Italy confirms its position as the European country with the greatest interest in the discount days of Black Friday and Cyber Monday. According to the Black Friday survey 2024 by PwC, almost 9 out of 10 Italians are ready to make purchases. The analysis reveals that, despite the high interest, the average spending of Italians will slightly decrease in 2024, going from 232 euros to 229 euros. This change suggests a more cautious approach in managing personal finances.
More than half of respondents (54.3%) plan to spend between 101 and 500 euros, while only 7.5% intend to spend more than 500 euros. In comparison, in other countries such as Turkey and Ireland, the percentages are significantly higher. Most Italians are buying less for themselves (78.7%) and are focusing more on friends and family. An interesting fact concerns online shopping: 28% of Italians say they buy more frequently online than in the pre-COVID period. However, 29% say they have not changed their habits. The growing focus on more targeted purchases is evident: 46% of consumers plan specific purchases, up from 34% in 2023. This shift in behavior reflects an adaptation to an uncertain economic environment, also manifested in the timing of purchases. Only 37% of consumers started shopping in the first weeks of November, a significant decrease from 62% in 2023.
In terms of spending sectors, electronics ranks first with 46%, followed by adult clothing (35%) and home (23%). This reversal compared to 2023 highlights a new preference on the part of consumers. In addition, the perception regarding the ideal level of discount is growing: in 2024 it goes from 39% to 54%, a sign that consumers have become more demanding in their choices.
“The data shows a more attentive and aware Italian consumer”, observes Erika Andreetta of PwC Italy. In conclusion, the increasingly reflexive approach of Italians towards shopping suggests a transformation in consumption patterns that could influence retail strategies in the near future.
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