Observed Signal · Nov 22, 2024 · Market Trend · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Why Black Friday 2024 Is Worth It
The article argues that Black Friday 2024 will jumpstart the holiday shopping season, with many consumers already seeking inspiration days or weeks ahead. It notes that 72% of shoppers look for deals early, suggesting brands should offer discounts earlier and tease post-Black Friday promotions. In Germany, 63% view BF/Cyber Monday as important for gift shopping, and about 73% plan to spend the same or more than last year. Mirakl's Georg Sobczak frames Black Friday as the season’s kickoff, with expectations of a broader shopping period and a new start date around November 29. Seedtag's insights highlight categories such as fashion deals, supermarket discounts, and tech as key BF interests. A KMU Amazon study finds 88% of small and medium businesses view holiday sales as crucial for growth, and 40% see AI as a top growth technology. Fairphone and Murena sponsor €40 per smartphone to ARM, while Green Friday encourages mindful consumption.
Seasonal holiday shopping trends and AI adoption have industry relevance but are not platform-specific or regulatory causes.
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Key Takeaways & Evidence Grounding
- 72% of consumers are inspired to shop before Black Friday (days/weeks prior).
- 63% of Germans view Black Friday/Cyber Monday as important for gift shopping; 73% plan to spend the same or more than last year.
- Black Friday extended with November 29 noted as a new start for Christmas shopping.
- 88% of 5,000 KMU say holiday sales are crucial for growth; 40% see AI as a key growth technology.
- Fairphone and Murena donate €40 per smartphone to ARM; Green Friday promotes mindful consumption.
Connected Companies & Entities
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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.
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