What does Black Friday mean for Amazon and other local online retailers? And what about the Black Week, in general, in Germany, France and the UK? With the help of our Digital Life Board, we tracked the internet usage of a national representative sample (n=2000) in each of those three countries.

Simply put, Black Friday means for Amazon; “two-fold”.  in France, the number of visits on Black Friday, compared with an average day, increased by +102 %, in Germany by +61 % and in the UK by +85 %. Users seem to be happy with the Black Friday offers found on the local Amazon websites: The amount of purchases increased even more significantly than the number of visits: in France, by +115 %, in Germany by +113 % and in the UK even by +132 %.

Besides Amazon, the country-specific online retailers also profited from Black Friday; actually during the whole of Black Week. In each country, the usage of the websites of two local retailers was tracked: cdiscount.com (FR), fnac.com (FR), saturn.de (DE), mediamarkt.de (DE), argos.co.uk (UK), and boots.com (UK). All six retailers recorded a sharp increase in visits during the whole Black Week: the number of visits on fnac.com (FR) increased, regarding the whole Black Week, by +84 %, on argos.com.uk (UK) by +80 % and on mediamarkt.de (DE) by + 126 %.