By David Du Mercier
Global Overview
Black Friday has grown into a significant retail event worldwide, transitioning from a U.S.-centric phenomenon into a global shopping spree. In 2023, approximately 200.4 million people shopped during the Black Friday week globally, a 1.88% increase compared to 2022. This marked a steady rebound following a dip in 2021 due to the pandemic. The U.S. alone accounted for 132 million adult shoppers, with clothing and electronics being the top categories purchased.
E-commerce played a significant role, with online shoppers exceeding in-store buyers in many regions. For example, the U.K. generated £8.74 billion in sales, split between online (£4.81 billion) and in-store (£3.93 billion) purchases. Globally, average discounts ranged from 31% to 70%, with items like electronics, apparel, and toys dominating sales. Online platforms like Google (36% of shoppers) and social media (25%) have become crucial for deal hunting, reflecting a shift in consumer behavior.
The surge in online shopping reflects generational trends, with millennials and Gen Z leading participation. Around 74.9% of Gen Z and 80.8% of millennials shopped during Black Friday in 2023, focusing on convenience and digital channels.
Mauritius’ Black Friday Trends
In Mauritius, Black Friday has increasingly gained traction, mirroring global trends. Initially considered a promotional novelty, it has now become a critical shopping event. Retailers in Mauritius observe heightened in-store and online activity, driven by attractive discounts on electronics, household appliances, and clothing.
Compared to 2019, where discounts hovered around 20-30%, 2023 saw more aggressive pricing strategies with discounts reaching 50% or higher in certain sectors. E-commerce platforms, local and international, have seen higher engagement, as more Mauritian consumers opt for the convenience of online shopping. While figures specific to 2023 are limited, anecdotal reports from major retailers indicate sales growth of around 15-20% over the previous year.
Key Comparisons
- Participation Growth: Globally, shopper participation has steadily increased, with Mauritius reflecting a similar upward trend, albeit on a smaller scale.
- Shift to E-Commerce: Like global markets, Mauritius is experiencing a rise in online shopping. However, in-store activity remains significant due to the cultural preference for physical verification of products.
- Product Focus: While electronics dominate globally, Mauritian shoppers show a stronger inclination toward appliances and clothing, influenced by the local cost of living and seasonal needs.
Future Trends
With Mauritius’ growing internet penetration and consumer adoption of digital payments, online Black Friday sales are expected to rise. The event’s significance in driving year-end retail performance also suggests continued investment in promotions and customer engagement by local businesses.
For both global and Mauritian markets, Black Friday’s evolution signals a blend of tradition and innovation, with technology shaping future shopping experiences.