The identity of the Italian buyer on Black Friday, which last year in Italy produced a turnover of about 1.8 billion euros, can be traced in 60% of people who buy from smartphones, especially for clothing items (in particular t-shirts) and in the time slots of 10 a.m. and 9 p.m. The profile comes from a research carried out by SaleCycle, a British-French company specialized in remarketing activities. In 2021, the shopping race had seen e-commerce companies increase online sales by 62% in the Black Friday week, especially through mobile devices (60%, with an increase of 3% compared to the previous year) and in particular in the time slots of 10 a.m. and 9 p.m. In fact, between Monday and Black Friday, there was an increase in online traffic of 38%; consequently, there was an increase in the number of shopping carts created and a decrease in both abandoned navigation sessions (85.29% on Friday against 88% of the previous week) and abandoned carts (77.74% on Friday against the average abandonment rate of the e-commerce market in general, which is 80.68%). Among the sectors analyzed, fashion stands out with the highest volume of traffic (58%), especially with regard to fast fashion, and that of retail (37%). On the other hand, the traffic generated by the travel and tourism sector is lower (5%)
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