesson learned by GFK, the good dynamics of audio products during this Black Friday. Portable speakers posted an increase in sales of 28.8%, sound bars 25.2%. The photo is also doing quite well with photo lenses at +26%.
No trend, however, for refurbished and second-hand, which had nevertheless been identified as a fundamental dynamic by a survey carried out for GFK. At Christmas, one in two Internet users say they are ready to offer one or more second-hand gifts, according to this Toluna Harris Interactive study, carried out at the end of October. GFK, which does not yet include these figures, is starting slowly on this theme. However, the trend will be bullish, it is predicted internally. Appointment is made for the 2022 annual report of GFK which will take place at the end of January.