INEMY-ESEE investigated the participation of commercial businesses in Black Friday 2024, evaluating its main characteristics. Based on a survey conducted on a random nationwide sample of 400 retail businesses that held discounts, a larger percentage of businesses participated in this year's Black Friday period compared to previous years, at 81%.

In other key findings:

• Almost half of the businesses chose to extend "Black Friday" to the whole week, while 30% of the businesses participated only during the three-day period (Friday 29/11-Sunday 01/12).
• Six out of ten businesses (59%) offered discounts between 21% and 40% off the original price.
• During "Black Friday," more than 1 in 3 businesses made discounts on all their products.
• Digital means of payment dominated the transactions processed during "Black Friday," while only 1 in 10 used only cash.
• In-store window displays and sending informative emails were the main communication strategies for businesses.

ΤΗΕ SURVEY

We conducted the survey over the phone, sending a structured questionnaire to 400 businesses across the country that primarily engage in retailing in various categories during discount campaigns. These categories include household equipment, clothing, computer and telecommunications hardware, cosmetics, and decorations. The sample was defined according to activity and large geographical area.