Shopping: Black Friday involves 12 million Italians


Out of 800 Italians between the ages of 18 and 65, there will be 12.7 million Italians who will make at least one purchase on Black Friday . It will be from 18 to 25 November. The average budget is 261 euros per person for a total turnover of 3.3 billion euros. A sharp increase compared to 1.7 billion in 2021.


The protagonists of Black Friday will be fashion products. 64% of purchases will be based on clothing, footwear and fashion accessories with discounts. Then come electronics and information technology (57%), household appliances, TVs and washing machines (41%), household items (32%). 9% concerns toys, books, collectibles, cosmetics and perfumery. 57% will use the occasion to anticipate each other with Christmas gifts.

But Black Friday is mostly online . Only 29% of people will go shopping in nearby shops. Then 64% on ecommerce platforms , multi-brand online portals (43%), purchases directly on the site (29%). 40% will also buy at the physical stores of large chains and 19% at supermarkets and hypermarkets.


Black Friday and November promotions in general are anticipating Christmas and diverting it to the web. It is therefore legitimate to ask whether it is necessary to guarantee greater market balance, rather than leaving everything as it is, witnessing, without intervening, the transformation and desertification of our cities, with the shop windows obscured by rented signs. We finally have a ministry of businesses and Made in Italy, which also includes the network of local shops, a heritage and a feature of our economy, which must be protected like our products.

Mauro Bussoni, general secretary of Confesercenti

  • Black Friday, 12 million Italians ready to shop (


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