Black Friday is just around the corner, but "consumers have become more demanding"

Germany - According to a survey, customers in Germany are particularly picky on the days surrounding Black Friday this year.

Only discounts of at least 50 percent are seen as a good offer, according to a representative survey by management consultants PwC.

To this end, 2000 people in Germany were surveyed. Last year, items with a 38 percent discount were perceived as a bargain.

"Consumers have become more demanding," said PwC retail expert Christian Wulff. Due to high inflation , consumers are saving more, paying close attention to prices and looking for particularly good offers. "Black Friday and similar occasions for large-scale discount campaigns are actually gaining in importance at the moment."

According to the survey, 83% of people in Germany want to take advantage of Black Friday this year and look for bargains. That's more than a year ago, when it was 70 percent.

Shoppers are planning to spend around the same amount as last year. They plan to spend an average of 277 euros (2023: 281), with men spending more than women.

Many customers use the campaign days to buy Christmas presents. Electronics and technology products remain the most popular.

However, some are taking it a little easier on Black Friday, which falls on November 29 this year. One in five people want to store more cautiously than last year.

The reasons are similar to 2023: Those affected say they have less money available or are shopping less due to rising prices. According to the survey, only one in six are not interested in the discount campaigns.

The sales days surrounding Black Friday are among the most important of the year for retailers in Germany, alongside Advent Saturdays. In recent years, it has become established practice for retailers to entice shoppers with special offers in the days and weeks leading up to Black Friday.