Russians’ interest in Black Friday has halved – Kommersant
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Compared to 2021, Russians have become half as interested in Black Friday promotions, according to research from Tochka Bank. Compared to last year, Russians’ interest in such shares fell by almost a third – by 33%.
For the study, Tochka analyzed user queries in Yandex on the eve of Black Friday (November 11, or 11.11) and during sales, as well as historical query data from 2021 using the Wordstat database. The largest marketplaces such as Wildberries, Ozon and Aliexpress were studied.
Interest in such stocks began to fall back in 2022 – then Russians searched for information about them 26% less often compared to 2021. At the same time, it turned out that this year Russians began looking for deals on Black Friday in advance – already from the first week of October. Last year they only looked for discounts in the first week of November.
According to the study, this year users of the Ozon marketplace needed discounts more than others – it accounts for half of all requests (48%). Wildberries are in second place (32% of requests). AliExpress accounted for only 8% of requests. This figure is higher for the Megamarket marketplace: 11% of requests for discounts.
At the same time, users of the Wildberries, Ozon and Aliexpress marketplaces were most interested in discounts on the “Clothes and Shoes” and “Home and Interior” categories. The third place in popularity on Ozon and Wildberries is furniture, but on Aliexpress this category is rarely searched – it did not even make it into the first ten requests.
About trust in Black Friday discounts in five graphs – in the material “Buy, but check”.
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