Despite delivery bottlenecks: Black Friday attracts the bargain hunters

Bargain hunting with obstacles: The Black Friday discount day is not a lucky star this year. The delivery bottlenecks, for example in the electronics trade and textiles, overshadow both the traditional discount battles on the Internet and the red pencil campaigns in the shopping streets – and could spoil the fun for many consumers.

According to a recent survey by the Boston Consulting Group (BCG), half of consumers in Germany are in the starting blocks to go hunting for bargains on Black Friday – November 26th. The bargain day is now one of the busiest sales days of the year. According to a forecast by the German Retail Association (HDE), retailers expect 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 purchases.

Some products remain rare

According to the survey, consumer 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.

“It’s 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 for retailers 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 insolvency in retail that is to be feared next year could gain additional momentum.

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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 therefore 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 will do,” he says.

Delivery bottlenecks were foreseeable

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 could spoil the fun of shopping for many consumers this year. The price development over the past few months was also conducive to this. Especially in important gift categories such as entertainment electronics, bicycles and fashion accessories, the average prices have risen significantly within a year, the comparison platform Idealo determined based on the investigation of almost 10,000 products.

“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 Heinemann. But the retail expert also has a consolation ready for stressed bargain hunters: “The delivery bottlenecks may also be an opportunity this year at Christmas to reflect on the true values ​​instead of the goods values.” dpa

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