Black Friday vs French days: what to choose?

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You are probably familiar with Black Friday, this exceptional promotional day in November that comes to us from America. Many French people have adopted this new way of preparing for Christmas, and the figures show that the 2018 edition will be a record year in France!

Faced with this American giant, six major French e-commerce sites have decided to launch a French version: Les French Days. Find out how these two events were perceived in France this year.

A little history

Black Friday is an American term that refers to the fourth Friday in November. It is a day when Americans rush to the stores at their own risk to do their Christmas shopping with exceptional discounts.

Black Friday crossed the Atlantic in 2014, thanks in particular to the e-commerce giant: Amazon and its special Black Friday week. In France, the various promotions are mainly carried out online, while in the United States, they are also carried out in stores.

The French days or Black Friday in French style are a tricolor invention of the major French e-commerce brands: Boulanger, Cdiscount, Fnac, Darty, la Redoute, Rue du Commerce and Showroomprivé. The French days took place for the first time in the spring and autumn of this year.

The aim of the French days was to boost business activity during the panama whatsapp list slowest commercial seasons and thus compete with Black Friday.

What is the outcome of these two events?

In 2017, the French spent more than 910 million euros on Black Friday with a 35% increase between 2016 and 2017. The figures for 2018 should break records with more than 1.2 billion euros of expected spending. It's time to prepare your SMS campaigns!

The two editions of French Day were not particularly successful. According to Idealo, the second edition of French Days in October generated a 15% peak in traffic on their site compared to the 22% peak of the spring edition.

This can be explained by the decrease in interest in sales as well as the percentage of discounts which was disappointing. The changing behavior of consumers also explains the poor performance of the French days. Indeed, purchases for the end-of-year celebrations are made earlier and earlier depending on discounts and private sales.

French Days is a brand new event in France, so we need to give it some time to see if Black Friday's competitor will make its mark in France in the years to come.

What are your options?

These two events are key moments in the retail world to add to your calendar for SMS campaigns.

Communication around the French Days must be improved to prepare consumers to receive interesting promotional offers in autumn and spring. From posters to social networks, it is important to prepare your communication to improve the performance of this tricolor event!

A promotional SMS a few weeks before the French days as well as a reminder a few days before the fateful date containing an exclusive offer will help improve traffic to your store or website.

The long-awaited Black Friday will take place on November 23 this year. So you can start preparing your SMS campaigns on our Echo online platform in just a few minutes.