He Black Fridayone of the most anticipated consumer events of the year, returns next November 29 with promises of great discounts and the possibility of early Christmas shopping. However, this event, inspired by American tradition, It is no longer celebrated with the same naivety by Spanish consumers.
According to a recent study, 85% of buyers verify the original price of the products and compares them on various platforms before deciding to buy, a fact that shows greater awareness and distrust regarding marketing strategies. marketing employed during this day.
The report also highlights that 70% of Spaniards plan to make purchases during this period, with technology, fashion and home goods being the most searched categories. Nevertheless, 27% of those surveyed consider that Black Friday discounts are completely realwhich points to a perception of lack of transparency in many cases.
According to Manuel Zabala, co-founder of Chollometro, the company that carried out the study, “the combination of distrust and the need to take advantage of the most attractive discounts is a reflection of the changes in the purchasing behavior of consumers, who are increasingly more informed and demanding when making your purchases during Black Friday.”
How to avoid false discounts on Black Friday
Consumer organizations, such as the OCU, warn that not all offers are what they seem on Black Friday. In fact, in 2023, the OCU found that up to a third of discounted products had been cheaper at some point in the previous month. This underlines the importance of monitoring prices and making sure that the purchase is truly advantageous.
Fortunately, there are technological tools that make this task easier:
- Camelcamelcamel– Tracks price history on Amazon, allowing users to analyze whether a discount is authentic. Additionally, their browser extension ‘The Camelizer’ adds this information directly to the product page.
- Keepa– Similar to Camelcamelcamel, includes personalized alerts and detailed charts on price fluctuations.
- Idealo, Twenga and Fluctuate: comparators that show the best offers in different stores, from Amazon to MediaMarkt or El Corte Inglés.
70% will buy, but with caution
Despite the doubts, 70% of Spaniards assure that they will participate in Black Friday. More than half of them will make their purchases on the 29th, while the rest will be inclined to take advantage of previous or CyberMonday offers.
For those looking to take advantage of this date without falling into impulse purchases, consumer organizations recommend:
- Buy only necessary or planned products.
- Set a budget limit.
- Take advantage of tools that compare prices and report real discounts.
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