Black Friday & Cyber Monday
Nothing is normal this year. This also goes for the most popular discount events of the year, Black Friday and Cyber Monday, which took place on 27 November and 30 November respectively. Christmas sales therefore achieved new record revenues in German online retail.
This is especially demonstrated by the figures from our core sectors of fashion and cosmetics which profited the most. Here we saw a revenue increase of an incredible 240 percent on Black Friday compared to a “normal” Friday without a discount campaign. While fewer orders were recorded on Cyber Monday, revenues were even higher with an increase of 254.4 percent. In other words, Cyber Monday was more successful overall than Black Friday in terms of the revenues generated. The discount spin-off outdid its big brother – who’d have guessed that?
Goods value from fashion purchases falls
Since the outbreak of the coronavirus pandemic, sales of household appliances, consumer electronics, and home office equipment have risen significantly. At the same time, clothing is still very much a popular core sector. While Germans splashed out on fashion items this Black Friday, per purchase they actually spent a little less on clothes and shoes than in the previous year. The average value of a shopping basket amounted to around 100 euros in the fashion sector, down from 124 euros in 2019. This year, the international shopping basket value amounted to 110 euros on average – six euros fewer than in the previous year. Germans therefore lie below the international average, so the situation has reversed compared to 2019. By contrast, the picture in the cosmetics sector is more positive. There, the shopping basket value rose from 58 euros to 64 euros and lies above the international average of around 55 euros. This is also a surprise in this extraordinary year.