Key data and trends on the Black Friday in Italy.
We analyzed what happened during the last Black Friday in our domestic market, i.e. Italy.
Here are the main insights we collected:
Below is a detailed table by micro-category:
To answer, we analyzed the impact of Black Friday 2021 on an aggregate cluster of brand partners, heterogeneous by sector and type.
We selected the main KPIs to monitor and observed the change during the month of November.
During the Black Friday Week, compared to the trends of the previous weeks, all the indicators have increased significantly:
Similarly, traffic, sales and conversion rate were also accelerated in the Black Friday Week:
Black Friday is therefore confirmed to be the time of the year where most of the sales are concentrated.
We wanted to carry out the same analysis on a specific cluster of customers in the Fashion sector to see whether the KPIs were in line or not with the trends of the aggregate segment (overall).
In this case, the Black Friday phenomenon turned out to be even more relevant:
In the Fashion industry the impact of Black Friday was therefore greater and the trend remains positive even when comparing the first eleven months of 2021 with those of 2020.
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