Together with impact&emotions, we investigated whether purchases made on Black Friday influence Christmas sales in general.

Using our Digital Life Board, the internet usage of a selected target group was tracked and then combined with further sociodemographic data in order to get a precise picture on the shopping behaviour of a defined target group.

More than 5,7 million page views have been recorded over a period of 3 months in the UK, Germany and France. What did we find out? In all three countries, online purchases increased sharply on Black Friday; in some areas almost 2,5-fold.

Classic websites such as amazon and fashion online-shops rank top of the most visited websites in all countries – except for Germany, where mydealz is the most popular website with regard to Black Friday sales.

Despite the success of Black Friday, the sales in the run up to Christmas and after are not affected and a cannibalization effect has not been observed. So, both shoppers and retailers can look forward to this shopping event!