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 Pakistanis. 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 Pakistanis toward Black Friday, where in Pakistan 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?

Pakistanis and Black Friday

Almost three-quarters of Pakistanis (72 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. 43 per cent of shoppers decided to shop on Friday, but as much as 39 per cent did their shopping from Monday to Thursday, and 26 per cent enjoyed special offers over the weekend after Black Friday (Saturday and Sunday).

The vast majority of shoppers (86 per cent) was satisfied or rather satisfied with their Black Friday experiences. 10 per cent of respondents were rather unsatisfied, and the remaining 4 per cent was unsatisfied with their Black Friday shopping.

Among the people who did not take part in last year’s Black Friday, the most common reason (46 per cent of answers) was that they did not know what Black Friday is at all. 29 per cent of people taking part in the survey simply missed the event. The remaining pointed out that products that they wanted to buy were not on sale or that the discounts were too low (11 and 9 per cent respectively).

Decrease of interest?

WHERE IS BLACK FRIDAY LOVED THE MOST?

Based on online search queries, we found how the interest in Black Friday changed from 2016 to 2019. It turns out that the number of search queries connected to Black Friday sales dropped in all Pakistani provinces. Citizens from Sindh and Balochistan were the least interested in Black Friday — the search queries dropped by 70 and 72 per cent respectively.

Big bucks

FINANCIAL ASPECT OF BLACK FRIDAY

Statistically, Pakistanis spend Rs. 10,319 on Black Friday. It is worth noting that men spend more money than women during Black Friday sales: Rs. 10,389 vs Rs. 10,024. 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 (19 per cent). More than half is planning to spend more (66 per cent), and 13 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 going to buy more products (53 per cent indicated such reason). 48 per cent is planning to buy some expensive item this year, such as electronics or home appliances, and 11 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, 56 per cent said that their smaller budget is caused by job loss. 195 per cent is not planning expensive shopping this year, and 15 per cent prefers to set money aside for a rainy day.

Selling like hotcakes

THE MOST DESIRED PRODUCT CATEGORIES

Invariably, electronics are among the products which rule during Black Friday sales. It is the most frequently chosen category of products — 38 per cent of consumers will buy electronics. Clothes (33 per cent) and food on delivery (23 per cent) were the second and third top categories.

Shoes ranked fourth (21 per cent), followed by grocery (15 per cent). Home appliances and cosmetics were less popular during Black Week (14 per cent each), similarly to gifts (12 per cent). Goods from China and sports items rounded out the top ten categories with 10 per cent each.

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.