In the days between Black Friday and Cyber Monday, Italians are to spend about 2 billion euros online. According to the B2c eCommerce Observatory, particularly competitive operators will achieve five times the turnover of an average day. The sectors most affected by these initiatives will be clothing, IT and electronics, jewelry, perfumes, body care products, furniture and toys. A positive trend is also expected for online shopping for food and wine. However, inflation and physical stores’ return to full activity will also influence the dynamics of online consumption in Italy during the Black Friday period: online purchases between November 25 and 28 will grow by only +8% compared to 2021, after an average growth of 23% over the last five years. The trend already detected in the last two years is to extend the duration of the discounts, effectively amplifying the scope of these events by scheduling some appointments between November and December or over a whole month of discounts. "The goal is twofold: to try to reach the widest possible user base and try to spread the purchases (and the consequent distribution of products) over a longer period to avoid overloads and congestion of the network close to the Christmas time," says Valentina Pontiggia, Director of the B2c Netcomm eCommerce Observatory at the Politecnico di Milano.
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