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The most anticipated time of the year for shopping and promotion lovers has come to an end. Shoper checked what trends and shopping habits prevailed among Poles during the long-awaited sales week. The conclusion? We start shopping just a few days before Black Friday.
The scale of this year's online shopping at Shoper is impressive - on Black Friday alone, customers placed an average of 2.3 orders per second. Interestingly, we are no longer buying only on Friday, but are increasingly daring to spread our purchases throughout the week, with a special focus on the first day of the promotion. The Monday preceding Black Friday has an increasing share of Black Week - this year it reached 14.9% of the entire week's sales value recording the highest year-on-year growth rate of any day of the week . This is evidence of how our shopping habits are changing - customers want to use promotions more thoughtfully and prudently.
When do Poles buy the most?
The three dominant days in terms of the number of transactions were Friday (18.4% of online stores' GMV share Shoper during Black Week), Sunday (16%) and Thursday (15.6%). In terms of the popularity of industries, this year's Black Week did not bring revolutionary changes. Traditionally, categories such as Home and Garden, Clothing and Health and Beauty led the way.
Interestingly, the lowest growth rate in the number of transactions, relative to the previous year, was just on Black Friday, which only confirms the spread of sales over the other days of Black Week. On the other hand, the highest increase in the number of transactions was recorded by online stores Shoper on Thursday (before Black Friday). Cyber Monday, which is no longer just an add-on to Black Week, is also gaining popularity, and is an important point in the shopping calendar of Poles.
Online store sales Shoper by day of week, measured by number of transactions.
What drives Black Week sales?
Effective marketing campaigns remain a key element of Black Week success. This year, paid Facebook campaigns played an important role, attracting more customers to Shoper online stores than in previous years.
Customers most often reached the stores' sites through organic searches on Google (the result of well-thought-out SEO), paid Google Ads campaigns, direct hits to the stores' sites, and engagement generated by Facebook posts. Taken together, all these activities demonstrate the importance of a comprehensive approach to promotion. Interestingly, the results are also confirmed by retailers' stated plans, as reported in Shoper 's "Season to Sell" report.
- Black Week is not just a time of sales, but a true celebration of online shopping, which perfectly demonstrates how dynamically the e-commerce market is developing and how crucial it is to understand the needs of customers. - comments Anna Nowacka, Marketing Director at Shoper Group - At Shoper , we constantly provide retailers with tools that allow them to respond more effectively to consumers' changing shopping habits - from conscious planning of purchases to comparing offers across multiple sales channels. This allows retailers to respond flexibly to trends and build even more trust among their customers. - he adds.
About the company Shoper
Shoper is a leader in e-commerce solutions in Poland. The company provides the necessary infrastructure for e-commerce. In addition to software for running an online store, it also offers a range of services to support sales. These include online payments, Digital Ads, logistics services and business financing. Among others, brands such as Gym Glamour, WK Dzik, Irving and Doppelherz operate on the Shoper platform. Since July 2021, Shoper has been listed on the Warsaw Stock Exchange and has been part of the sWIG80 index since December 2021. Check out more information about the company at: www.shoper.pl
Paulina Kaszuba
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