Like every year, Black Friday will be celebrated on the last Friday of November, this day dedicated to promotional operations. Enough to encourage consumers, whose purchasing power has fallen due to inflation, to look for good deals more than ever in preparation for November 24. But what levels of deterioration can we expect?
To get an idea, the online comparator Idealo analyzed the price movements made last year by e-tailers in different product categories.
Across the ten most popular item categories, average price drops, measured between October 2022 and November 25, 2022, were between 5 and 13%. Smartphones recorded the lowest average price reduction, 5%, the equivalent of 26 euros. Consumers got the best deals by treating themselves to running shoes with an average cost reduction of 14%, the equivalent of 17 euros.
The best offers on high-tech products.
A trend confirmed by Idealo data. In the technology sector, televisions and speakers recorded the most interesting drops, with respective reductions of 13% (i.e. 194 euros) and 11% (i.e. 34 euros).
As for connected watches, headphones and speakers, they were sold on average on Black Friday 2022, respectively, 25 euros cheaper (i.e. a reduction of 7%), 18 euros cheaper (i.e. a drop of 9%) and 34 euros cheaper (i.e. a drop of 11%) compared to the average prices for the month of October 2022. The average price of laptops fell by 10%.
Regarding household appliances, vacuum cleaners occupy third place in the ranking of product categories and recorded the largest drops, with an average price reduction of 10%.
Significant price drops in electric bicycles
In terms of value, the most interesting average price reductions are those of televisions, since buyers paid 194 euros per month on average. In laptops, the price drop reached 104 euros. Far behind, e-tailers offered vacuum cleaners 43 euros cheaper.
The good offers should also affect other types of products that do not belong to this top 10. This is the case of electric bicycles, whose average price fell by 12%, or 282 euros, on November 25, 2022 compared to October. 2022.
Hybrid cameras were also the subject of promotional offers, as their average price fell by 183 euros (a 10% drop) during the same period. The sound bars, for their part, were sold 45 euros cheaper on average, which is equivalent to a 9% discount.
Case-by-case arbitrations
But beyond the average prices that give an indication of the general trend, it is important to decide on a case-by-case basis for each item.
“Some products are not affected by this promotional period, including those for household appliances or high-tech products, and their best price remains stable or may even increase,” Romain Gavache also warns.
“Therefore, the promotion does not have this exceptional nature and it is very likely that the price will continue to drop from then on,” he continues.
You should also be wary of questionable communications from certain e-tailers during Black Friday. From May 2022, the omnibus directive However, it has tightened the communication conditions for online retailers about their promotional offers and requires them to take as a reference price the lowest price charged on their behalf during the last 30 days. “Despite this directive, there is still a lot of vagueness in the practices of e-tailers,” admits Romain Gavache.
Source: BFM TV
