OpenBusiness OpenBusiness analysts examined the results of the sales period, identified the relevant trends both in the world, and in Belarus and shared the results with the publication Office Life.
The major feature of this year in the global scale is the continued growth of online sales and revitalization of offline commerce. In addition, more more consumers are beginning to purchase in advance, taking advantage of pre-seasonal discounts, which supports high sales throughout November.
What in Belarus?”
Category “Technics and electronics”. According to data analysts OpenBusiness, for the Belarusian market the segment electronics and household technics traditionally remains one of the leaders. In 2024 year such brands as “Electrosila”, Xistore and “5 element”, demonstrated notable growth of activity. And the peak of purchases at Xistore came on 23 November – a few days before the official “Black Friday”. This says that the strategy of early starting the stocks was successful.
As for the average check, in 2024 it increased on the days of Black Friday:
- “Electrosila” – increased from 200 rubles in 2023 year to 256-260 in the main days of sales;
- “5 element” – to 350-450 rubles;
- Xistore – to 300-350 rubles.
- Earlydiscountswork:Shoppersareincreasinglybeginhuntingforbeneficialoffersearlier,whichmakespre-seasonalpromotionsanimportantpartofthecampaign.
- Balanceofpricecategories:brandsthatofferbothbudget,andpremiumgoods,aremoreoftenwinningthebattlefortheattentionofshoppers.
- Interestinexpensivegoods:technology,clothingandpremiumaccessoriesaredemanding,especiallyifthecustomerseesrealbenefit.
Category “Clothing for all the family”. In this segment the growth in the number of transactions was about 30%, but the picture of the change in the average check was homogeneous:
DeFacto – the average check dropped from 87 to 65 rubles, which is related to the accent on budget goods and deep discounts;
LC Waikiki and Mark Formelle – the average check increased by 8-15% because of thepromoting more expensive goods.
An interesting trend is the increase in the number of purchases before the official beginning of global sales. For example, Mark Mark Formelle peaked transactions two days before the main event, which confirms the success of the strategy of early discounts. LC Waikiki also did bid on the classic format: the maximum sales were on Black Friday (November 28).
Category “Stationery”. Such retailers as Ofiston and OZ, actively used the strategy of early start. For example, Ophiston’s peak activity was recorded on 23 November, a few days before the main day of discounts.
The increase in number of transactions compensated for the decrease in the average check, resulting in the turnover of brands increased by 3-5% compared with November 2023. At the same time Miniso faced the opposite situation: the growth of the average check on the background of the decrease in the number of transactions didn’t allow the increase in total turnover.
Conclusions
In this year the Black Friday has once again showed how important it is to consider customer behavior andflexiblyadaptstrategies.
