As Black Friday approaches, it has gained significant traction among Dutch consumers, with a growing number opting to delay purchases until this discount period. According to a report from Overstappen.nl, approximately one-third of shoppers in the Netherlands are waiting for Black Friday or Cyber Monday to make their purchases.
While Black Friday officially falls on November 29, many retailers have extended their deals throughout November, creating a month-long shopping extravaganza. Research indicates that younger consumers, particularly those aged 18 to 34, are the most likely to participate, with 58% of this demographic waiting for sales.
The trend diminishes with age; only 32% of those aged 35 to 54 and 12% of individuals aged 55 and older plan to wait for discounts. ABN Amro's survey corroborates these findings, revealing that 80% of Gen Z shoppers took advantage of Black Friday deals in 2023, contrasted with just 7% of Baby Boomers.
Popular categories for purchases during this period include clothing, shoes, and electronics, with women favoring fashion and men leaning towards tech gadgets. Household appliances also see a 20% share of purchases, while furniture accounts for a mere 5%.
Interestingly, Black Friday is not limited to physical goods; many consumers are also switching to more affordable internet and television providers, attracted by enticing discounts. Jean-Paul Würsten from Overstappen.nl noted that the event has become an appealing time for such changes.
The Dutch Payments Association reported a 5% increase in debit card transactions during the four days surrounding Black Friday last year, totaling 66.5 million transactions and generating approximately €1.86 billion in revenue.
Public sentiment towards Black Friday is evolving, with 30% of respondents viewing it positively, up from 18% in 2022. However, 32% still express discontent with the concept, although this figure has decreased from 47% two years prior. Notably, nearly half of those who dislike the event still anticipate making a purchase, reflecting a complex relationship with consumerism during this promotional period.