From the " Singles Day "from the Christmas holidays to the Black Friday and the Cyber MondayNovember 11 marked the start of a boom period for the e-commerce sector in France. These events, imported by American and Chinese e-tailers, are now part of the French shopping calendar.

Singles Day versus Black Friday

Have you heard of Singles Day? 

Singles Day is a promotional operation created by the Chinese e-commerce giant, Alibabain 1999, in response to the famous Black Friday supported by Amazon.
In China, 11.11 is celebrated as Singles' Day, like Valentine's Day in our country.
On that day, our compatriots were able to take advantage of offers via AliExpress (Alibaba's sales site dedicated to international sales) or Gearbest.

This year, Alibaba once again broke a record at Singles Days. Sales rose by 26% compared with 2018, for a total of 30.8 billion dollars.
In response, Amazon has launched a new event in France: the Day'Couvertes...

However, it's hard to separate November 11 from the commemorations of the Great War. It remains to be seen whether these occasions for consumption will become a permanent fixture in the e-commerce chestnut; all the more so as French wallets are not extensible.

Black Friday: a major challenge for e-commerce in France!

" With the end-of-year festivities, Black Friday now accounts for between 20 and 25% of sales for small and medium-sized e-tailers on average." assures Alexandre Eruimygeneral manager of Prestashop

Historically, in the USA, Black Friday is held every year on the day after Thanksgiving, this year on November 29. Imported to France by Amazon in 2013, the event is an opportunity for consumers to score bargains and save money in the run-up to the festive season.

For retailers, the stakes are high. In this slow period of the year, Black Friday boosts consumption by creating a new momentum between back-to-school shopping and the Christmas holidays.

For our compatriots, Black Friday is all about an e-commerce event. According to a survey conducted by Médiamétrie in 2018 ; 87 % of participants intended to make their purchases online, compared with 47% in-store. In recent years, when the weather has been fickle, online retailers have seen their sales soar during this period.

Last year, Black Friday in France generated sales of 5.6 billion euros in salesincluding 966 million for e-commerce.

Traffic generated on the sites of major French e-tailers in November 2018 (source: e-commerce nation).

  • Cdiscount: 78.57 million visits (24 % more than the monthly average).
  • Fnac: 38.58 million visits (+42 1TP3Q).
  • La Redoute: 23.26 million visits (+ 33 1TP3Q).
  • Boulanger: 15.83 million visits (+ 42 %).
  • Showroomprive.com: 16.21 million visits (+ 21 1TP3Q)
  • Vente-privee.com: 24.07 million visits (+ 12 1TP3Q)

Originally dedicated to high-tech products, household appliances and video games, the event has now conquered all sectors of activity (fashion, beauty, toys, DIY...).

According to the OpinionWay-iloverail.fr survey of number 7, 2019:

  • 95 % of French people know the meaning of Black Friday
  • One in two plans to take advantage in 2019.
  • 30 % of French people think it's a good, stress-free way to buy Christmas presents in advance.
  • The average budget forecast for 2019 is 233 euros (up 10% on 2018).
  • The average shopping basket in France is higher during Black Friday than at Christmas

Unsurprisingly, the personal goods sector (clothing, footwear and leather goods) continues to top the list of purchase intentions (55 %).

Towards a change in consumption patterns

Under the impetus of the Make Friday green again "founded by Nicolas Rohr, head of the Faguo brand, already more than 500 signs have pledged to boycott the event. They are calling for more responsible, reasoned consumption. Arguments to which the French are increasingly sensitive....

On Monday November 25, the French Minister for Ecological Transition, Elisabeth Borne, warned the French about the amount of greenhouse gases generated by this "frenzy of consumption".

Black Friday 2019, on your marks!

Officially, Black Friday began at midnight. However, most e-commerce banners have been offering deals since November 25...until December 2.

In addition to the world's e-commerce giants, most e-merchants will be taking part in the 2019 event: LDLC, Rue du Commerce, Cdiscount, Auchan, Leclerc, Rakuten, Fnac and Darty.

Amazon's Day'Couvertes marks the start of flash sales. The online retailer has already announced discounts of up to minus 70% for Black Friday. During these events, available stock is always very limited. Consumers have to rush to buy.

The promotional (and purchasing) peak is expected on Friday 29th around 7am. It should be followed by further waves of discounts on Saturday November 30 and Sunday November 1.er December.

This November 2019 e-commerce marathon will end on Tuesday December 2 with Cyber Monday. A web event dedicated to the tech and digital world.