Black Friday Double – Mail News

This year, the turnover of Russian retailers during the "Black Friday" almost doubled compared to the same share in 2017, reaching record levels. Better still, the Russians bought clothes, electronics and household goods, worse – airline tickets.

The record sales of "Black Friday" in Russia this year have been recorded by the Infoline-Analytics agency. According to him, in comparison with the share of last year, the total revenue of traders increased from 70 to 100%, depending on the type of goods. The marketing company Criteo discovered that the most active shopping was on Friday: two hours after midnight, sales reached 230%.

The action becomes broader, new participants join him. Many companies use it as an additional opportunity to sell their stale inventory and focus on products that have not been promoted for a long time.

Mikhail Burmistrov

Infoline-Analitika CEO

He says that sales of non-food items in offline stores have exceeded 70 billion rubles in a single Friday.. online sales amounted to more than 17 billion rubles.

At the same time, as stated in "Infoline-Analytics", online sales this "black Friday" has almost quintupled compared to the turnover of early November.

In offline stores this indicator was slightly lower, but trade was 30 to 40% more successful than ordinary days. From 19 to 25 November, clothes and shoes, electronics and household items became the most sought-after products, Burmistrov said. According to the research of the manufacturer cash register online "Atol" (data of more than 13,000 cash registers), during the rally, the Russians bought 299 million rubles via Internet.: It was mainly smartphones, games, software and accessories.

"According to this year's results of the action, the average control has increased by 31% over that of November and by 65% ​​compared to the indicators of the" Black Friday "in 2017," said the founder of Atol, Alexei Makarov.

In "Mr. Video Eldorado calculated that thanks to Black Friday, customers of both networks were able to save about 70 million rubles this year.

The traffic and the number of orders in six days of the stock almost doubled compared to the usual days of October and 30% compared to the stock of the previous year. In addition to Eldorado smartphones, more than others, people bought vacuum cleaners, Microwave oven and hair dryer to "Mr. Video "- products for players and mobile devices.

The representative hypermarket online Ozon says his Black Friday sales were about twice as much as ordinary days. In his case, children's products, home and garden products, electronics, clothing and books have proven to be the most popular products. The traffic from the Svyaznoy and Euroset stores during the promotional period was multiplied by 2.5 compared to last year, said the marketing director of the merged company, Yulia Zaripova.

Shelves (+ 22%), accessories (20%), smart watches and wristbands (19%) and game consoles (17%) were the most popular category of products compared to the average week.

Julia Zaripova

marketing director of the merged company

The success of the action is narrated in hypermarket online "Platypus", the first time participating in the sale. The retailer offered discounts on food, dishes, toys, pet supplies, personal care products and household items. Friday of the previous week, revenues increased by 279%.

Fashion retailers also satisfied with the action. At the time of its participation, Sela's business turnover rose 20% over the expected figure, profit – by 30%. Mikhail Burmistrov drew attention to active inclusion in the action online platforms Fruit of the woods: "They increased their sales by 1.88 times and for the period, the shares sold goods worth 11 billion rubles. the same Friday – by 3 billion rubles. which is 2.5 times more than the other days. "

Not very successfully pbaded the "Black Friday" for the aggregator of plane tickets and hotels. According to Aviasales, on November 23, the number of tickets reserved from search engine partners has increased by only 7% compared to normal days. OneTwoTrip indicates that hotel bookings have increased about 20% from the average.

Nikita Schurenkov, Alexandra Mertsalova