Black Friday 2021: Which were the top sectors in terms of sales?

Black Friday is now well-established in Greece and entrepreneurs as well as consumers wait for it every year with great expectations! In 2020 the results were impressive, with online sales skyrocketing e-commerce numbers, mainly due to the pandemic.

But what happened in 2021? Which sectors went off the charts?

Top 5 sectors in number of e-shop transactions (Black Friday vs previous 3 Fridays of the month)

1. ELECTRICAL ITEMS -> 446%
2. HOUSEHOLD APPLIANCES -> 392%
3. JEWELLERY -> 385%
4. COSMETICS -> 264%
5. CHILDREN’S CLOTHING -> 221%

Each year is better than the last for e-commerce. It is indisputable that consumers are now familiar with online shopping and particularly on occasions such as Black Friday, they prefer it to avoid queues and overcrowding and to shop from the safety and convenience of their home. Electrical and household appliances were their first choice this year as well, with jewellery and cosmetics following with an impressive percentage increase.

Top 5 sectors in number of POS transactions (Black Friday vs previous 3 Fridays of the month)

1. HOUSEHOLD APPLIANCES -> +118%
2. COSMETICS -> 78%
3. MEN’S CLOTHING -> 61%
4. WOMEN’S CLOTHING -> 51%
5. ELECTRICAL ITEMS -> 51%

POS transactions in brick-and-mortar stores are increased for most sectors, however, they were relatively close to last year’s levels, with household appliances taking first place over electronics and clothing having a stronger position compared to online shopping. It makes sense if one thinks about it, since these are categories where consumers want to see the products up close before buying them.

The change in the value of the average transaction in each sector is also interesting, since, apart from performing more purchases, consumers were indeed prepared to spend more on Black Friday this year.

Top 5 sectors in e-shop transaction value (Black Friday vs previous 3 Fridays of the month)

1. 5722-HOUSEHOLD APPLIANCES -> +43%
2. 5641-CHILDREN’S CLOTHING -> +35%
3. 5065-ELECTRICAL ITEMS -> +28%
4. 5734-COMPUTER SOFTWARE -> +27%
5. 5941-SPORTING GOODS -> + 16%

Top 5 sectors in POS transaction value (Black Friday vs previous 3 Fridays of the month)

1. 5065-ELECTRICAL ITEMS -> 75%
2. 5977-COSMETICS -> + 61%
3. 5732-ELECTRONIC ITEMS -> + 43%
4. 5722-HOUSEHOLD APPLIANCES -> +38%
5. 5944-COSMETICS -> +28%

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