As Black Friday approaches, consumer behavior research from Hawk reveals key trends shaping France's retail landscape. The data paints a clear picture: while French consumers under 25 show the highest participation rates, their spending power remains modest compared to older demographics.
Age and Spending: Generational Divide in Consumption Patterns
The study shows more than one-third of French consumers under 25 plan to participate in Black Friday sales, compared to fewer than 15% of those over 45. However, nearly 60% of the youngest shoppers set budgets below €100. In contrast, the highest spending bracket (over €500) represents 13% of all consumers, with the 25-44 age group demonstrating the strongest purchasing power, averaging over €100 per person.
Channel Preferences: Brick-and-Mortar Maintains Stronghold
Despite e-commerce growth, physical stores remain dominant in France. Preference for in-store shopping ranges from 36% among the youngest consumers to 58% for the oldest. Online shopping accounts for 20% of purchases in the under-25 group, declining progressively to just 9% among those over 45. This suggests even digital-native consumers still value traditional retail experiences.
Top Categories: Tech Leads Demand
High-tech products and accessories emerge as the most sought-after items, followed by beauty products and home appliances. This trend aligns with global consumption patterns, suggesting cross-border e-commerce operators should prioritize these categories to meet French consumer demand.
The 2022 French Black Friday market presents distinct characteristics: enthusiastic but budget-conscious youth consumers, persistent relevance of physical stores, and strong demand for technology products. Retailers must develop age-specific marketing strategies, optimize omnichannel distribution, and focus on high-demand categories to compete effectively in this dynamic market.