Young people are the most likely to buy on social networks on Black Friday and Cyber ​​Monday

Younger ‘online’ consumers are the most likely to buy an item directly from a social media platform, mainly Instagram (53%) or Facebook (40%), a trend that will continue in the Black Friday and Cyber ​​Monday campaign this year, in which Spaniards are willing to spend an average of 362 euros per person.

With an average expected spending of 362 euros per Spanish, the trend from last year continues, as the majority (52%) of Black Friday and Cyber ​​Monday shoppers plan to spend more or less the same as last year and a third (36%) plan to spend even more.

This is clear from the results of a survey carried out in Spain by the electronic commerce platform of small, medium and large shops Shopify, in which 1,057 Spanish consumers participated between September 30 and October 6.

Although Spaniards still recognize the date of Black Friday more than that of Cyber ​​Monday, in general they are very likely to participate during the entire special weekend of this year: 82 percent of consumers have expressed that they plan to buy during discount weekend 2021. Of this total, 95 percent plan to do so on Black Friday and 41 percent on Cyber ​​Monday.

The study stands out among the main attributes of Spanish buyers who are planners, since 73 percent plan to start looking for deals before the Black Friday and Cyber ​​Monday weekend begins.

Most consumers plan to spend about the same as last year (57%) on independent businesses. Consumers say that getting great prices, offers and discounts is their main reason for participating in the campaign (73%).

Another piece of information that emerges from the survey is that younger ‘online’ consumers are generally more likely to buy an item directly from a social media platform, mainly Instagram (53%) or Facebook (40%), as well as that a clear majority (87%) of ‘online’ shoppers expect their purchases to be shipped free of charge.

Likewise, younger ‘online’ shoppers are significantly more likely to visit a store before buying ‘online’ (59% between 18 and 34 years old, 46% between 35 and 54 years old and 45% among those over 55 years old ).

The category of electronics and technology products, from laptops to mobile devices, is the most important in terms of total spending (32%).

Another trend observed in the research is omnichannel since, in Spain, 58 percent of the buyers interviewed have expressed their desire to buy both ‘online’ and in physical stores. Along the same lines, 35 percent plan to buy only ‘online’ and 7 percent plan to buy only in physical stores.


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