Black Friday 2024: confirmed success of marketplaces and marked enthusiasm among seniors

This edition of the barometer survey highlights the French public’s continuing interest in this commercial event. With a 13% increase in purchases and an average basket of 66 euros, Black Week 2024 attracted a new wave of consumers. While e-commerce, driven by online marketplaces, accounted for one in three purchases this year, physical stores also put up a good performance, capturing 4 out of 5 purchases by senior citizens.

An unmissable event now firmly rooted in the retail calendar

The week of Black Friday 2024 attracted new consumers, whose numbers rose by 8%. More than one in four purchases was made on Friday, November 29, 2024, the official day of Black Friday (exactly the same trend as in 2023).
This surge in spending by the French testifies to their growing craze for bargains in the run-up to the festive season. This Black Friday 2024 even surpassed 2024 winter sales in terms of the average shopping basket, rising from 62 euros to 66 euros.

Online marketplaces, the big winners this year

E-commerce was the undisputedly chief vector for spending during Black Week 2024: more than one in three purchases was made online, compared with one in five for the rest of the year. With an average shopping basket worth 81 euros (compared with 57 euros in physical stores), e-commerce benefited from personalized recommendations and attractive promotions that encouraged consumers to spend more.
Online marketplaces, the iconic e-commerce platforms, even recorded a spectacular 40% increase in purchases, supported by a 30% growth in customers.

Good performance in physical stores, too

Physical retail outlets recorded a 14% increase in spending, attracting 9% new customers during Black Week
The non-food discount and beauty and cosmetics sectors, which are highly developed in physical stores, provide a perfect illustration of this trend, with increases in purchases of 27% and 25% respectively.

An event embraced by senior citizens

During Black Week 2024, the over-65s were more numerous (13% increase in the number of consumers) and made more purchases overall (+17%) than in 2023. These consumers are more likely to turn to physical stores, which accounted for 4 out of 5 purchases. This year, the No1 most popular sector for their purchases was DIY and home furnishings.

The 10 key sectors included in the survey:

• Ready-to-wear (including fast fashion and sports equipment)
• Footwear
• Jewelry & watches
• DIY & home furnishings
• Electronics & household appliances
• Non-food discount
• Tourism (airlines, travel agencies & hotels)
• Beauty & cosmetics
• Video games
• Online marketplaces