The Covid-19 pandemic has led to an increase in online shopping among Germans during Black Friday. According to a forecast by the Federal Association of E-Commerce and Mail Order Germany, online sales in Germany will exceed 100 billion euros for the first time this year. The Black Friday, a consumption day originating from the U.S., where many online and offline retailers offer generous discounts, plays a significant role in this growth. In collaboration with the market and opinion research institute YouGov, the digital insurance manager CLARK has investigated how the pandemic has affected this shopping day. The results of an online survey of 1,025 people aged 18 and over in Germany conducted between September 20 and 24, 2021, show that the Black Friday is particularly popular among young people aged 18 to 24. More than a quarter (26%) of this age group use the day to buy bargains online, such as discounted Douglas voucher codes.
The study also reveals that online retailers and providers of digital services, such as tools for online communication, have benefited greatly from the pandemic. Almost half (48%) of 25- to 34-year-olds reported using these services more than before the pandemic. The Black Friday deals are also popular among this age group. Overall, 22% of the population have already used discounts on this day. However, experts from CLARK warn that those who make expensive purchases on a discount day, such as a racing bike, a mobile phone, or a laptop, should also insure these items properly to avoid paying double in case of theft or damage.
The financial and insurance experts also point out sustainable savings potentials that exist outside of Black Friday. Those who want to avoid impulse purchases during discount days but still want to save money should examine their monthly expenses and fixed costs to identify sustainable savings potentials. For example, a comparison of insurance policies is worthwhile, as the average German spends more than 2,219 euros per year on insurance premiums. 21% of the survey participants share this view.
