Black Friday 2023: never again without a smartphone. And without a vacuum robot!

The Black Friday week continues to be an essential event for Italian consumers, who demonstrate their enthusiasm for unbeatable offers and opportunities, generating a volume of 34,000 mentions across major web channels (social media, news, blogs, and forums). This figure is consistent with the previous year and includes searches related to the term "Black Friday" in all its variations, as well as those specifically tied to the keyword "Amazon." Social networks remain the preferred channel for communicating offers or facilitating user discussions about Black Friday (52% of the total volume); followed by industry news (40%), and, equally, blogs and forums, accounting for 4% of the collected mentions.

The trend of leveraging Black Friday for holiday shopping continues in 2023, with 15% of mentions reflecting users' intention to save on gifts and online offers, capitalizing on the trend and boosting sales.

Another interesting finding concerns the new level of buyer awareness: compared to the previous year, the approach to Black Friday purchases is more measured. Buyers have become more attentive, using comparison sites to monitor prices and avoid deceptive sales strategies.

The real shift in trend, however, is seen in the most mentioned categories, with electronics/information technology products gaining 48% of mentions, marking a 22% increase from 2022. Among these, smartphones have proven to be the most sought-after purchase, collecting 26% of mentions, followed by smart TVs (21%) and PCs (18%). The gaming sector also confirms a strong presence at 15%, while earphones/headphones capture 14% of mentions.

Among brands, Apple takes the lead with 42% of mentions, reaffirming its dominance in the consumer electronics market, followed by Samsung at 33%, and then Xiaomi, growing from 12% to 20% compared to 2022.

Alongside electronic products, home appliances rank second in mentions at 21%, with a rising star in popularity, the vacuum robot, dominating its category with 31% of comments.

And Amazon?

The analysis of Amazon's Black Friday starts with a mention volume of 7%, showing a slight decrease from the previous year. The electronics/information technology category remains consistently the most mentioned, at 23%, with smartphones leading at 19%, followed by PCs (17%) and smart TVs (14%). However, a surprise arises: Italian preferences on the platform shift, with Samsung surpassing Apple, garnering 17% of mentions compared to the competitor's 13%.

The positive trend for home appliances is confirmed, capturing 9% of total mentions, as well as continued interest in vacuum robots (41%), followed by electric toothbrushes (12%).

The clothing category is less popular, representing only 4% of mentions, suggesting lower interest in this type of product on Amazon compared to specialized e-commerce platforms. The same goes for the beauty category, registering only 2% of mentions.

While these insights are significant, they do not discourage Italian preferences for specific product categories and crown Amazon as one of the most attractive platforms during Black Friday, not only for users but also for sellers who maintain or increase their investments, underscoring consistent trust in the platform as a tool to consolidate and/or increase their sales.

Source: Digimind (Connexia)