Young people make the most of Black Friday offers
Published: Friday, Nov 17th 2023, 08:00
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Almost everyone is now familiar with Black Friday, as the discount campaign from the USA has made a name for itself here in Switzerland. However, it is mainly young people who take advantage of the offers, otherwise the Swiss are less keen to shop this year, according to a recent study.
According to a study commissioned by Salesforce, 39% of respondents across all age categories want to buy fewer products than in the previous year. Contrary to this trend, "Generation Z", i.e. the under-30s, are definitely more willing to buy. A third plan to buy more this year than last year and therefore rate Black Friday as attractive.
"It is obvious that the under-30s have a different attitude to shopping than the other age groups," explains Luca Pastorino from Salesforce Switzerland. These customers also respond to other promotions, which makes a personalized approach all the more important.
Last year, only one in five people took advantage of a Black Friday offer, and this year around half are not planning to make any purchases during this special discount campaign either. The most common reason is that they don't need anything at the moment - the reduced consumption is even more evident among the French-speaking Swiss.
In addition, the offers were met with great skepticism by many. A third do not believe that they really save money. Consumer protection recently expressed a similar view. The organization warned against "pseudo discounts".
©Keystone/SDA
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