Black Friday is not only the day after Thanksgiving, but also traditionally the kick-off day for the Christmas shopping season. However, Black Friday isn’t merely a U.S. phenomenon. In fact, European retailers have implemented the idea of heavy discounts in hopes of higher sales volumes. Notably, Germany is the country on which Black Friday discounts have the lowest impact. During the last years, the concept of Black Friday has been extended to sectors as diverse as fashion, banking and tourism, however, the most successful one is still the sector of consumer electronics. But how do this kind of aggressive promotions affect specific lifestyles like those of runners in different countries?
Epinium, the leading company for market research based on Big Data, did an interesting market study analysing the impact of 2017’s Black Friday edition on the running gear market of the main ecommerce markets in Europe: France, Germany, Italy, Spain, and United Kingdom.
Epinium’s SaaS platform Epinium Analytics monitored nearly 2,000 products from 4 different categories of running gadgets: sports watches with GPS, sports headphones, armbands for smartphones and hydration packs.
In Germany, Black Friday has the lowest impact on the yearly total sales and Germans were least influenced by promotions
According to Epinium’s study, in Germany, Black Friday had the lowest impact on the yearly total sales compared with the other countries, that is, less than 4,5% sales increase during the Black Week. In Spain Black Friday sales represented 6% of the yearly total sales. Additionally, German runners were least influenced by Black Friday discounts, that is, during the promotion period, they spend on average more or less the same than before/after promotions. In comparison, Spanish runners were most influenced by promotions spending 37% more, as they tended to buy more expensive products than they used to buy. They are followed by French runners, who spent 15% more.Italian runners are the only ones, who have really saved money thanks to Black Friday discounts. They saved 18%, because they continued buying the same products, but at cheaper prices.
In the case of Spain, the difference in the equipment of the runner were due to the sports watch with GPS. It is the country where the highest percentage of runners has one, unlike in Germany where there is a large percentage of runners who use the smartphone to track their workouts. Also, Spanish runners were the ones who spend more money on this type of product. Before Black Friday, the Spanish runner chose the Polar M400 with a price tag of 135€, which was reduced to 97€ on Amazon during Black Friday. In spite of that heavy discount during the promotion period, Spanish runners then chose the Garmin Forerunner 235 that cost between 219€ and 234€, but was then reduced to 118 € by Amazon and Media Markt.
On the contrary, German runners kept on buying the Garmin Vivosmart HR for 110€ although it didn’t have any discount during the promotion period.
German runners spent the most money on sports headphones compared to runners in the other countries. While Spanish runners are satisfied with the Sony Walkman NW-WS413L headphones on offer during Black Friday for 70€, German runners chose the Jaybird Freedom 2 that could be purchased for 103€ on Amazon.de during the promotion period.
In summary, German runners rank second in terms of average spending on the complete running equipment. However, similar to British runners, they didn’t buy their running gear cheaper than before the promotion period. Spanish and French runners spent on average even more on running gear during the Black Week than before. Italian runners were the only ones taking advantage of the heavy discounts buying their running gear cheaper than before.
The results of the study done by Epinium show how consumers reacted differently to the latest Black Friday offers based on their country of origin and their habits.