Black Friday or the quest for “bargains” despite inflation


published on Friday, November 18, 2022 at 5:35 p.m.

Annual high mass of consumption, Black Friday, which opens this Friday at certain traders, should not suffer from the purchasing power at half mast of the French, eager to take advantage of good deals in the face of inflation, believe survey institutes and distributors.

In front of the Galeries Lafayette already adorned with their Christmas finery, Marie Bois explains that she lost 200 euros per month in purchasing power, in particular “because of (the increase) in charges, such as heating”.

The 24-year-old young woman, a window dresser on a work-study basis, intends to “take advantage of the promotions” on Friday November 25 to make her end-of-year gifts.

“The intention to participate in Black Friday is comparable to that of last year (…) and what motivates this participation is the crisis”, explains to AFP Nadine Porge, deputy director of the Services department. from Harris Interactive.

According to a study by the institute published Thursday and relating to cybershoppers, 70% will rush online for Black Friday good deals, and 55% of them will do so for “reasons related to purchasing power”.

Online but also in stores, “63% of consumers say they are ready to (y) participate” or 12 points more than in 2021, adds the consulting firm Boston Consulting Group (BCG) in a study made public on Friday.

Now, Black Friday can last longer than a week, not just a Friday.

And despite the inflation, the distributors are convinced of making money.

“We are in a particular year with an even more striking search for bargains”, judge Hugo Larricq, trade director of Cdiscount.

A few hours after the launch of the event this Friday, Simon Ilardi, director of commercial animation for the Fnac-Darty group, told AFP that “our first indicators reinforce our initial conviction, namely that this Black Friday will be followed closely by the French”.

– “No green promotions” –

The president of the federation of e-commerce and distance selling (Fevad), François Momboisse, however moderated these enthusiasms. With “enormous purchasing power restrictions, (…) the situation is still tense, very tense, much more than it has been for the past ten years”, he tempers.

The study conducted by Harris Interactive tends to the same conclusion: “More than one in three French people plan to spend less than in 2021 on Christmas purchases”, with an average budget of 404 euros (gifts and preparations).

However, the distributors are doing everything to seduce the refractory, even going so far as to highlight second-hand or “Made in France” products – a way of also responding to the criticisms of environmental defense associations on this meeting. you from overconsumption.

“There are no green promotions!”, However, protests Tancrède Girard, member of the Ile-de-France Network of Reemployment Actors (REFER), who describes the social and environmental impact of Black Friday as “disastrous”.

“Pollution”, “consumption of resources”, “forced labour”: in reaction to the event, a group of associations including Emmaüs created Green Friday, a day of awareness of responsible consumption and of which Mr. Girard is a founding members.

Extinction Rebellion activist, “Crocodile” (who does not want to give his identity) assures that he is not “there to stigmatize people and especially the poorest” and insists: “There are other ways of consuming and living together!”.

Tancrède Girard agrees: you can “buy only if necessary, repair or reuse, favor the second hand” in dedicated circuits…

In front of the bright entrance to Galeries Lafayette, Marie Bois puts her Black Friday shopping in perspective: “It’s not to consume, but to make purchases that I would do no matter what,” she explains.

Freddy Bara, 29, shopkeeper in this department store notes that, “yes, of course, there is the question of overconsumption, but it creates jobs…”. Then, he concludes by joking: “Anyway, me, on Black Friday, I’m not going to do it, I’m going to suffer it”.


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