The mixed results of “Black Friday” 2021

Dfor several years, Black Friday has been emulated in France. A commercial tradition born in the United States, this event takes place the Friday following Thanksgiving, to begin the month before Christmas. A period conducive to gifts to slip under the tree, synonymous with promotions of all kinds. That said, this 2021 edition, organized on Friday, November 26, has obviously not repeated the considerable success of the previous year, marked by the reopening of post-containment businesses.

As relate The echoes, sales on e-commerce sites fell by 32% in one year. However, Black Friday 2021 would in reality have rebalanced its exceptional balance sheet for 2020. “We are on a real return to normal,” Criteo, digital advertising specialist, explained to the newspaper, specifying that the results of the last year amounted to 32% growth. In terms of physical stores, revenues are not flourishing: according to the Alliance du commerce, sales have fallen by 23% compared to 2019.

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An ecological awareness

What happened to make this 2021 edition so mixed? A priori, the health crisis is not unrelated to a certain drop in footfall in stores. The spread of the Omicron variant raises fears of a strong epidemic resumption in France, while the executive has announced new health measures. Also, the explanation could come from a certain environmental awareness concerning this great promotional fair, accused of promoting “an image of overconsumption less and less promising”, according to the analysis of Frank Hoët, vice-president of the Clothing Federation, interviewed by our colleagues from Figaro

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Mark Holland

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