【波士顿咨询】2024年黑五购物节消费者意图和期望调研报告聚焦9个国家_63页_7mb

报告摘要

Black Friday Consumer Study 2024: Summary

Core Content

The BCG Black Friday Consumer Study 2024 surveyed 10,153 consumers across nine countries (US, Canada, Australia, Germany, France, Spain, UK, Poland, Switzerland) aged 18–75. The study explores consumer behavior and expectations during four major holiday shopping events in 2024: Singles' Day (November 11), Black Friday (November 29), Cyber Monday (December 2), and Boxing Day (December 26), which was only surveyed in Canada. The report highlights global trends, country-specific insights, and the impact of the cost-of-living crisis on consumer shopping habits.

Main Insights

Awareness and Participation

Black Friday remains the most recognized event globally, with 95% awareness and 70% planning to shop.
Cyber Monday awareness has dipped to 82%, but 64% still plan to participate.
Singles' Day awareness is increasing, at 27% globally, with Switzerland showing the strongest growth.
Boxing Day was only surveyed in Canada, with lower awareness compared to other events.

Consumer Sentiment and Spending Behavior

The cost-of-living crisis continues to influence consumer behavior, with trading down and discount-seeking being common strategies.
75% of consumers who are aware of the events plan to shop during November sales, showing a slight increase from 2023.
Expected spending varies by country, with Switzerland having the highest average planned spending at $525, and Australia the lowest at $310.

Category Preferences

Essential items (e.g., clothes, electronics) are the most sought-after categories, with ~59% of consumers purchasing them.
Discounts are a primary motivator, with 59% of consumers expecting "X% off on everything".
Secondhand purchases are increasing in some markets, particularly in France.

Shopping Journeys

Consumers begin their shopping journeys early, with >60% starting in early November.
Online marketplaces like Amazon dominate the shopping experience, with BOPIS (buy online, pick up in store) becoming more popular.

GenAI Usage

13% of consumers have used GenAI for shopping, and 25% plan to use it in the future.
GenAI is primarily used for deal finding and product research, with Gen Z showing the highest interest in its future use.

Key Country Insights

Country	Key Insights
US	- Highest awareness of Black Friday<br>- Highest political instability perception<br>- Earliest deal hunters
Canada	- Most concerned about recent price increases<br>- Highest expectation of clear discounts<br>- Least likely to use AI for shopping
Australia	- Lowest awareness and shopping intent<br>- Lowest planned spending ($310)<br>- High share of offline-only shoppers
Germany	- Highest awareness of online marketplaces<br>- Lowest agreement that GenAI is helpful for shopping
France	- Lowest awareness of Cyber Monday<br>- Highest intent to buy secondhand<br>- Strongest concern about income impact
Spain	- Second-highest shopping intent<br>- Second-lowest planned spending<br>- Highest support for GenAI use<br>- Concerned about price hikes
UK	- Low shopping intent<br>- Second-highest planned spending<br>- Highest support for GenAI helpfulness<br>- Lowest NPS for Black Friday
Poland	- Highest awareness of Singles' Day<br>- Highest spending on luxury items<br>- Highest GenAI usage and support
Switzerland	- Lowest macro and micro concerns<br>- Highest planned spending ($525)<br>- Lowest shopping intent, but with the largest increase in awareness

Spending Trends

Expected spending on November sales events is slightly up in most countries, with up to 30% increase in some.
Non-essential purchases (e.g., jewelry, furniture, entertainment) have seen a decline in spending intent.
Essential items remain the priority, with consumers aiming to save money and reduce costs.

Deal Expectations

"X% off on everything" is the most preferred deal type, with 59% of consumers expecting it.
Minimum expected discount is 30% across categories.
Free/reduced shipping is also a popular perk, with 46% of consumers prioritizing it.
Gamified activities (e.g., spinning wheels) are the least preferred deal types, with 7% of consumers favoring them.

Strategic Recommendations

Retailers should focus on clear and substantial discounts to attract cost-conscious consumers.
Enhancing awareness of Cyber Monday and Singles' Day is crucial, especially in France and Germany.
Leverage GenAI for personalized deals and product research, particularly among Gen Z and Millennials.
Target Gen X and Boomers with better marketing and in-store promotions to increase participation.
Promote BOPIS and exclusive loyalty events to drive conversions and reduce reliance on online-only shopping.
Balance discounts with margin protection through differentiated offers and personalized promotions.