If you know
how to maximize sales
during the year’s peak weeks,
you will exceed your ambitious targets.

If you know
how to maximize sales during the year’s peak weeks, you will exceed your ambitious targets.

Insights to help you make this peak season your best yet

We are in the busiest weeks of the year. 20% of all consumer spending is happening in the time between Black Friday and just after the holiday season. This time can make or break your sales success.

But this peak season isn't like any other. The events of 2020 have completely unended consumer purchase behavior. Are you prepared to maximize your sales during the year’s key promotional events? Can you outsmart your competitors? Grow your market share? Drive brand loyalty? To do so, you need reliable, up-to-date insights into all aspects of the shopping process - market trends, shopping behavior, pricing and promotion strategy, and consumer trends. Stay up to date with our Peak Weeks hub to get insights to: 

  • Know your customers' mindset
  • Deliver a strong online experience
  • Solve supply chain challenges
  • Collaborate effectively with partners
  • Power your tactical decisions
Peak Season Report 2020
GfK Webinar: Talking Tech
Insight Article: Wants vs. Needs
Insights Article: Black Friday 2020
  • Peak Season Report 2020

    If you know what consumers need, you will win in the weeks ahead.


    Inside our Peak Season 2020 Report, you’ll find insights on:

    • Consumers’ shopping behavior has changed. Have you adjusted accordingly?
    • How people are shopping in 2020
    • The rise of ‘need-fueled’ commerce
    • Pricing strategies for peak season
    • And more...


    Learn more
  • GfK Webinar: Talking Tech

    Understand today, plan for peak weeks ahead


    How is the industry performing, which segments have won, and which have lost, what’s driving demand, and what’s the outlook for the sector?

    To find the answer to these questions and more, listen to the webinar to hear the latest insights drawn from our distribution and point of sales intelligence on:

    • Disruption: Tech and durables market performance in H1 2020 and the recent recovery phase
    • Acceleration: Winners and losers as trends are propelled forward, from ecommerce to product development
    • New business reality: Supply chain and sales indicators for the crucial promotional period ahead


    Listen now
  • If you know this Black Friday will be like no other,
    you can take advantage like no other.

    Insights Article


    How changes in shopping habits will affect your biggest sales season of the year.

    • Want vs. need:
      The uncertainty means that shoppers are switching from an ‘I want’ to an ‘I need’ mentality, buying items that they urgently need to cope with their new reality.
    • Home sweet stay-at-home:
      The stay-at-home nature of the current crisis presents great opportunities in the coming promotional season for brands in home-related categories. 
    • The rise of click-and-mortar:
      There has been a surge in online shopping, with pure online retailers growing by 33%. ‘Click and mortar’ retailers have been thriving even more.


    Learn more
  • If you know what sold on Black Friday, you can plan for the holiday season

    Early start for premium-led promotion in peak season 2020


    With Black Friday coinciding with a second wave of coronavirus and government-imposed lockdowns in many parts of the world a lot of the trends observed since the beginning of the pandemic again rang true. Our latest article offers:

    • Data insights from this year’s Black Friday showing that promotions started earlier and lasted longer than in previous years, and premium products were a particular focus
    • A Q&A with GfK’s Category Head for Market Intelligence David Lewis who’s sharing intelligence on pricing and promotional dynamics in the telecoms sector


    Learn more

Learn more about what's happening in your local market

Our local teams are on the pulse of how Black Friday impacts consumers in their markets. Ready for a deep dive into your target market? Check out the latest (partly in local language)

Black Friday UK 2020

Cannibalised by previous lockdown purchases or up for major spend? 

Have Britain's shoppers already bought what they need this year, when we were forced to work, entertain and cook at home at the start of this year? Or is Black Friday going to be bigger than ever?

Read more

Black Friday Brazil 2020

This year's Black Friday will be the most digital in the history of Brazil.

As pointed out by the Black Friday 2020 survey: more online and less discounts that we carried out this year.

Read more

Black Friday Italy 2020

Download our report on Black Friday in Italy

Discover how consumers' shopping habits are changing as a result of the Coronavirus pandemic and how they are preparing for Black Friday.

Read more

Black Friday Belgium 2020

Download the Belgium Market Trends report on Black Friday

The current lockdown in Belgium will shake things up within the retailer landscape. Discover how sales are going to be distributed as Black Friday approaches.

Read more

Black Friday Greece 2020

Understanding new consumer behaviours 

Download our report and discover how Greek consumers are preparing and what they expect from Black Friday 2020. 

Read more

Black Friday South Africa 2020

South Africa’s Black Friday trends: major domestic appliances and click-and-mortar to thrive

With 16 percent of consumers agreeing this is a favourable time to make a big purchase and 10 percent agreeing they plan to make a big purchase for the home, this period is a major opportunity for technical goods brands.

Read more

Our solutions deliver robust consumer insights now and into the future

Insights from our Black Friday content come from a range of GfK products, all of which can help you power your business strategies and tactical decisions during these peak weeks and beyond. Learn more to find the solutions that are right for you: 

GfK Peak Season Insights
GfK Market Intelligence: Sales Tracking 

Knowing what to promote, to whom, at what price, on what channels and when is vital to success. Short-term decision-making requires up-to-date market intelligence. GfK’s Weekly Market Intelligence gives you the foundation you need to stay on top of the volatility. 

Learn more
GfK Peak Season Insights
GfK Market Intelligence: Supply Chain 

Monitor your entire supply chain, including which products are sold to each point-of-sale channel and at what price in the distribution market, down to a single SKU-level in one click. Benchmark your performance against competitors, maximize your sales impact, and measure channel ROI.

Learn more
GfK Peak Season Insights
GfK Brand Performance Monitor 

Link consumer perceptions of your brand with your market performance using robust insights from GfK. Leverage consumer perceptions to strengthen your strategic position and ensure future growthm as well as monitor and improve your brand performance.

Learn more
GfK Peak Season Insights
GfK Consumer Life

Get robust and stable customer insights and segmentations based on values, lifestyle, buying behavior, future world outlook and concerns, and affinity for tech. Available in a variety of formats, including syndicated reports, 24/7 online data access, consulting services tailored to your custom questions, and more.

Learn more
GfK Peak Season Insights
GfK Consumer Insight Engine

Get a complete view of purchasing behavior, detailed channel analysis, and  in-depth retailer performance. This scale of insight combined with GfK’s industry-leading, point-of-sale data - all bundled in an always-on, always checkable dashboard  will help you to take your strategies to the next level.

Learn more
GfK Peak Season Insights
GfK Purchasing Power Europe 2020 Study

Available in 42 European countries at detailed regional levels, along with seamlessly matching data to inhab- itants and households, and digital maps. Includes the GfK Corona Impact Index, which illustrates the extent to which European countries have suffered as a result of the effects of COVID-19.

Learn more
GfK Peak Season Insights

Rooted in data, powered by AI and validated by experts, gfknewron delivers predictive analytics at the right moment in time for you. Elevate your business performance with recom- mendations and forecasts customized specifically for you. Conquer the challenges, tackle the competition, and make winning decisions - fast.

Learn more
GfK Peak Season Insights
GfK Daily Pricing Monitor

GfK Daily Pricing Monitor is a fully-automated global price monitoring and analysis suite that covers all propositions within the telecoms sector. It gives leading manufacturers, mobile network operations and retailers always-on insights and the opportunity take full control of pricing and proposition decisions. 
Learn more