Black Friday in Italy - Statistics and Facts

Black Friday in Italy

According to a survey conducted in October 2020, the term “Black Friday” meant something to 99 percent of the Italian respondents polled. That same year, electronics was the most demanded product category in the country during the shopping event. And while a discount of 50 percent off a product’s regular price is what it takes for 15 percent of shoppers to shop during holiday season sales in the country, 51 percent of Italian respondents in 2021 stated no discount would make them buy something.

Shopping behavior and intentions

Black Friday participation appears to take a bit of planning on the part of the consumer, with around 34 percent of shoppers stating they start thinking about Black Friday deals one to two weeks in advance. Another 34 percent of the respondents said they start looking just a few days before the event.

E-commerce has grown in popularity worldwide, not least because of the spread of the novel coronavirus (COVID-19) pandemic. In 2021, approximately 35 percent of Italian shoppers said they were very likely to shop for presents online this holiday season. Still, with fewer restrictions and a considerable decrease in the number of new COVID-19 cases in the country, a significant share of shoppers intend to shop in-store in 2021.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.