The Evolution of Black Friday in Spain
Black Friday has become a significant sales event in Spain, with a notable growth rate over the past four years. However, the latest data from LogiCommerce indicates a slowdown in growth, with a 5% increase in revenue for 2024, compared to a 36% growth in 2023.
Key Findings
- A significant increase in loyalty, with 69% of recurring users
- A 31% increase in new users during the Black Friday month
- A 25% growth in recurring users over the past four years
According to MÃ rius Rossell, CEO and Founder of LogiCommerce, “Black Friday has transformed from a date focused on impulse buying to a strategic opportunity for brands to build customer loyalty and establish a stronger connection with them.”
Loyalty as a Sales Strategy
While Black Friday has established itself as a crucial sales date, the latest campaign results show a slower growth pace. The data analyzed by LogiCommerce reveals a 25% growth in recurring users since 2020 and a 9% growth compared to 2023.
Businesses that opted for Black Friday registered a 30% increase in new users, who have the potential to become regular customers thanks to loyalty strategies implemented by brands.
Device Preferences and Purchasing Trends
The computer remains the preferred device for purchases, with 69% of use compared to 40% of mobile devices. However, purchases made on the same day of Black Friday show a growing trend, with a 14% increase compared to the previous year.
The evolution of Black Friday has transformed impulsive purchases into more reflective decisions, as reflected in the LogiCommerce data.