Sitecore Survey – More than half of Greeks plan to shop on Black Friday

More than half of Greek consumers (59%) intend to shop during the Black Friday period, according to a survey (Holiday Shopping Trends 2021) by Sitecore.

In particular, the majority of consumers say they will take advantage of Black Friday to make Christmas shopping. Among those who say they intend to shop, 41% of consumers said they would combine online and offline shopping with the younger ones slightly favoring online shopping (45%). However, there was an 18% who said they were not going to shop on Black Friday, with the three main reasons behind such a decision being that the day has become synonymous with the culture of overconsumption and that it seems outdated, that it does not now offers good deals and that attracts too many people.

Read also: Consumer Ombudsman – Recommendations to postal providers in view of Black Friday and Cyber ​​Monday

Shopping categories

In terms of shopping categories, with the exception of travel and games, where 54% and 37% respectively say they will go online, the majority of purchases for entertainment services (45%), clothing (41%), beauty (43%) %), food and drink (69%) will take place with a visit to a store, showing a shift of consumers to the physical markets after the restrictions imposed by the pandemic in the country. In addition, a large percentage of consumers (65%) stated that they prioritize discounts and offers when shopping online, while almost half of consumers (45%) say they are looking for offers given exclusively to members of loyalty programs.

On the other hand, older consumers place more emphasis on discounted products. Finally, a significant percentage of younger people intend to make their purchases through video calling (18%), focusing on limited edition products (26%), but also services that the whole family can enjoy (20%).

Apart from the consumer habits of the Greeks in relation to Black Friday, Sitecore’s research also focuses on how consumers intend to spend this year’s holidays. The findings show that more than half of Greeks (52%) plan to start the celebrations earlier than other years and to celebrate more with visits to loved ones’ homes (23%) and day trips (20%), while generation Z, at a rate of 31%, gives priority to parties with friends.