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60%的德国零售商不喜欢黑色星期五!|出海德国电商岛群第18期

2019-11-22 15:35:02

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黑色星期五在德国很受欢迎,因为届时会有许多在线和实体零售商打折。但许多零售商更希望没有黑色星期五。尽管如此,这些零售商还是被这个节日持续吸引的注意力。

 

传统上,欧洲最繁忙的购物日发生在圣诞节前。但自从黑色星期五从美国传来,感恩节后的星期五在欧洲的消费者中也很受欢迎。

 

60%的零售商不喜欢黑色星期五

在德国也一样。许多零售商出售的产品有特别折扣,但一项新的研究表明,大多数德国零售商实际上可以没有黑色星期五。罗曼·卡曼达(Roman Kmenta)调查了674家零售商和消费者,发现60%的零售商希望不存在黑色星期五。但在消费者中,只有44%的人表示能接受没有这一新购物日。

 

半数零售商:黑色星期五伤害大于帮助

零售商们也曾预料黑色星期五能给自己的生意带来什么:接近三分之一(32%)的人希望获得更多收入,28%的人希望获得更高的客户频率。四分之一的人认为他们将获得新客户,而12%的人希望获得更多利润,只有5%的人认为黑色星期五会吸引新的顾客,这些顾客还会成为回头客。

 

约42%的零售商认为黑色星期五将损害圣诞节的业务,而16%的零售商认为后者只会因为黑色星期五而变得更强大。而当德国零售商被问到黑色星期五对企业利润的总体影响时,43%的人认为黑色星期五对利润有负面影响。当消费者被问到同样问题:“你认为报价或更低的价格,比如黑色星期五的惯例,通常对交易有利还是有害?“时,他们也给出了类似的答案。在消费者中,41%的人认为这会损害行业,而在零售商中,这一比例为48%。

             

60% of German retailers don’t want Black Friday

Black Friday is popular in Germany, where numerous online and physical retailers throw around discounts. But many retailers prefer there was no Black Friday at all. Still, they are captured by the attention this holiday keeps attracting.

 

Traditionally, the most busy shopping days in Europe took place just before Christmas. But ever since Black Friday got imported from the US, the Friday after Thanksgiving is also very popular among consumers in Europe.

60% of retailers don’t want Black Friday

In Germany it’s no different. Many retailers sell products with a special discount, but a new study shows that most German retailers actually could do without Black Friday. Roman Kmenta surveyed 674 retailers and consumers and found out that 60 percent of retailers would prefer it if Black Friday didn’t exist. Among consumers, it’s ‘only’ 44 percent who could do well without the new shopping day.

Half of retailers: Black Friday hurts more than it helps

Retailers also got the question what impact they expect for their own business through Black Friday. One in three (32 percent) expect more revenue, while 28 percent hopes to gain a stronger customer frequency. One in four thinks they will acquire new customers, while 12 percent bets on more profit. And only 5 percent thinks they will attract new customers that will keep coming back.

 

About 42 percent of retailers think Black Friday will damage the Christmass business, while 16 percent think the latter will only grow stronger because of Black Friday. And when German retailers got the question what impact Black Friday has on companies’ profits in general, 43 percent say they think it has a negative impact on profit.

 

A similar answer was also given when both retailers and consumers got the question: “Do you think that offers or much lower prices, such as those that are customary for Black Friday, generally rather benefit or hurt the trade?” Among consumers, 41 percent think it would hurt the industry, while among retailers this share was 48 percent.

       


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