According to NielsenIQ, in Europe, consumer participation in Black Friday increased in 2024, while total spending jumped by 14% year-on-year. In this report, as last year, mind Retail took into account the 10-day period of sales. European data includes Germany, U.K., France, Italy, Spain, Netherlands, Belgium, Austria, Switzerland and Ireland.
In 2024, French participation was much higher than in 2020
As in the previous edition, the volume of French online shoppers in Black Friday 2024 was the 3rd highest in Europe, following the British and the Germans. After falling back in 2023 (by 1 point to 42%), it rose by four points in 2024 to 46%. This is higher than the peak recorded in 2020, when volumes reached 45%.
In France, average consumer spending reached €223 for e-shoppers, compared with €206 one year earlier. Spending grew by 8.2% year-on-year (versus +15 % in 2023).
Across Europe, participation rose by between 2 and 5 points
As consumers increasingly anticipate Christmas purchases, participation has increased across all European countries.
