Black Week is just around the corner, and with it comes one of the biggest opportunities of the year for retailers to connect with shoppers. But how can brands and businesses make the most of it? At Bright IT, we’ve partnered with Voyado to unpack key insights from a representative survey of 1000 German consumers, revealing what they plan to buy, where they’ll shop, and what drives their purchasing decisions.
These insights are designed to help e-commerce leaders, retailers, and innovators like you stay ahead in this rapidly evolving digital landscape.
An omnichannel mindset is key
Black Week continues to evolve as an omnichannel event, blending the digital and physical shopping worlds. Our survey found that:
63% of German consumers view Black Week as an online AND in-store event, showcasing the importance of seamless omnichannel strategies.
Yet, 60% prefer to shop online, citing better discounts (31%) and the convenience of home delivery (29%).
Younger shoppers stand out for their preference for in-store shopping, highlighting opportunities for experiential retail.
As a trusted partner for innovation in e-commerce, Bright IT recommends bridging these preferences through well-integrated systems that provide consistent experiences across all touchpoints. Whether online or offline, your customers expect frictionless interactions—especially during peak shopping events.
Understand shopper behaviour: planned vs. spontaneous purchases
Knowing how and when your customers decide to shop is crucial for campaign planning. Here’s how German consumers approach Black Week:
44% are spontaneous shoppers, responding to last-minute deals.
26% are semi-planned, with general ideas but no firm commitments.
30% are planners, carefully researching and comparing prices before making a purchase.
This mix calls for diverse campaign strategies. Leverage personalized marketing tools and dynamic pricing to engage planners while ensuring flash deals and time-sensitive offers captivate impulse buyers.
Product categories that dominate Black Week 2024
Consumers’ top categories for Black Week reflect varied priorities:
Electronics remain a must-buy, leading the charge in demand.
Fashion, home goods, and toys also make the list, showing broad appeal across demographics.
This means that successful retailers will tailor messaging and promotions to match their specific audiences.
The psychology of Black Week shopping: Discounts, FOMO, and more
Discounts continue to dominate as the number one driver for Black Week purchases:
65% of shoppers say discounts heavily influence their decisions.
41% feel the pressure of FOMO (Fear of Missing Out), especially younger consumers aged 16–34, where over 50% feel a sense of urgency to grab deals.
For retailers, this means creating urgency and exclusivity is crucial. Leverage countdown timers, personalized discount codes, and VIP offers to attract deal-driven shoppers.
Actionable insights for Black Week success
To thrive during Black Week 2024, retailers need strategies that cater to the omnichannel, data-driven, and highly competitive environment of modern e-commerce. Based on our findings, here are our recommendations:
Seamlessly integrate online and offline experiences to meet customers wherever they shop.
Leverage real-time data to dynamically adjust deals, pricing, and inventory as shopper behaviours shift during the week.
Target consumers with personalized offers, especially in-demand categories like electronics, fashion, and home goods.
Tap into urgency and exclusivity to attract FOMO-prone shoppers while maintaining long-term customer trust.
For a detailed breakdown of our findings, check out the full infographic here
Klaus Unterkircher
CEO/Founder, Bright IT
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