This year, 61 % retail chains in the Czech Republic participated in the Black Friday discount event. This follows from research by the consulting company Acomware. Most often, people can purchase a part of the assortment where the average discount is around 50 %. Almost a third of sellers provide a discount on the entire purchase. Most offers don't end until Sunday.
The popularity of Black Friday among Czech retailers is growing every year. "Of the approximately 160 largest retail chains that we monitor as part of our research, 20 % more participated in Black Friday year-on-year," says David Vurma, CEO of consulting company Acomware. In total, people will receive a discount or other benefit, such as free shipping, at approximately 6 domestic merchants out of 10.
They can buy mainly household equipment, electronics, clothes, shoes or sports goods more advantageously. On the contrary, only exceptionally do discounts apply to food, drugstores or medicines. "By far the most popular among sellers is a discount on part of the assortment or selected categories of goods. It is provided by roughly 70 % of the investigated chains,” says Vurma. The average discount that sellers advertise on selected goods is 50 %. For electronics, even 66 %. "I recommend that customers check discounts by, for example, comparing the price of the same item in other stores. It doesn't always have to be profitable to buy today." thinks Vurma.
Approximately 30 % stores decided to offer a discount on the entire purchase this year. In most cases, they are sellers of clothes, shoes, cosmetics or sporting goods. The amount of the discount is most often between 20 and 30 %. "An example of a favorable offer is Yves Rocher, where the amount of the discount is 50 % for the entire purchase. There are also cases where a retailer uses Black Friday for good causes. DM drugstore does not provide discounts to customers, but donates 5 % of sales to homes for the elderly." explains Vurma.
This year's Black Friday also saw 70 % retailers launch their promotions earlier or later this week. Similarly, the term in which discount incentives end also varies. "At 60 % stores, it is possible to buy more advantageously until Sunday, December 1, so customers do not have to rush anything," concludes Vurma.
Kamil Gric
+420 737 289 527
Acomware is a specialized consulting company for e-commerce and digital marketing. Since 2002, he has been helping companies achieve the best possible results in his environment. It increases sales, builds new brands or improves customer care. The company's services are used by retail chains, e-shops and manufacturing companies.
The Czech e-commerce scene is a home for Acomware, which it is actively trying to develop and cultivate. He participates in the development and implementation of new tools and technologies, trains experts and enthusiasts. On the website www.acomware.cz publishes unique research and studies. He is the organizer of the Performance 2020, Emailing 2020 conferences and the Eshopista discussion cycle.
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