Young Swiss make the most of Black Friday offers
Almost everyone is now familiar with Black Friday, as the discount campaign from the US has made a name for itself in Switzerland. However, it is mainly young people who plan to take advantage of the offers on November 24.
In general though, the Swiss are less keen to shop this year, according to a recent study.
The study commissioned by Salesforce found that 39% of respondents across all age categories wanted to buy fewer products than in the previous year. Contrary to this trend, Generation Z, i.e. the under-30s, are definitely more willing to buy. A third are planning to buy more this year than last year and therefore rate Black Friday as attractive.
“It’s obvious that the under-30s have a different attitude to shopping than the other age groups,” explains Luca Pastorino from Salesforce Switzerland. These customers also respond to other promotions, which makes a personalised approach all the more important.
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Last year, only one in five customers took advantage of a Black Friday offer and this year around half of them are also not planning to make any purchases during this special discount campaign. The most common reason is that they don’t need anything at the moment. The reduced consumption is even more evident among the French-speaking Swiss.
In addition, many people were very sceptical about the offers. A third do not believe that they are really saving money. The consumer protection organisation recently expressed a similar view. The organisation warned against “pseudo discounts”.
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