TECHNOLOGY

A declining Black Friday for tech (-1.3%)

An expected decline, albeit a slight one. This is what the technological product market recorded in the week of Black Friday 2022, in which they were in any case well spent 492 million euros.

The week of Black Friday (from 21 to 27 November 2022) recorded, according to the surveys carried out by GfK on the Panel Weekly, a figure of‘1,3% for the most important categories of the Consumer Technology market (including TVs, PCs, Smartphones, Tablets, Refrigerators, Washing Machines, Vacuum Cleaners, Printers, etc.).

Compared to the turnover of average week referring to the last year, there was an increase of +125%.

The growth of the online channel

Comparing the 2022 figure with Black Friday 2019, the market value is increased by +2% thus highlighting a good performance compared to the pre-pandemic period

Above all, it grows online channel (+9%)while they slow down i traditional outlets (-7%). For the week of Black Friday, the internet sales contribute to 37% of total turnover.

The sub-funds that obtained the best performance were theHome Comfort (+14%)il Small Appliance (+12%)followed from IT and Office (+4%) and from Telephone (+4%).

Looking at the three most important categories in terms of turnover, the Smartphone (+4%)while they are down on last year i Laptops (-4%) and TVs (-17%); for the latter it is necessary to recall the strong positive results of last year favored by the switch-off. If we excluded this category from the product scope, the market would register a positive figure.

Products who have registered the more significant growthcompared to Black Friday 2021, were the Mediatablets (+44%). Also very positive Air conditioners (+34%) eh Microwave Ovens (+26%) whose sales are linked to savings on domestic gas consumption.

The impact of promotional activities in the week of Black Friday it returned to growth compared to the last few years, reaching 41% of the volumes sold with a price cut of at least 15%.

The most important week of the year therefore shows encouraging signs for the Christmas season which will soon begin.

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