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    • 11/13/19
    • Retail
    • Trends and Forecasting
    • Global
    • English

    4 facts you can’t ignore about Black Friday

    Seasonal promotions are one of the core reasons consumers make a purchase. The importance of good deals to consumers can be clearly seen in GfK’s weekly long-term sales trends for Technical Consumer Goods. GfK has found that about a quarter of cumulative global sales come from select promotional events that only take place during 10 weeks of the year. Of course, there are regional differences, but Christmas, Singles’ Day and Black Friday dominate the promotional calendar in many countries around the world.

    1. Black Friday 2019 is timed perfectly

    Every year, Black Friday falls on the Friday after Thanksgiving in the US, which is celebrated on the fourth Thursday of November. This year’s Black Friday takes place on the latest possible date, 29th of November: right after payday and only three weeks before Christmas. As a result, many consumers will already feel the pressure to buy gifts and, probably more importantly, will have money to spend on Black Friday deals. For some shoppers, this might be the first time that they can go bargain hunting without having to organize a loan before making their purchase. This year’s Black Friday could well set new sales records thanks to its timing.

    2. Black Friday is bigger than Christmas

    Traditionally, the Friday after Thanksgiving has been regarded as the beginning of the United States’ Christmas shopping season. Today, both in volume and value, Black Friday is bigger than the original peak trading periods including Christmas and the January sales – and it continues to grow. Our Weekly Point of Sales Tracking shows that Black Friday week in 2018 generated more than double the turnover (+113%) of an average selling week across the EU5 (France, Germany, Italy Spain, UK) markets. For those countries plus Brazil, Black Friday is the most important week of the year in terms of sales value generated. Latin America has seen unprecedented peak sales during Black Friday.

     

    3. Black Friday attracts aspirational bargain hunters

    In general, consumers love bargains and they are actively looking for them. shows that with the ease of making price comparisons online, a growing number of consumers shop around before making a purchase decision. Globally, nearly half of all consumers (44%) have increased the frequency they compare prices from different stores. This is true for 58% of shoppers in Latam, 45% in Europe, 41% in APAC and 35% in North America.  And this is what makes Black Friday so successful and important – but retailers need to make sure the price drops are genuine in this environment of comparing prices.

    And our research shows that a significant proportion of shopping decisions might be driven by consumers wanting to treat themselves. A growing number of shoppers state that they want to “indulge or pamper themselves on a regular basis” or that they “prefer to own fewer, but higher quality items” or they “only buy from trusted brands”. These types of shopper attitudes give an indication of what aspirational bargain hunters could be looking for on Black Friday.

     

    4. It’s happening – so don’t fight it

    Black Friday has become an essential part of the annual retail calendar for deal-loving shoppers. So for retailers, it’s a question of “do or die”. To “do” it successfully, it’s important to understand the nuances of purchase behavior and shoppers’ attitudes. To make this key event in the “golden” quarter of the year deliver for your business, manufacturers and retailers alike need accurate weekly point of sale data to evaluate performance and plan tactics. In today’s competitive retail environment, it’s vital to respond quickly to consumer purchase behavior and competitor offers.

    And in the more mature markets, we’re seeing a trend in retailers and manufacturers finding new strategic answers on their quest to make Black Friday profitable despite the challenge of meeting consumers’ demand for bigger and better bargains. This trend is called “Premiumization” and it could transform Singles’ Day, Christmas and the rest of the 2019 shopping season.

    Can “Premiumization” save shopping season 2019?

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  • How Lenovo uses Weekly POS data to adjust forecasts and promotions rapidly, and maximize crucial sales periods
    • 11/13/19
    • Point of Sales Tracking
    • Global
    • English

    How Lenovo uses Weekly POS data to adjust forecasts and promotions rapidly, and maximize crucial sales periods

    Mastering tactical business decision making with GfK’s weekly data

  • Map of the Month: GfK Purchasing Power Europe 2019
    • 11/13/19
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Global
    • English

    Map of the Month: GfK Purchasing Power Europe 2019

    GfK's Map of the Month for November shows the distribution of purchasing power in Europe in 2019.

  • Black Friday and Singles’ Day: Bigger than Christmas and the January sales
    • 11/11/19
    • Press
    • Global
    • English

    Black Friday and Singles’ Day: Bigger than Christmas and the January sales

    GfK findings show that over the years, consumers were encouraged to ‘trade up’ to higher spec models rather than choose the cheapest models on offer. 

  • From reach to impact: optimize the consumer journey
    • 11/08/19
    • Shopper
    • Global
    • English

    From reach to impact: optimize the consumer journey

    What do people expect at which point in their consumer journey?
    And which sales and media channels can be used to reach potential target groups effectively and efficiently? Download our free white paper to explore the findings.

    • 11/05/19
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Global
    • English

    How can local TV brands prepare for the new competitive video landscape in 2020?

    Digital devices offer new ways for audiences to engage with content. Latin Americans are using their laptops, mobiles and tablets to consume a wealth of online media from short clips, streamed music and radio, as well as TV and print content. In Mexico, mobile video content is driving the web. When audiences turn to their devices for mobile or web viewing of online media content, we observe brands such as YouTube, Spotify and Netflix – as well as local TV brands and radio channels in the top 10 most used media channels.

