Black Friday in France: A New Retail Revolution

Black Friday, a shopping extravaganza that has become a household name in the United States, has found its way across the Atlantic to France. In a country known for its rich culture and traditions, Black Friday has rapidly gained popularity and is now a significant event on the French retail calendar.

In France, like in the United States, Black Friday falls on the fourth Friday of November, following Thanksgiving, a major American holiday. In 2023, Black Friday falls on November 24th. Notably, an increasing number of retailers offer early discounts in the days leading up to the official Black Friday date, marking the advent of the Black Week.

In France, "Black Friday and the following weekend are the most important days of the year in e-commerce," observes Fox Intelligence by NielsenIQ, which relies on anonymized electronic receipts from millions of consumers worldwide to gather its data.

Who are the key players?

Amazon, a pioneer of Black Friday in France, consistently capitalizes on this unmissable date by offering discounts on thousands of products. Alongside Amazon, French competitor CDiscount and large retailers from various sectors such as Asos, Darty, Fnac, King Jouet and Sephora also participate.

Major brands themselves, without the involvement of distributors, offer deals both online and in physical stores. This includes names like Apple, Calvin Klein, Levi’s and Puma. The grocery retail sector also plays a significant role, with stores like Auchan, Carrefour and Leclerc offering promotions on a wide range of products.

Black Friday 2022

Black Friday 2022 in France saw online sales increase by an impressive 6% compared to 2021, according to a study conducted by Fox Intelligence by NielsenIQ.

Amazon, a frontrunner in early promotions that began on November 18th, reported "the biggest Black Friday week ever on Amazon.fr," with "double-digit growth" compared to the previous year, according to Frédéric Duval, the CEO of Amazon France. Duval attributed this growth to the rising cost of energy and gasoline, which made online shopping more attractive, as "traveling has become expensive."

In terms of product categories, the electronics sector witnessed a 10-point decrease in market share over the past four years. However, it continued to generate the highest revenue. Categories like toys, high-tech gadgets, major household appliances, and beauty products experienced the most substantial growth during Black Friday.

In a sign of changing shopping habits, 43% of Black Friday shoppers made their purchases online, compared to 39% the previous year, as reported by the Fox Intelligence by NielsenIQ study. This figure closely mirrors the 45% online shopping rate seen during the height of the COVID-19 pandemic in 2020.

Responsible Consumption

French pure-play retailer CDiscount, a part of the Casino Group, introduced a promo code that could be combined with existing offers before and during Black Friday. They also emphasized responsible consumption in their communication strategy. As a result, 10% of overall Black Friday sales were directed toward "phones or TVs that are more repairable, energy-efficient washing machines, refurbished phones, and locally made ovens," according to a statement from the e-commerce company to AFP.

Black Friday has firmly established itself in the French retail landscape, with 2022 marking another successful year of growth and online dominance. The statistics from Black Friday 2022 paint a clear picture of the event's popularity and potential in France, making it an attractive proposition for North American brands looking to expand their reach across the Atlantic. As consumer preferences evolve and responsible consumption gains traction, there are ample opportunities for brands to make their mark on this burgeoning retail tradition in France. Are you thinking of expanding your brand to France? CMK Bridge is HERE to advise you.