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Black Friday: Over half of online shoppers jump into the discount battle

Bargains, deals and discount campaigns: Many online retailers lure customers with various special offers on Black Friday and Cyber Week.

Almost all internet users (92 percent) have heard of these special days - and more than half (55 percent) take advantage of the limited-time offers. Thirty-nine per cent make spontaneous purchases, while one-sixth (16 per cent) plan in advance and save their desired purchases until Cyber Week. This is the result of a representative survey of more than 1,100 internet users in Germany aged 16 and over, commissioned by the digital association Bitkom. "The campaign days around Black Friday are the days with the highest sales in online retail in Germany," explains Bitkom CEO Dr Bernhard Rohleder. Meanwhile, retailers are advertising discount campaigns earlier and earlier. German retailers also use the shopping event to present their special offers already at the beginning of November.

9 out of 10 online shoppers buy clothes, shoes and accessories on the net

Trousers, headphones, best-selling novels: the virtual shopping basket is a colourful mix. The most popular online purchases are clothes, shoes and accessories. Nine out of ten online shoppers (92 percent) say they have bought goods from this product category in the past 12 months. About three quarters ordered electrical accessories (77 percent), furniture, home textiles and decoration (75 percent) as well as books or audio books (74 percent). In fifth place are cosmetics, perfume and care products (70 percent). "Online shopping is standard for most consumers," says Rohleder. "At the same time, especially at the beginning of the Christmas business, people are on the hunt for bargains online." For more than a third of online shoppers (35 percent), discount campaigns are relevant when choosing a shop. Younger shoppers in particular are on the lookout for them: 42 percent of 16 to 29 year-olds, but only 11 percent of senior citizens over 60.

Find out more about this survey here.