Published: Less than 20 min ago
This year, the Christmas gift budget is smaller for the Swedes, which caused the sale holiday Black Friday to lose its sales figures.
Emergency goods such as fireplaces and batteries are among the most trending products.
– It is noticeable that we are living close to a war, prepping has become a thing, says Emma Lindgren at Svea Bank.
The crumbling economy caused Swedes to hold onto their money extra tightly during this year’s Black Friday. Discounts this year averaged 21 percent and sales started strongly. But it then turned downward towards the end of Friday, fresh figures from the price comparison site Prisjakt show.
In total, e-commerce sales on Friday fell by 12 percent. Black Week decreased by 9.5 percent, according to a summary by Prisjakt and Svea Bank. However, the loss has been smaller during Black November as a result of the shops having brought their campaigns earlier.
It was an expected result, says Emma Lindgren, expert on digital consumption at Svea Bank.
– Swedes consume less than in previous years because we are in a troubled economy. This year is also compared to the previous one, when digital trade was big due to the pandemic, says Emma Lindgren and continues:
– These were expected numbers, it has been a tough year for trade, especially digital. Now there is a return to physical stores at the same time as the economy is worse.
“Crisis products” trended
Consumers chose cheaper variants of products during this year’s Black Week and have a greater focus on savings this year.
One of this year’s big trends has been energy optimization of the home and so-called “crisis goods”.
Fireplaces, control units to control electricity consumption and batteries are on the list of this year’s best-selling products.
– We see that people have consumed based on the big themes that prevail in society now. It’s about energy prices and that we live close to a war. Suitcases are also popular, which is probably due to the fact that we have been in a pandemic and now want to travel, says Emma Lindgren.
Headphones, mobile phones and televisions are among the most popular items. Sales of fireplaces have increased by 746 percent compared to 2021, power plants by 473 percent and batteries by 101 percent.
– It is clear that there has been a real boost for these categories. Bluetooth trackers are also among the products where we have seen increased sales, but this may not have a practical connection to the societal situation, she says.
Facts
Trending products during Black Week 2022
This year, the most popular time to shop on Black Friday was 9:30 p.m. Several new categories trended in 2022 compared to 2021.
This is how much the categories increased as a percentage in turnover compared to 2021:
– Fireplaces/stoves: 746%
– Power plant: +473%
– Suitcases: 324%
– Bluetooth trackers: 265%
– Snow gear: 208%
– Batteries: 101%
– Gloves & Mittens: 96%
– Mascara: 82%
– Flat meadows: 77%
– Face cream: 54%
– Hair dryer: 54%
– Air fryers: 52%
– Perfume: 40%
– Elements: 29%
Source: Svea Bank
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