First Black Friday deals kick off consumer’s biggest quarter of the year

There are still almost three weeks left before the party starts, but in a trend that is starting to become common, most of the participants have everything ready, many have started doing previews to warm up their engines, and there are already some who have even started dancing. Black Friday 2024, morphed into more of a Black Month, has already begun, meaning the biggest consumer quarter of the year has officially begun. One that is expected to be especially sweet.

In recent years, in the context of a very unfavorable macroeconomic context and unfavorable weather, large operators have noted with great dignity that they have stood this bet. AND selling much more than they expected given the rising prices of the product they sell, but also the large number of fixed costs that the consumer has to face. On the other hand, this autumn 2024 the inflation crisis is considered to be over, since its level is less than 2%, wages (at least those agreed in the collective agreement) increased by 3% until September, and Consumer Confidence Index

(ICC), an indicator that produces Center for Sociological Research (CIS) to try to predict whether the Spanish population is willing to spend money or not, it is in a much better position than a year ago (+7.6%).

In fact, Spain’s current economic growth is largely due to rising private spending. If we add to this the temperature is much more in line with the time of year and more in line with what is displayed in clothing store windowsthe setting seems perfect.

First trial by fire

The first big test will be Black Friday. This is the trade event that attracts the largest crowd. This season is known as the “golden quarter”. (due to how much money is spent between Black Friday, Christmas campaign and winter sales). According to the annual barometer published by KPMG and Appinio, 70% of Spanish consumers plan to buy something in the week leading up to November 29th.When is Black Friday officially celebrated?

This percentage is slightly lower than the 74% in 2023, although it also suggests that People are in a more comfortable economic situation and will be a little less reliant on this first round of discounts to promote Christmas shopping.. In fact, purchase intent in the days leading up to the holidays increased by a couple of tenths year over year (from 51% to 53%). In any case, Black Friday continues to be a favorite event and A report by KPMG and Appinio this year puts average spending per person at around €345..

Major beneficiaries

Large operators will receive the greatest profits. English court has already launched its first Black Friday discounts this week, coinciding with Singles’ Day, the most important consumer event of the year in China, which was celebrated yesterday November 11th. Media Markt same. PC componentssame. FNAK Preview began on October 28th. And yesterday Amazon took the first step to warming up its engines. The e-commerce giant, one of the protagonists of this trade event, announced that will activate offers starting at midnight on Thursday, November 21, meaning the promotion will start a day earlier than usual.

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There’s one final sign that companies are expecting a lot of activity these days: Infojobs registered 47% more preventive vacancies than last yearwith purchasing, logistics and warehouse positions in front.

In Catalonia, Comertia, Catalan association of family businesses engaged in trade.put the numbers on this optimism. After October, which brought the highest sales growth of the year (+9.2%), Most of her colleagues are convinced that Black Friday will work and bills will be the same as in 2023, but a quarter are betting on a “very good campaign, with sales and margins increasing.”. 15% believe that they will sell more, but the margin will be lower.

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