- Black Friday : European average online spending up 14% in 2024

Black Friday : European average online spending up 14% in 2024

In Western Europe, Black Friday 2024 was characterised by an increase in spending and volumes (no inflation effect) and a massive recruitment of new e-shoppers. Although customers' participation, at 46%, exceeded the 2020 peak, the marketplaces imposed their rules. TikTok Shop is now one of the 10 best-performing sites.

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%),…

Sophie Baqué