According to a study by GPeC along with Eureka Insights , 7 out of 10 urban and internet-savvy Romanians are particularly expecting Black Friday and Christmas discount campaigns to buy products in the coming period. Only 3 out of 10 respondents were uninterested in discount campaigns, usually shopping in the previous Black Friday (September – November 2018).

According to the study, Romanians intend to spend the most on IT & C products as follows:

  • Laptops, phones and tablets: 1,472 lei
  • TV / Audio-Video / Photo: 1,393 lei
  • Appliances: 986 lei
  • PC, peripherals and software: 628 lei

Vacations and trips represent the second important category for which Romanians are willing to spend approx. 1,460 lei in the next period. Following products in the Auto & Moto including RCA (606 lei) products in the Home & Deco (548 lei), and articles of clothing (541 lei), gift cards (454 lei), electronic games and products Gaming ( 373 lei) and cosmetics (294 lei).

Romanians will spend on average 273 lei for toys and products for children or babies , and for products in the category Books, Birotics and Gifts – the average budget is 251 lei. On the last place in the ranking are the products for adults , the Romanians being willing to spend only 125 lei for them.

Between November and December, the categories of Fashion , Cosmetics and Books / Gifts are the ones to buy most products, even if the budget allocated to these categories is lower than IT & C or Travel. The total budget allocated by the Romanians for the purchase of products during Black Friday and Christmas is 2,718 lei , of which almost half is for gifts : 1,240 lei .

7 out of 10 respondents plan to buy gifts between November and December 2018, accounting for an average of 48% of all non – food purchases they intend to make by the end of the year, with an average of 6 products expected.

Other statistics resulting from the study:

  • Women prefer more than men to buy offline (40% women vs. 15% men), while men mostly choose online shopping (37% men vs. 17% women). Gender distribution is balanced when it comes to offline and online shopping, with 5 out of 10 respondents choosing both shopping for seasonal shopping.
  • People who want to make exclusive online purchases are planning to spend more on a product than those who choose only offline purchases, and budgets are rising for those who make purchases using both sales channels. Also, respondents who said they are only interested in Black Friday sales are planning to spend more on a product than those who are waiting for Christmas discounts exclusively.
  • Men prefer to a greater extent sales of Black Friday and women on Christmas.
  • On average, every respondent who stated that he intends to buy online, considers 8 different online stores he is looking for to make purchases.
  • About 3 out of 10 respondents have participated in the last 3 years at both Black Friday and Christmas discounts. According to them, satisfaction with the purchasing experience is on a rising trend (from 76% positive experience in 2016 to 80% in 2017).
  • However, for those who expressed their dissatisfaction with Black Friday 2017, the three main reasons for dissatisfaction with the purchasing experience are, in order: prices too high (31%), cuts were perceived as artificial (27) %) and the delivery time was too high (20%)
  • Only 17% of the respondents who participated in the Black Friday 2017 campaign no longer intend to participate this year, with the vast majority of 83% still interested in the Black Friday 2018 promotions.

The data were collected in September 2018 and the study was conducted on a sample of 407 urban and urban men and women over 18 years of age with internet access. The margin of error is +/- 5% over a confidence interval of 95%.

Black Friday and estimated GPeC figures in E-Commerce 2018

Black Friday 2018 will be organized by eMAG (the largest online store in Romania) on November 16 , most online retailers joining this date. From then on and until Christmas, all online stores will welcome consumers with promotions, the November-December period being the most prolific for merchants, providing them with approx. 25% of sales generated throughout the year.

Last year, only Black Friday weekend saw sales of over € 200 million .

In 2017, Romanian online commerce recorded the highest growth in the European Union (approximately 40% from one year to the next), reaching the threshold of EUR 2.8 billion at the end of the year.

According to GPeC estimates, e-commerce continues to grow sharply targeting the EUR 4 billion threshold at the end of this year . “Even though we may not reach this threshold in 2018, we are fast moving to 4 billion euros and talking only about e-Tail, that is physical, palpable, purchased online products. If we add the services (bill payments, air tickets, show tickets, etc.) that are mostly paid online by card, then the total market is already much higher  says Andrei Radu, GPeC Founder & CEO.

The main figures and statistics on the e-commerce market will be discussed at the GPeC SUMMIT November 12-13, 2018 – the biggest event in Romania, held in Bucharest. The event will be attended by international and local experts such as: Nir Eyal (author of the bestseller Hooked), David Meerman Scott , Brad Geddes , Ross Simmonds , Rusell McAthy , Iulian Stanciu (eMAG CEO), Felix Patrascanu(Managing Partner FAN Courier) , Valentin Radu (Founder Omniconvert) and others.




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