Retailers expect peak sales on Black Friday

For Digitec Galaxus, for example, Black Friday is enormously important, as a company spokesman said in response to an inquiry from the AWP news agency. "Black Friday is likely to be the strongest sales day again this year." He does not give exact sales figures, but last year visits to the website increased fourfold compared to an ordinary day. At Melectronics, which like Digitec Galaxus is part of the Migros Group, Black Friday is also the week with the highest sales in the year.

It sounds similar with the competition: A spokeswoman for Coop subsidiary Microspot states that "on Black Friday weekend, sales multiply by 10 to 15 times compared to a normal weekend". And at electronics specialist Fust, "sales are far higher than on the best Christmas days.

Overall, Swiss retailers are likely to achieve sales of around CHF 500 million in the non-food sector on Black Friday, estimates Patrick Kessler, Managing Director of the Swiss Retail Association. This is somewhat less than last year, but at that time purchases were postponed due to the Corona measures and therefore particularly high on Black Friday. "However, I assume that we will hardly see more growth compared to last year, as we have a "consumption wave" behind us and some retailers are already consciously turning away from Black Friday or trying to set counter-trends," says Kessler.

Bait offers attract new customers

Some retailers say that online business in particular does very well on Bargain Day. But sales in stores also increase markedly compared to a normal day, because thanks to special offers they can attract new customers to the retail stores. "Some go specifically to stores on this day that they wouldn't have gone to otherwise, and make purchases that they wouldn't have made without the stimulus," says Ralf Wölfle, a retail trade expert from the University of Applied Sciences Northwestern Switzerland.

And although bargain hunters are primarily attracted to Black Friday by the hope of good deals, they are not stingy with their budgets. According to a survey of almost 7,000 users conducted by the Profital app, most of them plan to spend between 200 and 299 francs on Black Friday. One in five even plans to shop for over 500 francs (Werbewoche.ch reported).

Dissenting voices grow louder

In the meantime, however, there has also been some criticism of the discount battle. Solidar Suisse, for example, has launched a petition calling on retailers to stop Black Friday. (Werbewoche.ch reported). Because under "the absurd consumer orgy" the climate, the environment and millions of workers would suffer, the organization said.

As of Sunday, over 14,000 people have already signed the petition. Consumers who don't think much of the bargain day can, of course, simply refrain from shopping on Black Friday. But could retailers also ignore the day? According to retail expert Wölfle, it's possible. "For suppliers who do without promotional sales altogether, that's also obvious," he says.

There is no such thing as not participating

The retailers themselves, however, consider a waiver to be difficult for the most part - and do not want to waive it at all. They justify this with the fact that customers demand Black Friday and expect special offers. They are also afraid of losing customers to the competition. "From today's perspective, it wouldn't make sense for Christ Watches & Jewelry, since its competitors participate very actively in Black Friday," says the manager of the Christ jewelry store, which belongs to Coop.

Manor also considers it "virtually unthinkable" to do without Black Friday activities. A few years ago, the company was one of the first to hold the discount day in Switzerland.

For retail expert Wölfle, it's understandable that stores are using the day to their advantage. "For suppliers who don't generally forego promotional offers for brand considerations, for example, there's no reason to do without them," he says. At well-known Swiss retailers such as the Migros and Coop groups, as well as Aldi, Lidl and Manor, refusing Black Friday is not an issue. They all use the day in some way, even if it's just for a marketing stunt.

Like the third-largest Swiss retailer Denner, which belongs to the Migros Group. No Black Friday discounts are offered there. But Denner is using the day for its advertising campaign, which makes it clear that Denner has promotions on offer not just on Black Friday, but all year round. The campaign is well received, says a spokesman, especially as a contrast to the Black Friday advertising flood. (AWP/Tabea von Ow)