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Per gli italiani il Black Friday è sempre più il Natale dello shopping. Se fino a qualche anno fa erano in pochi ad approfittare dei saldi di fine novembre, ora oltre 1 italiano su 2 (53%) si dice pronto a sfruttare le offerte. Il collegamento con il Natale è immediato: con la stagione dei regali alle porte, circa la metà di chi si dedicherà allo shopping durante questo weekend (47%) lo farà per mettere sotto l’albero tutti i doni. Un pensiero che accomuna Silent e Millennials, con la Gen Z che, invece, ne approfitterà per acquistare prodotti normalmente fuori dalle loro capacità di spesa. Gli articoli più gettonati? Sul podio: i prodotti di elettronica e tecnologia per i quali, secondo le previsioni degli esercenti, il budget medio sarà leggermente inferiore rispetto al boom del 2022, attestandosi sui €306.Tra le formule in forte ascesa vi è il Buy Now Pay Later ritenuto utile in occasione del Black Friday dal 60% del campione. Sono queste le principali evidenze emerse dall’Osservatorio Compass speciale Black Friday, la ricerca condotta dalla società del credito al consumo del Gruppo Mediobanca, con un focus interamente dedicato all’elettronica. Vediamolo nel dettaglio.
Il Black Friday degli italiani: una questione generazionale Dall’Osservatorio Compass emerge un particolare interesse da parte dei Millennials (67%), del ceto medio-alto (62%) e degli uomini (58%) verso le scontistiche del Black Friday. Non ci sono grandi variazioni nel tasso di partecipazione: il 64% ne approfitterà allo stesso modo degli anni scorsi, uno su quattro (24%) cercherà di mettere un freno agli acquisti, mentre il 12% prevede di spendere di più. Sono i Silent (63%) e nuovamente i Millennials (57%) le generazioni più propense a sfruttare il Black Friday in ottica regali di Natale, superando di gran lunga la media generale del 47%. La Gen Z aspetta il “Venerdì Nero” dello shopping per acquistare prodotti che normalmente non avrebbero potuto permettersi (47% contro il 37% del totale). I più scettici? La Gen X, secondo cui il Black Friday è solo un modo per spingere le persone ad acquisti superflui.
Per quanto riguarda i canali d’acquisto, nella classica battaglia tra e-commerce e negozi fisici, la spunta l’online: il 43% acquisterà esclusivamente sul web, con un boom dei siti e-commerce generalisti. Gli articoli più gettonati sono gli stessi degli anni passati, ovvero articoli di elettronica e abbigliamento. Persiste anche quest’anno una differenza di genere nelle preferenze, con il 45% degli uomini che propendono per la tecnologia e il 42% delle donne per la moda. I Boomer andranno in cerca soprattutto di piccoli elettrodomestici, mentre la telefonia interessa un quarto dei partecipanti, con una prevalenza dei ragazzi della Gen Z.
Buy Now Pay Later, una novità che piace Salito alla ribalta negli ultimi anni, il Buy Now Pay Later permette di rateizzare i pagamenti senza interessi e costi aggiuntivi. Ma cosa ne pensano gli italiani? Il 60% crede che sia uno strumento utile specialmente in occasioni come queste; una percentuale che diventa ancora più ampia (73%) se prendiamo in considerazione solo chi effettivamente farà acquisti durante il Black Friday. Il BNPL piace soprattutto alle fasce giovani della popolazione: Millennials (72%), Gen Z (70%) e Gen X (60%). Ad usufruirne sarà probabilmente circa 1 italiano su 4 (26%), con punte del 38% tra chi acquisterà durante il “weekend nero”. Il motivo principale? La possibilità di spendere di più o di scegliere prodotti di maggiore qualità.
“Risparmio e convenienza saranno i due fattori che caratterizzeranno il Black Friday di quest’anno – ha dichiarato Luigi Pace, Direttore Centrale Marketing & Innovation di Compass. Gli italiani guarderanno infatti al portafoglio e alle offerte degli store, sia online che fisici, anticipando i regali di Natale o acquistando ciò che nei mesi precedenti si era rimandato magari perché non indispensabile, diventato ora più vantaggioso proprio grazie alle offerte del Black Friday. Con le nostre soluzioni di credito al consumo e Buy Now Pay Later, come PagoLight, è possibile gestire al meglio i propri acquisti dilazionando a costo zero i pagamenti più importanti, un vantaggio non da poco considerato anche il contesto attuale di forte inflazione. In questo modo, come dimostra anche il nostro Osservatorio, PagoLight non solo agevola nel concreto i consumatori ma contribuisce anche a supportare il business per i negozianti, sul web e nei punti vendita fisici.”
Focus elettronica: parola agli esercenti L’Osservatorio Compass ha sondato anche le opinioni degli esercenti del settore elettronica. Ad applicare gli sconti sarà il 61% dei dealer, con il 19% che ha già anticipato i saldi di qualche settimana. La loro visione del Black Friday è positiva: il 54% è infatti convinto che si registreranno volumi di vendite più alte rispetto al resto dell’anno anche se, secondo il 60%, i clienti si limitano negli acquisti nei mesi precedenti in attesa di poterli effettuare in promozione. Per i retailer i comparti che avranno più successo saranno telefonia (47%) e pc/tablet (38%), seguita dagli elettrodomestici del lavaggio (21%) e dalle TV (18%). Arriviamo così ad una delle questioni fondamentali: quanto spenderanno gli italiani nel settore dell’elettronica? Secondo le previsioni degli esercenti, il budget medio sarà di €306. Quali sono le previsioni per Natale? In questo caso, metà dei dealer crede che cambierà poco rispetto al 2022, con vendite essenzialmente uguali (48%). C’è però chi si dice più ottimista e ritiene possibile un aumento delle vendite (22%).
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