The trend of early Christmas shopping is increasingly on the rise in Spain. Sitecore®, the world leader in digital experience management software, has published the Holiday Shopping Trends 2021 report detailing these shopping trends for the coming months in view of Black Friday and Cyber Monday. Specifically, 75% of Spanish consumers between 18 and 44 years old plan to buy a gift during these commercial campaigns.
These special dates continue to be the preferred dates for consumers. The trend of early Christmas shopping is increasingly on the rise in our country, as 68% of those surveyed consider that Black french email address list Friday symbolises the beginning of the pre-holiday shopping season. Specifically, 87% of young Spaniards between 18 and 24 years old are the most likely to buy on this day. However, 4 out of 10 respondents have a negative opinion of this type of campaign because they consider that it represents a culture of excessive consumption and 24% of consumers in our country prefer to avoid this date due to the large crowds.
Especially during a post-pandemic era, consumers expect Black Friday deals to increasingly include online shopping options. This means that the biggest shopping days of the year will be crammed into one day to give shoppers a more intuitive combined experience. In Spain, it is estimated that 48% of shoppers will shop online this Black Friday, with Millennials and Gen Z (59%) being the most likely users to shop online. Meanwhile, 4 in 10 Spaniards will prefer to go to local brick-and-mortar stores.
Almost half of Spaniards (47%) plan to make more targeted and better Christmas purchases this year, thanks to 45% of consumers saying they have more savings set aside for the holidays compared to last year. Despite this, almost 50% of young Spaniards between 18 and 24 years old are more willing to try new technologies that allow them to use different payment and financing options for this year's gift purchases.
Study data related to Black Friday shopping planning and generational differences
Purchasing behavior during Black Friday
68% consider Black Friday to be the start of the Christmas shopping season.
48% prefer to do their Christmas shopping early to avoid crowds on the streets and in shops.
41% believe that Black Friday has become synonymous with a culture of excessive consumption.
Consumption trends among young people
75% of Spanish youth between 18 and 24 prefer gifts based on experiences rather than materialistic gifts.