Black Friday has conquered Hungary. Research conducted by eNET in December 2016 shows that almost 2.1 million adult Internet users made a purchase that day. The special offers were not only popular online, but also offline, in conventional shops. Bargain hunters primarily bought toys, clothes, IT equipment, and kitchen appliances. 30% of Internet users now consciously choose to prepare for this day. Despite all aversions, Black Friday is becoming a tradition in Hungary, too.
Black Friday – not only online
According to an online research by eNET in December 2016, Black Friday had boomed this year, with close to 2.1 million people taking advantage of the special offers. Of these, 800,000 buyers only purchased goods through webshops offering discounts (both at normal and discounted prices); 510,000 shopped only in participating offline stores; and 770,000 took advantage of the bargains both online and offline.
Black Friday is no longer new to adult Hungarian Internet users; almost all of them have heard about it, and three out of ten consciously prepare for it. About 9% of this year’s shoppers claim that they usually prepare for the sale before it even starts to make sure that they are able to buy what they want; and 21% is ready with a list of products that they consciously look for. More than half (51%) of the respondents do not prepare in advance, but do check the offers of the participating stores and webshops.
Top shops and products on this year’s Black Friday
This year’s top 5 Black Friday (web)shops, in alphabetical order, were eMAG, Extreme Digital, H&M, Media Markt, and Tesco. These are where most adult Internet users claimed to have shopped in the discount period.
As to the product categories, toys and gifts (21%) are neck to neck with sport and other clothing (21%), information technology (20%) as well as household and kitchen appliances (20%). These are closely followed by entertainment electronics (16%) as well as drugstore and beauty articles (15%).
About 35% of Black Friday shoppers purchased goods (online or offline) for less than HUF 10,000, half of them for HUF 10,000 to 50,000, and 16% for more than HUF 50,000.
Online shopping: we insist on couriers, but are increasingly open to card payments
Concerning the delivery of the products purchased online, courier services remained the favourite on Black Friday, just as in Hungary’s e-commerce in general. This time, 78% chose this delivery method. Eighteen per cent collected the articles personally in a shop, 15% at manned delivery points, 6% by mail delivery, and 5% at an automated delivery point. (Multiple responses could be given.)
Even though half of the people shopping online (as well) paid cash to the courier, card payments were also very popular: 36% paid through a bank’s online system, 12% to the courier upon delivery, and 8% through an intermediary. Another 6% opted for bank transfer, and 1% for a mobile banking app.
Black Friday is becoming a tradition in Hungary, too
Black Friday may have been a novelty in Hungary a few years ago, but it is becoming a tradition: more and more online and offline stores offer an increasing range of goods at bargain prices, and buyers jump at the opportunity. In view of this year’s experiences, the number of Black Friday shoppers could easily exceed the 2.1 million mark in 2017.