5 insights on the 2017 edition of Black Friday by Foxintelligence

5 insights on the 2017 edition of Black Friday by Foxintelligence

The new edition of Black Friday is officially launching tomorrow. Here are five major highlights of previous editions ¹.

1- Sales are increasingly concentrated on Black Friday, making it the first ecommerce event of the year

Two major aspects differentiate Black Friday from the rest of the e-commerce events. First, Black Friday has become the day on which e-commerce companies generate the most revenue across the year. Second, its weight is increasingly important compared to the Summer and Winter Sales’ launch. In 2017, Black Friday (November 24th) generated 1,7% of 2017 revenues, in just one day. Year on year, the yearly sales are increasingly concentrated and polarized on Black Friday.

2- Customer spend has grown by 15% from 2015 to 2017

Customer spend during Black Friday sales has increased every year, reaching 143€ in 2017. This growth has been driven by customer’s AOV (Average Order Value), while the average number of orders during Black Friday has remained steady year over year.

3- Black Friday is capturing an increasing share of the Holiday sales

For the past years, Holiday sales (from Black Friday included, until December 25th) have taken an increasing weight in the total e-commerce sales, from 16% in 2015 to 17% in 2017. Furthermore, among Christmas sales, the share of Black Friday sales ² (taking place from Black Friday to Cyber Monday included) is growing. Black Friday sales accounted for 18% of the Holiday shopping in 2015, and 21% in 2017.

4- Black Friday sales are increasingly concentrated on the Friday

Among the Black Friday sales, Friday has become a major stake. In 2015, the sales breakdown within the Black Friday sales across days was much more equally distributed than in 2017. For instance in 2015, Friday only accounted for 30% of the four days’ sales. In 2017, the sales on Friday amounted to 46% of them.

5- Electronics and Video Games are the king categories

Year on year, the successful categories remain the same: Electronics (IT and High-Tech) and Video Games are the product categories with the biggest lift during the event (+10pp during the previous edition, compared to the rest of the Christmas shopping ³).


(1): The merchants considered for this study are: Amazon, Cdiscount, Asos, Boulanger, Darty, Fnac, La Redoute, PriceMinister, Sarenza, ShowroomPrivé, Vente Privée and Zalando.

(2): In this article, “Black Friday sales” will be defined as sales between the Black Friday and Cyber Monday. Black Friday is only one day of sale.

(3): Christmas shopping is from Cyber Monday (excluded) until December 25th (included)

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