Understanding the Black Friday consumer is key to defining our eCommerce strategies for these dates. Therefore in OpenInsightsDivision of Fintonic specializing in the analysis of bank transaction data, You studied more than 200,000 Amazon and El Corte Inglés consumer transactions carried out during the 2022 campaign.
Key conclusions drawn from the study include, andThe average amount of purchases we make on major platforms on Black Friday is low, which suggests that we do not use these dates to invest in high-priced items. You saw that too Every third payment to wholesalers was less than 25 euros.
The Purchases over 100 euros They represent a smaller percentage. In the case of Amazon are synonymous with 20% of the total volumel, while for El Corte Inglés accounts for 26%. For purchases of the highest value, purchases over 200 euros are reduced to 8% on Amazon and 11% on El Corte Inglés.
The decline in larger purchases is also evident in comparison to the rest of November. During this period, 37% of purchases on Amazon were for an amount of more than 100 euros. In El Corte Inglés they made up 32%.
“Although the Black Friday period represents a high volume of sales for many companies, this analysis shows that users’ average ticket price is significantly lower due to more impulsive purchases and searches for discounts.“, It says Iker de los Ríos, General Director of OpenInsights, division of Fintonic specializes in analyzing bank transaction data.