Like the Christmas campaign or the summer sales, Black Friday has become one of those key dates in the calendar for brands, which is reflected in the browsing behavior of Internet users in Spain. Without a doubt, one can speak of the ‘Black Friday effect’ on sites of retailersdate on which the consultancy GfK has recorded 20% more users only on November 25 with respect to the same day of the previous week (a Friday in which, in addition, there were already promotions of numerous brands).
This is demonstrated by the data from GfK DAMofficial meter of digital consumption in Spain, after having analyzed the traffic of the main retailers technology, fashion and department stores, as well as pure players during the week of Black Friday (between November 21 and 27) and in the weeks prior to this date. In fact, not only his own black Friday registers large volumes of traffic, but rather the whole week in general, since many brands start their promotions days before, attracting 11% more visitors than the previous week.
The unbeatable throne of Amazon, the king of retail
The shadow of the giants e-commerce is long, and this does not change in celebrations like Black Friday, where Amazon continues to lead in terms of traffic and how if you reference for many buyers. In fact, during Black Friday it experienced a 30% growth in the number of unique users, compared to the previous Friday.
When analyzing the week as a whole, the truth is that the levels of traffic continue to be high and, in general, the week of Black Friday attracted almost 7% of Internet users than the previous week, which once again testifies to how this promotion is already It is not only concentrated on Friday itself, but it is dosing and extending the interest of consumers over time.
The sites fashionable, the ones that grow the most on Black Friday
However, despite the fact that Amazon leads in absolute terms, there are other sectors that experienced higher percentage growth in their traffic on November 25.
On the one hand, large stores stand out, in which users can purchase products from multiple categories, such as Carrefour, which on Black Friday saw its traffic increase by more than 40% compared to the previous Friday.
Something similar happened on electronics and technology websites, such as Media Markt, which touched an increase of 70% in unique users, and PcComponentes with 60% more visitors.
But, without a doubt, if there is a category that stands out, it is fashion and textiles, seeing soaring visits to its sites. For example, Zara received more than 230% additional visitors during Black Friday compared to the previous Friday. The Spanish brand generated great interest from users throughout the week, registering 60% more traffic than the previous week and 90% more than the second week of November.
Similarly, other brands such as H&M also exceeded traffic by 118% on November 25, proving to be a great attraction for Internet users interested in buying clothing, shoes and fashion items. In fact, the entire week itself got great data, with almost 50% more visitors than the week before.
In short, this is a date that is very present in the digital habits of Spaniards, who not only limit their visits to Black Friday itself, but also in the days before and after, something that, without a doubt, brands must take into account in their commercial and advertising strategies.