Poles on Black Friday and Cyber Monday – Results of the Latest Pollster Research Institute Study.
The Pollster Research Institute conducted a study on a representative sample of Poles, in which they asked participants about their opinions on Black Friday and Cyber Monday and their shopping preferences and habits associated with these days. Below we are presenting a summary of the results contained in the report.
Almost all (93%) adult Poles have heard of Black Friday / Cyber Monday, although this knowledge level noticeably decreases with the age of the respondents (dropping to 86% awareness in the oldest age group – people over 70).
People who, significantly more often than other Poles, have ever benefited from promotions available on Black Friday / Cyber Monday are people up to 39 years old. Conversely, those who are least tempted by such offers are the elderly.
During this year’s BF / CM, women and people aged 30-39 are more likely to shop. In contrast, men and those above 60 are less likely. Those aged 60-69 remain undecided (compared to the entire population) and will make a decision after reviewing shop offers.
About half of the respondents who have ever benefited from Black Friday / Cyber Monday offers have purchased something simply because it was available as part of the promotion. This was least likely to occur among people over 70.
Regardless of gender and age, we most often shop during Black Friday / Cyber Monday on marketplace-type sales platforms, such as Allegro, and subsequently in physical stores. Specific online stores were named slightly less frequently than physical stores. It should be noted, however, that representatives of the youngest age group more often than others indicated specific online stores.
When it comes to product categories ever purchased during Black Friday / Cyber Monday, clothing is by far the most popular (especially often chosen by women). Subsequently, there are footwear, RTV (Radio TV) equipment (more willingly purchased by men), cosmetics (where women dominate again), and small household appliances.
Plans for purchases during this year’s Black Friday / Cyber Monday reflect the declarations regarding product categories ever bought. Firstly, it is clothing (mentioned more often by women), followed by footwear, RTV equipment (mentioned more often by men), cosmetics (also often mentioned by women), and small household appliances such as vacuum cleaners or hair dryers.
Discounted items during Black Friday / Cyber Monday were primarily bought for oneself and secondly for another adult. Purchases for children are significantly more often made by women than by men.
If we ever bought something for someone during Black Friday / Cyber Monday, we most often intended this item as a Christmas gift.
The situation looks similar when it comes to planned purchases during BF/CM this year, although men less often indicated the aforementioned occasion, more often declaring the desire to buy a so-called “gift without occasion”. Women, on the other hand, more often mentioned “Santa Claus Day”.
For 1/3 of us, the minimum discount that would make us benefit from Black Friday / Cyber Monday is up to 39%; for half – up to 49%; and for 3/4 up to 59%. The most often mentioned discount range (by 1/4 of Polish respondents) was between 50-59%.
Half of us regard free delivery as a sufficient motivator for purchases during Black Friday / Cyber Monday. People who are hesitant are more often women, while those who have more determined views on free delivery are people aged 30-39. Individuals from the aforementioned age group more often claim that solely free delivery (with unchanged product prices) would not encourage them to purchase during BF/CM.
Among seasonal sales, summer and winter sales are more popular than spring and autumn ones. Generally, women and people up to 39 years old declare the usage of any type of these sales more often than the average Pole does. Meanwhile, half of the representatives of the oldest age group (from 70 upwards) never used any seasonal sale.
72% of adult Poles believe that sales (in general) are a good opportunity to buy various products at attractive prices. Meanwhile, 28% consider Black Friday as artificially driving purchases and excessive consumerism. This second opinion is closest to men and the elderly (from 70 years old and upwards).
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About the study:
The information comes from a study carried out on November 11-12, 2024 using the CAWI method on a sample of 1020 respondents (members of the ReaktorOpinii.pl research panel). The sample was representative in terms of structure for the population of adult Poles in terms of: gender, age, education, region, and size of the place of residence.
Source: https://ceo.com.pl/black-friday-2024-opinie-i-plany-polakow-19929
