Black Friday, Italy sees pink

venerdì nero
05 Dec 2018

Black Friday and Cyber Monday with the wind in the stern. Leaving behind "intended purchases" and predictions full of pessimism and optimism, even for Italy, it is time to spend. All research institutions made positive observations in general.

According to the European institute GfK, in fact, the two sales events have led to a global growth in purchases of +42% in value in 2017.

Technological products and durable goods (TVs, PCs, smartphones, tablets, cameras of various kinds) formed the lion's share of purchases, generating a value of over € 375 million. In the 24 hours of Black Friday, the MediaWorld distribution chain received more than 40 orders per minute with a peak of 30,000 active visitors at the same time.

The eCommerce channel is moving ahead of the physical channel (+53% against +40%), but the volume trend is very similar between online and offline and confirms the direction towards multi-channel consumption.

According to Nexi, the entity that manages 44 million cards and more than 700,000 affiliated shops, the trade event generated a value of 2.8 billion euro, a strong growth (+23.6%) compared to 2017. On Black Friday alone, according to Italian paytech, 550 million euros were spent, 19.8% of the total for the week. This represents a 22.4% increase compared to the average expenditure of Italian consumers on other Fridays of the year.

Digital commerce

The statistics of the Saleforce software company indicate that 66% of online traffic was carried out by mobile devices, which then had a global impact of 49% of orders. Moreover, Nexi notes that in the three days between Friday and Sunday € 1.37 billion were spent via online devices, equal to 48.9% of the total spent in "cyber week".

Based on Google Analytics data, Idealo (one of the most important comparative purchasing platforms in Europe) also registers smartphones taking the lead in Italy (52.8%) over PCs (41.1%), while purchases via tablets now concern a small minority (6%).


Even traditional shops experienced a better black Friday, contradicting all expectations. . A drop in sales was expected to benefit the big chains and online commerce, but the data contradicts the forecasts. According to a Confesercenti survey of its members, one shop in two (48%) recorded higher sales than last year and only 27% complained of negative figures. Pedestrian movement above the norm, with a preferential inflow on Friday and a slowdown on Saturday.