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Black Fridays in Sweden 2018

Preliminary results of the early pre-Christmas sales were published in the US last night. According to the research company “ShopperTrak”, customer traffic in the common stores on “Black Friday” decreased by almost 2%. Experts note the continuation of the trend of previous years, within which the consumer activity shifts from offline to online, though not as actively as might have been expected.

Hands in the phone, not feet in the shop

“ShopperTrak” reported that by preliminary results on Thanksgiving (Thursday) and “Black Friday”, customer traffic decreased by 1% compared to last year, and on “Black Friday” —by 1.7%. The company’s experts note that such picture corresponds to the events of the last few years.


“The fact that the total traffic for two days remained almost unchanged since last year (as well as for the last three years) proves wrong the statement that “Black Friday” is no more popular, — believes a senior director of international consulting of “ShopperTrak” in the retail field Brian Field. — Shopping in physical stores continues to be a special event for the consumers. Based on these data, it can be said that retailers can boast of a successful holiday season”.

In monetary terms, the outcomes of “Black Friday” can give more reasons for optimism. According to Mastercard, the volume of sales on “Black Friday” — both online and offline — amounted to $23 billion, which is 9% more than in the last year. Payment system predicts that for the entire holiday season (from 1 November to 25 December), retail sale can increase by 5% compared to the last year.


“We’ve recorded a good start,— notes the senior advisor of “Mastercard” Steve Sadove in an interview with CNN.— A positive progress is noted in both online and offline channel.”

Other researchers record significant growth in the online sales. Thus, according to Adobe:

-On this “Black Friday” Internet sales have increased by 23.6% ($6 billion) compared to the last year;

-Also this year, the online purchases made on “Black Friday” have first surpassed $2 billion; -Compared to the last year online traffic increased by 33.5%.


“Retailers did everything to create the convenient conditions for online shopping”, — reported the director of “Adobe Digital Insights” Taylor Schreiner to CNBC.

In Europe, “Black Friday” has become popular only in the last few years. American attraction came to the UK before anyone else — in 2013–2014, and then spread to the countries of continental Europe. Last year, “Black Friday” in Sweden was celebrated only for a second time.

“It may be seen from the activity of retailers like Cdon and the media coverage. All sectors participate in the event: commodities for rest, sports fashion industry and automobile manufacturers — everybody makes some special offers,— notes the expert.— Communication is carried out by means of both social networks, electronic dispatch, radio, websites and posters in the shops”.

Meanwhile, Swedish retailers prefer not to just copy the American experience but to consider the features of the local traditions and mentality, as well as the global trends of the consumer market. Local brands like <a href=””> </a> implement “Black Friday” as the new date of their promo calendar. However, they make it forcedly — under pressure from the competition of online stores. The thing is, in Scandinavian countries this is not the most appropriate date for sales. When there is only one month before Christmas, people start to make gifts anyway. Therefore, if the retailers get carried away by sales, they will be at a loss. Another feature of the Swedish market is that here the “Black Friday” is traditionally regarded as a controversial phenomenon — it is frequently criticized as a symbol of excessive consumption.


Alexandru is the co-owner of TopDesignMag. “If it looks easy, it's hard. If it looks hard, it's impossible. If it looks impossible, it's due tomorrow. At 8 A.M.”

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