More than 70% of Russians said they plan to spend about 20 thousand on Black Friday

In 2024, 49% of Russians plan to make purchases at the seasonal sale. This year, the majority (77%) are going to allocate about 20 thousand rubles or more for shopping. This follows from the research "Yandex Advertising", which "Izvestia" got acquainted with on Tuesday, November 19.

The survey also showed that the most popular category on the campaign - clothing, shoes and accessories. In 2023, something from the closet items bought every second respondent.

It is noted that interest in sales of clothes, shoes and accessories begins to grow from the end of October and reaches a peak a week before the start of Black Friday. Thus, in October 2024 it has already increased seven times compared to September and by 13% compared to October 2023. Women's clothing, outerwear and dresses are most often searched for during this period. The most popular closet items shortly before the sale are also sweaters, pants, T-shirts, tops and suits.

As indicated, more than a third of clothing, footwear and accessory shoppers start selecting sale shopping stores in advance. Four out of 10 study the assortment, more than half - monitor price changes.

"Today, for consumers, the key factor of choice is not only prices, but also love for the brand. Thus, according to our survey, a quarter of respondents are ready to buy a thing of their favorite brand regardless of the size of the discount. Therefore, many fashion players actively invest in personalized offers and tell about their product in advance, even before the sales, and they intensify their activity by mid-November. Thus, budgets for advertising special offers and promotions in November are on average 40% higher compared to October", - said the industrial leader of Fashion Retail in "Yandex" Anastasia Lipatova.

Earlier, on November 8, in the Post Bank said that during the sales are activated fraudsters. As it was specified in the credit organization, the attackers, offering the most favorable offers, transfer users to third-party sites. As a result, buyers can be left not only without money and goods, but also with loans.