Observed Signal · Nov 28, 2024 · Survey · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Neutral
Black Friday 2024: Trends and Survey Insights
New data from the Bundesverband Digitale Wirtschaft (BVDW) shows that Black Friday 2024 remains predominantly online in Germany: 36% plan to use discount events, and 66.5% prefer digital shopping. Only 7.9% intend to shop mostly in-store, while 20.9% will shop both online and in-store. Consumers favor familiar brands (44.7%), and just 1.6% search for unknown brands. More than half (55.6%) have experienced fake ‘discounts’ that weren’t real. Tim Lomborg, Managing Director of affiliate platform Awin, identifies 10 trends for the Golden Quarter 2024, including rate-cut driven consumer confidence, BNPL relevance, personalized discounts via tech, AI-enabled marketing, influencer momentum, and growing Retail Media and partnerships. The report notes continued online dominance, rising influencer spend, and the emergence of options like Green Saturday as alternatives to BF, while brands emphasize transparent offers and cross-channel strategies.
Significant insight into holiday shopping trends and AdTech marketing strategies during Black Friday 2024; includes notable data on online shopping dominance, brand trust, and discount authenticity.
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Key Takeaways & Evidence Grounding
- 36% of Germans plan to use discount actions like Black Friday (BVDW survey).
- 66.5% of respondents prefer digital shopping; 7.9% plan to shop mainly in-store; 20.9% will shop both online and in-store.
- 44.7% prefer known brands; 1.6% search for unknown brands.
- 55.6% of shoppers have experienced fake discounts.
- Tim Lomborg, Managing Director at Awin, identifies 10 trends shaping Black Friday 2024 marketing.
Connected Companies & Entities
5 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Germany's Online Shopping Obsession: Black Friday 2025
Germany’s Black Friday 2025 is evolving beyond discounts. The article compiles expert insights, studies, and new tools showing AI, sustainability, and smarter shopping strategies gaining importance for brands and consumers. Stephan Fehske (addfame) describes the event as both a psychological driver and a strategic market-control instrument, while Saskia Feiling (Kolsquare) highlights the growing role of brand perception and the Green Friday counter-trend. Tanja Hilpert (Zendesk) notes KI-assisted service and shopping, Johannes Paysen (Seedtag) emphasizes context and emotion, Quirin Hasler (Refluenced) points to influencer-driven storytelling, and Jonas Lembeck (lehof) frames the period as a stress test for the marketing mix. The piece cites MobiLoud’s EU index placing Germany seventh in online shopping with an average €1,654 per person, and Criteo’s Consumer Sentiment Index on offline vs online shopping and AI usage. It also covers Meta’s new tools for Q5 (Advantage+ Lead Campaigns, CRM integrations) and GEM for advertising optimization.
YouTube Shopping Launches in Germany, Awin Provides Tech
YouTube Shopping has launched in Germany, allowing eligible creators to tag products directly in their videos, creating a seamless path from recommendation to purchase. The affiliate platform Awin provides the technical infrastructure for this integration. Initial participating retailers include Breuninger and Thalia, with the offering set to expand in the coming months. The program is now open to creators with at least 500 subscribers. YouTube reports that products tagged in videos can achieve up to 50% more clicks than traditional affiliate links in video descriptions. This move integrates creator commerce more deeply into the affiliate ecosystem, offering brands and retailers a new performance-based channel to the creator economy, and enabling creators to monetize their influence directly.
Pinterest AI Converts Beauty Pins into Action Plans
Pinterest unveiled 'Beauty Guides,' an AI-powered feature that converts beauty-related Pins (e.g., hair and nail inspiration) into actionable plans for salon visits. Using its visual intelligence and generative AI (Pinterest Intelligence), the feature translates user images into professional salon terminology like 'balayage,' 'root melt,' and 'almond nails.' Users tapping 'Get the Guide' receive details on what to ask for, estimated time, price ranges, and maintenance requirements. At launch, it works across hairstyle, color, nail shape, and finish Pins. This represents a practical, consumer-facing application of AI, bridging inspiration with actionable steps.
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