Düsseldorf (dpa) – Bargain hunt with obstacles: The Black Friday discount day is not under a good star this year
Because the delivery bottlenecks in electronics stores and textiles, for example, overshadow traditional discount battles on the Internet as well as the red pencil campaigns in the shopping streets – and could spoil the fun for some consumers. According to a recent survey by the management consultancy Boston Consulting Group (BCG), half of consumers in Germany are in the starting blocks to be on Black Friday – the 26. November – go for a bargain hunt. The bargain day is now one of the busiest sales days of the year. According to a forecast by the German Retail Association (HDE), the retail sector expects record sales of around 4.9 billion euros on Black Friday and the following Cyber Monday. Not least because more and more people are using the discount days for Christmas shopping.
According to the survey, entertainment electronics, clothing and fashion accessories are at the top of the shopping list, despite current delivery problems. But there is a catch. The shelves will be well stocked this year too. But many particularly coveted gifts from the latest Playstation to the latest luxury smartphone will hardly be available.
Through lockdown: Many items still in stock
«It is crazy. We have delivery problems with the coveted items, but at the same time, due to the pandemic, we have a considerable surplus of shopkeepers from the lockdown time ”, describes the trade expert Gerrit Heinemann from the Niederrhein University of Applied Sciences Black Friday is therefore particularly important this year, says the industry expert. “It’s not just about a little extra sales and bringing the Christmas business forward. It is the last chance for retailers to reduce excess stocks and old goods that have accumulated during the pandemic, perhaps even halfway lightly. ” If this does not succeed, the wave of insolvencies in retail, which is to be feared in any case next year, could gain additional momentum.
Christian Wulff from the management consultancy PwC sees it similarly. “Due to the tight supply chains, there may be bottlenecks in some product categories this year. Retailers should therefore think carefully about which products they are discounting on Black Friday, ”he recommends.
For Heinemann, it is clear that this year consumers will have to be prepared to compromise when hunting for bargains. “Perhaps, given the delivery bottlenecks, it doesn’t have to be the latest Playstation, the latest iPhone or the latest fashion, but the goods from last season also do,” he says.
Buyers wait a long time for delivery
Many bargain hunters are not entirely unprepared for this development. In a representative survey by the price comparison platform Idealo in September, two thirds of the online shoppers surveyed expected that the worsening delivery bottlenecks in the wake of the corona pandemic will become noticeable around the bargain day. Above all, they feared that delivery times would be longer and that offers could be sold out more quickly. Last year, according to BCG 30 percent of online shoppers complained about delivery times that were too long after shopping on Black Friday.
But it is not just the delivery bottlenecks that many consumers could have fun this year spoil the shopping. The price development over the past few months was also conducive to this. According to the comparison platform Idealo, based on the analysis of almost 10. 000 products, the average prices have risen significantly within the year, especially in important gift categories such as entertainment electronics, bicycles and fashion accessories .
“In view of the price surge triggered by the shortage of many products, the discount on Black Friday is just a drop in the ocean”, says industry expert Heinemann. But the retail expert also has some consolation in store for stressed bargain hunters: “The delivery bottlenecks may also be an opportunity this year at Christmas to reflect on the real values instead of the goods values.”