Bargain HuntingPicodi.com reports and analytics

Black Week: time for sales lovers

PicodiNovember 16, 2020

For years, Black Friday has attracted the interest of many Filipinos. This shopping holiday, which comes from the United States, draws in crowds of consumers who are making the best of the discounts offered to them. That is why, seeing the interest of clients, stores decided to expand their offers for the entire week, not just Black Friday. Thanks to that, discount lovers can enjoy rebates from the Monday preceding Black Friday until Cyber Monday.

Picodi.com analytics decided to check the attitude of Filipinos toward Black Friday, where in the Philippines the interest in Black Week sales is the biggest, as well as how much money consumers spend and what they buy.

To buy or not to buy?

Filipinos and Black Friday

More than half of Filipinos (59 per cent) took part in last year’s Black Friday sales. Although this number may surprise, in reality not all consumers participated in the sale on Black Friday itself. 45 per cent of shoppers decided to shop on Friday, but as much as 49 per cent did their shopping from Monday to Thursday, and 24 per cent enjoyed special offers over the weekend after Black Friday (Saturday and Sunday).

The vast majority of shoppers (90 per cent) was satisfied or rather satisfied with their Black Friday experiences. 10 per cent of respondents were rather unsatisfied with their Black Friday shopping.

Among the people who did not take part in last year’s Black Friday, the most common reason (65 per cent of answers) was that they did not know what Black Friday is at all. 27 per cent of people taking part in the survey simply missed the event. The remaining pointed out that the discounts were too low or that the products that they wanted to buy were not on sale (5 and 3 per cent respectively).

Regions where people love promotions

WHERE IS BLACK FRIDAY LOVED THE MOST?

Based on online search queries, we found the regions where the interest in Black Friday sales increased the most from 2016 to 2019. BARMM took the first place — in this region, the interest in discounts increased as much as 133 per cent. Western Visayas placed second with a 90 per cent increase. Caraga, where the increase of interest amounted to 88 per cent, completed the podium.

The least interested in Black Friday sales are citizens of Mimaropa Region where there was no increase in search queries connected to Black Friday sales.

Big bucks

FINANCIAL ASPECT OF BLACK FRIDAY

Statistically, Filipinos spend ₱4,003 on Black Friday. It is worth noting that men spend twice as much money than women during Black Friday sales: ₱6,052 vs ₱2,854. It doesn’t necessarily mean that men buy more than women — they could just buy more expensive items.

When asked about Black Friday spending, many respondents claimed they are going to spend a similar amount as last year (18 per cent). More than half is planning to spend more (53 per cent), and 29 per cent is going to spend less money than last Black Friday.

People who are going to spend more usually justified their answers by the fact that they are simply going to buy more products (60 per cent indicated such reason). 41 per cent is planning to buy some expensive item this year, such as electronics or home appliances, and 7 per cent is going to buy more luxurious products than last year. On the other hand, among the people who are planning to spend less, 30 per cent said that their smaller budget is caused by job loss. 42 per cent is going to buy cheaper products this year, and 31 per cent is planning to buy fewer items.

Selling like hotcakes

THE MOST DESIRED PRODUCT CATEGORIES

Invariably, food on delivery is among the products which rule during Black Friday sales. It is the most frequently chosen category of products — 51 per cent of consumers will buy food on delivery. Clothes (32 per cent) and grocery (25 per cent) were the second and third top categories.

Shoes and electronics tied for the fourth place (21 per cent each), followed by home appliances and cosmetics (16 per cent each). Child care products, books, and gifts rounded out the top ten categories with 12, 10, and 9 per cent respectively.

Methodology

All statistical data comes from Picodi.com, a global discount platform operating since 2010. The survey conducted in September 2020 was also used in the report.

Public Use

Would you like to share information about Black Week with your readers? All the data and infographics presented in this report can be freely used for both commercial and non-commercial purposes as long as you indicate the author of the research (Picodi.com) with a link to this subpage.