    The rise of online TV brands

    The popularity of YouTube across the globe is well known, and the Latin American markets are no exception to this general rule. What is stark however, is how much time Latam audiences spend with Netflix online, particularly when contrasted to the local TV services. Of course, Netflix offers long-form content and so a high level of time engagement would be expected. However, its prominence does raise questions about how well local media organizations are adapting to this new landscape.

    The new video consumer is hungry for content and will seek out services that deliver the entertainment they desire. Local players have developed VOD app services, but with continued threats from global players like HBO Go and Amazon Prime Video, how can local media organizations deepen their content and digital strategies to better engage their audiences?

     

    Local TV brands deliver the reach but there are opportunities to build more time spent

    Across all markets, Netflix is in the top 5 media brands in terms of its reach for both the total Media Broadcasting and Media On-Demand activities. It also dominates time spent, along with YouTube and Spotify.

    However, in all markets, there is a strong presence from local TV brands and in some markets, they deliver as much reach as Netflix (Globo in Brazil, Canal 13 in Chile and Caracol TV in Colombia). In Brazil, Globo.com reaches 88% of the online population, 13.cl in Chile reaches 94%, Caracoltv.com in Colombia reaches 88%, Unotv.com in Mexico reaches 60%. These brands now have the opportunity to better convert their audience reach into increased time spent with their digital services.

    The only exception to this pattern is in Argentina where Netflix, despite its high reach, is not engaging audiences in terms of time spent. Here the key local TV brand competitor, EltreceTV, only reaches half of the online population, so there is an opportunity for a dual strategy to build reach and time engagement.

    How are Amazon Prime Video and HBO Go performing in the region?

    It is not just Netflix that local TV brands compete with, there are emerging services that will diversify the viewing choices further in the region.

    While Netflix reach in Latam has been strong for a couple of years, our data demonstrates that Amazon Prime Video is beginning to cut through, mainly in Mexico and Brazil. In Q2 2019, Amazon Prime Video reached 24% of online adults in Mexico and 12% of online adults in Brazil.

     

    HBO Go is also now cutting through in Brazil, Chile and Mexico. We can measure how people are accessing it, via their browser or the app.

     

    How well are the local VOD app players performing?

    The leading media organizations each have a VOD app service. Claro Video has achieved a presence across the region, with reach being strongest in Mexico (28%). It outperforms Amazon Prime Video currently. In response to Amazon Prime Video’s growth, Claro Video will want to build on its existing reach to continue to offer a unique service. The second strongest market for Claro Video is Colombia (17%), followed by Chile (12%) and Argentina (7%).

    Globo Play has gained strong traction in Brazil at 17% reach, outperforming HBO Go and Amazon Video. Movistar Play reaches one in 10 online adults in Argentina and Colombia, and marginally higher at 13% in Chile.

     

    2020 will demand a deeper audience, content and digital strategy

    It’s evident that Latam audiences are seeking new ways to engage in content. Whilst the market has become used to Netflix dominating, new global entrants are emerging and will increasingly compete with local media players as consumers expectations evolve and increase around content and its delivery.

    The year 2020 will be a pivotal year not only for local TV brands but for the rest of the local media organizations to see how well they can protect, build and capture audience engagement.

    How we work with clients

    GfK helps clients navigate through disrupted consumer markets. We respond to client challenges through our expertise in consumer insight, media measurement and digital analytics.

    Our passive behavioral data gives us a unique opportunity to deliver a consumer-centric, cross device view of audiences and their attitudes and behaviors. We understand who is using different media services, the devices they use and how frequently. We can also evaluate cross media usage and track emerging behaviors or shifts in how your audience is consuming different media and apps. This data provides a wealth of insight but can also be applied to monitor ongoing performance, making insight more actionable within an organization.

    Want more news about Media Measurement?

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  • Map of the Month: Purchasing power for new automobiles, Germany 2019
    • 10/29/19
    • Automotive
    • Geomarketing
    • Geodata
    • Global
    • English

    Map of the Month: Purchasing power for new automobiles, Germany 2019

    GfK's Map of the Month for October illustrates the distribution of 2019 purchasing power for new automobiles in Germany.

  • German Consumer climate under pressure
    • 10/25/19
    • Press
    • Global
    • English

    German Consumer climate under pressure

    These are the findings of the GfK Consumer Climate Study Germany for October 2019. 

  • GfK Supply Chain Insights 4th Webinar
    • 10/24/19
    • Retail
    • Technology
    • Distribution and Supply Chain Management
    • Global
    • English

    GfK Supply Chain Insights 4th Webinar

    Would you like to know how to optimize your supply chain management? Join our free partner webinar based on GfK point of sales and distribution panel data and discover more about today’s key tech trends. 

  • Global report: Plastic waste avoidance “Who cares? -Who does?”
    • 10/24/19
    • Shopper
    • Global
    • English

    Global report: Plastic waste avoidance “Who cares? -Who does?”

    Register for a sample report and explore in more detail.

  • Concerns about plastic waste soar in Europe:  A major worry for 1 in 2 consumers
    • 10/24/19
    • Press
    • Global
    • English

    Concerns about plastic waste soar in Europe: A major worry for 1 in 2 consumers

    These are findings of a recent GfK study on plastic waste conducted in 25 countries.

  • GfK updates maps for all of Europe
    • 10/22/19
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Global
    • English

    GfK updates maps for all of Europe

    GfK has released its Europe Edition 2019/2020, which includes digital maps for all of Europe, reflecting the thousands of regional changes that have occurred since the previous release.