The decline of window shopping during the holiday season is evident as Black Friday gains popularity in France, drawing consumers with appealing deals. This shopping event, now referred to as “Black Month,” creates logistical challenges for online retailers and affects independent shops negatively. Concerns arise regarding counterfeit products and the impact on small businesses, as discounts often overshadow the essence of commerce, raising calls for better protection for local retailers.
Is Window Shopping a Thing of the Past?
With the rise of Black Friday, the once cherished tradition of window shopping in Christmas-decorated stores seems to be fading away. Consumers are increasingly drawn to the enticing deals offered during this shopping extravaganza, posing significant challenges for logistics in online retail and leaving independent shops facing tough times.
Loriane, a 26-year-old employee at the Ministry of the Interior, shares her perspective on holiday shopping: “I prefer to buy my Christmas gifts during Black Friday because the offers are more appealing, which allows me to choose better gifts.” Similarly, Marlène, 53, who works at Orange, is on the hunt for “the best deals.” Her colleague Julien, 42, adds, “Last year, people were more enthusiastic about Black Friday sales than Christmas shopping.”
The Rise of Black Friday in France
Originating in the United States, Black Friday made its debut in France around 15 years ago, thanks to Amazon, notes Frédéric Duval, the managing director of Amazon.fr. This annual event has become a prime opportunity for shoppers to secure Christmas gifts ahead of time, with nearly 60% of French consumers expected to participate this year, as reported by a study from the Boston Consulting Group (BCG).
According to Mr. Duval, shoppers appreciate the “extensive product range, discounted prices, and speedy delivery.” This commercial phenomenon occurs on the Friday following Thanksgiving and will be celebrated this year on November 29, 2024.
Black Friday: Tips to Avoid Scams and False Promotions
November has now transformed into the “Black Month,” shifting the peak of consumer activity from December to this earlier date. Marc Lolivier, the general delegate of the Federation of e-commerce and distance selling (Fevad), emphasizes this trend that has been emerging for the past 5 to 6 years.
As Black Friday has become a cornerstone of online shopping, logistics companies are compelled to adjust to the massive surge in package deliveries. In 2022, La Poste delivered 13.7 million packages during the week following Black Friday, and they anticipate handling “16 million in 2024,” according to Jean-Yves Gras, the managing director of Colissimo.
Many warehouses are ramping up operations to meet demand, with Cdiscount’s CEO Thomas Métivier revealing that some sites operate on “three shifts, seven days a week, including Sundays and overnight.” To accommodate the rush, Amazon is set to hire an additional 8,000 seasonal workers for the November-December period.
The technological aspect also poses challenges. On Black Friday, Cdiscount’s website receives about 10 million visitors in a single day, compared to the usual 17 million per month. This spike makes it the busiest day of the year, prompting teams to conduct crash tests to ensure their website can handle the traffic, says Mr. Métivier.
Over time, Black Friday has evolved into a “Black Month,” as Quentin Benault, deputy managing director of Mondial Relay, points out. Retailers start offering promotions at the beginning of November, which helps to distribute the logistical pressure over a longer period, rather than concentrating it on one day.
Concerns Surrounding Black Friday
However, not everyone views Black Friday positively. The Union of Manufacturers (Unifab), which advocates for the intellectual property rights of manufacturers, highlights that this period creates fertile ground for counterfeiters, as their products are able to evade inspections more easily.
In 2023, customs seized over 8 million counterfeit games and toys, most of which were confiscated during Black Friday, according to its director general, Delphine Sarfati-Sobreira.
Thibaut Ringo, managing director of Altermundi—a network of shops promoting responsible consumption—expresses concern that Black Friday undermines the very essence of commerce, lamenting, “Consumers are solely focused on discounts, which independent retailers cannot compete with.”
The Confederation of French Merchants also raises alarms about discounts based on artificial reference prices and the availability of specific stocks of lower quality at reduced prices. They urge for greater protection for small retailers who play a vital role in sustaining local economies.
Black Friday: Tips to Avoid Scams and False Promotions