ikom e-commerce barometer of the black month

The black month

The month of November is to be considered in a specific way in e-commerce because of the numerous commercial operations set up (Black Month, Black Week, Black Friday and Cyber Monday).

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The e-commerce market

The month of November is to be considered in a specific way in e-commerce because of the numerous commercial operations put in place (Black Month, Black Week, Black Friday and Cyber Monday).
During this strong period, we note differences compared to the trends observed in recent months: even if the drop in sessions remains marked (-9.4%), the conversion rate is up for the first time (+4.9%), as well as the turnover (+4.6%). This increase in turnover is made possible thanks to a transaction volume that is close to that of last year (-5% vs. -21% conversion rate over the last few months) as well as an average basket that has been increasing since spring (+10.2%, which can also be attributed to the rise in prices and raw materials).

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Different sectors benefit the most from this promotional period, including indoor leisure, home, garden and decoration.

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The improved performance also reflects the willingness of the French to anticipate Christmas shopping this year in order to benefit from the best prices.

According to a NielsenIQ study, 22% of French people have started their Christmas shopping in advance, from mid-October, which corresponds to an increase of 8 points compared to 2021.

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And after Black Friday?

Furthermore, with Christmas approaching, many e-commerce sites continue to maintain promotions.

For this month of December, we note that 40% of Christmas purchases are not yet completed after Black Friday.

Moreover, this year, second hand, good deals and made in France are particularly in the spotlight: 51% of French people surveyed plan to buy second hand items for Christmas, 34% of new gifts are oriented towards local products or Made in France.

Do not hesitate to put forward these commercial arguments as much as possible during this period.

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The analysis is based on Google Analytics data (all sources) from about 100 e-tailers in France; we compare the data with the same period last year.
The trends we can observe are correlated to the performance of the sites connected to our tool and cannot represent the entire market. However, it can give an idea of the market trends over the analyzed period.