The German Trade Association is once again expecting great sales potential for the Black Friday and Cyber Monday campaign days, which take place on November 29th and December 2nd. “This year, many consumers are once again hunting for bargains online and offline on Black Friday and Cyber Monday,” says Stephan Tromp, deputy general manager of HDE. “But the general reluctance to buy can also be felt around the promotional days.” In recent years, spending during the two promotional days has increased by an average of 20% compared to the previous year. However, this growth stalled as early as 2023; At that time, an increase in sales of around 6% compared to the previous year was noted. This year, the HDE expects sales of 5.9 billion euros, which is roughly at the same level as the previous year. “The year-long upward trend in sales on Black Friday and Cyber Monday has weakened significantly and is coming to a standstill at a high level this year,” continued Tromp.
A survey by the HDE shows that the promotional days are being used: At 46%, almost half of the 1,100 online shoppers surveyed would like to take advantage of Black Friday offers, and a good third are still interested in Cyber Monday. This means that the proportion of discount shoppers is declining slightly. Around 1.6 billion euros of the expenditure is planned for Christmas business.