The French and Black Friday are a bit: “I love you, me neither“! The commercial event imported from across the Atlantic arouses many criticisms… which have never really prevented its success.
49% of French people believe that Black Friday allows them to get good deals, but 62% think that these are not real promotions*. In short, the French are interested, but lucid.
Traditionally, it is held on the last Friday of November, the 24th this year. Here’s how to take advantage of it.
*Source: OBSOCO, November 2022
1. I list my needs
To limit impulse purchases and unnecessary spending, make a list of what you’re looking for in advance (and stick to it). Sift it through these five questions from the so-called “KISSE” method: is it a Need? Immediate ? Do I already have something similar? What is its Origin? Will it really be useful? “Keep in mind that in France, Black Friday is an operation invented from scratch to encourage us to spend“underlines Olivier Gayraud of the consumer association Consumption, housing and living environment (CLCV).
2. I anticipate
Most traders apply their promotions from the start of the week preceding Black Friday (Black Week). “They are racing to start earlier and earlier, in order to capture consumers: sometimes the previous weekend, or even from the beginning of November.“, underlines Romain Gavache, director for France of the comparator Le Dénicheur. Be ready to find good deals as soon as possible! Comparators offer price alert tools: activate them if you are targeting a specific product. And if you you missed the boat, don’t give up: some e-retailers offer discounts the following Monday (Cyber Monday).
3. I select trusted sites
Periods like Black Friday are conducive to online scam attempts, warns the site Cybermalveillance.gouv.fr. Check the age of the e-retailer to avoid coming across an ephemeral site created for the occasion. Also remember to take delivery costs into account: if they are too high, they can nullify the interest of a promotion.
4. I know what to expect
The promotions are certainly more numerous for the occasion but they are not as amazing as advertised. The -60%, -70%… concern few articles of limited interest, or are even based on deception! Selling at a loss is only allowed during sales, so what can we really expect? On the occasion of Black Friday 2022, the CLCV association studied a panel of 230 equipment products. Only a third benefited from a promotion: their average reduction was 17% compared to prices a month earlier. The strongest reductions mainly concern the categories of objects where the competition is the strongest : “For example, smartphones, headphones, portable speakers, etc. They make good flagship products that sites promote during Black Friday.“, assures Romain Gavache.
5. I compare prices, and nothing else
Don’t pay attention to discount rates. “An item displayed at -50% by a merchant may, in the end, be more expensive than the same item displayed at only -30% by a competitor: it all depends on the starting price“warns Olivier Gayraud of the CLCV. The only thing that matters is the final price offered. This also avoids being fooled by excessively inflating the starting prices used to calculate the reduction. In principle, traders must use the lowest price charged during the previous thirty days. But many sites use other references, in order to give the illusion of greater reductions.
6. I consult price histories
To get an idea of the value of an offer, take advantage of comparators offering price evolution curves (The scout, Idealo, CamelCamelCamel for prices on Amazon…). If the price offered has in fact been commonly charged elsewhere for months, this removes any urgency from the purchase! Comparators offer these historical prices for digital or home devices, and sometimes also for certain clothing and fashion accessories (bags, sunglasses, etc.). They are all the more valuable because, to attract attention, many sellers compare their prices to the manufacturer’s recommended retail prices: “However, when set at the launch of the product, it is often obsolete.warns Romain Gavache.
7. I check the return conditions
If you purchase too quickly, you can change your mind for orders made online: the withdrawal period is 14 days. But be careful, the return costs may be your responsibility: think about this if it is a heavy or bulky item. In store, return and refund options are at the discretion of the brand. So check the house policy before succumbing.
Green Friday, the more responsible alternative
Consume less, consume better. This is the motto of Green Friday which, every year for the past seven years, has intended to take the opposite view of Black Friday. Participating structures organize awareness-raising actions on responsible consumption. They undertake to not to practice promotions on the famous Friday and to donate 10% of their turnover of the day to associations. Among the founding members, Envie (sale of reconditioned household appliances), Emmaüs, and Altermundi (fair trade products).
Read also :
⋙ Vinted, closet clearance…: 5 online sellers give us their advice to avoid being fooled
⋙ Compulsive buying: 3 questions to ask yourself before buying clothing
⋙ Converse sneakers: no need to wait for Black Friday to grab this iconic pair at -50%