Black Friday 2024 sale results: the focus shifts to services
By ForGeeks According to analysts at the UKassa service (part of fintech company YuMoney), another Black Friday has come to an end. This year, payment data for the period of November 29-December 1 was examined and compared to the same period in 2023, as well as to regular days in 2024. The results showed a growing interest in the service and an increase in sales of goods with delivery.
The results showed a growing interest in the service and an increase in sales of goods with delivery.
Sales are up 20% over last year
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In 2024, online sales from Nov. 29 to Dec. 1 showed a 20% increase in total sales compared to last year’s Black Friday (Nov. 24-26). The number of transactions increased by 5% and the average check rose by 15% to 1,754 rubles. Compared to the usual days (November 25-27, 2024), the revenue of stores increased by 5%, while the number of payments did not change, and the average check rose by 3%.
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Most popular categories: sports and electronics
On November 29, the main day of the sale, sporting goods and electronics stores were particularly prominent. Turnover in the segment of sporting goods and tourism increased by 73%, the number of purchases – by 50%, and the average check amounted to 11,659 rubles (+15%). Health products, including sports nutrition, were also in demand, with revenue up 48% and the average check up 25% (RUB 8,655).
The consumer electronics category showed a 52% year-on-year increase in turnover, with the number of purchases up 16% and the average check amounting to RUB 30,658, up 31% year-on-year.
Clothing: more purchases, but smaller average check
In clothing stores, turnover increased by 21% and the number of transactions by 31% compared to the usual November days. However, the average check decreased by 8% (to 11,217 rubles), reflecting the peculiarities of discount sales in this segment. Interest in activewear grew by 42%, with the average check increasing to RUB 13,636 (+18%).
Home, repair and pet products
Spending on building materials (+75%), as well as on repair goods (+52%) increased significantly at the sales. The average check in these categories reached 14,977 and 13,180 rubles respectively. Pet products showed notable growth, with turnover up 23% and the average check reaching RUB 7,256.
Services gaining popularity
Demand for services such as grooming, restaurants and massage is showing steady growth. For example, the turnover of beauty salons increased by 36% and massage parlors by 83%. The average check in the latter segment rose to 11,155 rubles (+39%). Restaurants and cafes also attracted attention: turnover increased by 94%, and the average check amounted to 3,132 rubles (+24%).
Sales dynamics show that interest in services during the sales period is becoming a noticeable trend, offering consumers not only discounts on goods, but also the opportunity to have new experiences and positive emotions.
