Russians were told about the generational attitude to Black Friday

Rosselkhoznadzor has studied the purchasing behavior of Russians during the Black Friday period and revealed noticeable differences between generations: the older generation treats sales with distrust and prefers offline, while the younger ones are actively preparing for discounts and making a choice in favor of online purchases. Izvestia reviewed this study on November 25.

Among respondents over the age of 55, almost half consider Black Friday to be a marketing ploy and prefer to avoid promotions. At the same time, 34% are ready to follow the offers without plans to buy, while only 15% choose products on sale days. Only 2% of boomers made a shopping list in advance. In the 46-55-year-old group, the attitude towards promotions is more neutral: 43% do not plan spending, but are ready to consider discounts, 17% will choose products during the sales period, and 6% have already prepared lists.

Among the respondents aged 36-45, the results almost coincide with the previous age category. However, the younger the buyers, the higher their engagement. Among the group of 26-35 years old, almost half (46%) are not going to make purchases, but admit that stocks can change their mind. 14% have purchases planned, and 9% have baskets already assembled. At the same time, only 31% of millennials consider Black Friday to be solely a marketing ploy. Zoomers demonstrate maximum engagement: 17% already have a shopping list, 23% will choose products during promotions, and almost half will follow discounts, not excluding the opportunity to make a purchase.

"Analysts note a direct relationship between age and the way they shop: the younger the respondents, the higher their interest in online shopping. Among respondents aged 55+ and 46-55, only 38% and 47% prefer online shopping, respectively, while 62% in the age groups of 26-35 and 18-25 years old. This trend is also confirmed by offline data: its popularity is highest among the oldest respondents (18%) and lowest in the group of 26-35 years old (9%)," the study says.

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When asked about the purpose of shopping during the sales period, the majority of survey participants replied that they were buying what they had already planned to buy. Strategic purchases for the future are most often made by respondents aged 26-35, and less often by people over 55. About 28% use Black Friday to choose gifts, primarily for the New Year. At the same time, representatives of the older generation are most susceptible to spontaneous shopping.: 22% admitted that they buy "in the mood."

Discounts remain the main motivator: on average, 76% of respondents of all ages choose products precisely because of the lower price. In second place are the advice of friends, which is especially typical for the 55—year-old straze generation. Debit cards are the leaders in terms of payment methods, and customers aged 26-35 are the most actively using them. Credit or installment purchases are popular among the 36-45 and 46-55 age groups.

"November traditionally shows an increase in consumer activity. We now record the first surge in this period on November 11 – it is on this date that most representatives of Russian retail open the season of discounts and special offers "11.11". During Black Friday, we expect another increase in transactions in the most popular product categories among Russian buyers. These are clothes, shoes and accessories, electronics and gadgets, as well as cosmetics and perfumes," added Lyudmila Korsakova, head of the retail business unit at Rosselkhoznadzor.

On November 20, an online sales expert and director of retail products at the fintech company Humopeu told Izvestia about a change in the shopping strategy of Russian customers. The key to success is a preliminary analysis. Previously, customers relied on memory, but now they have technology in their arsenal. It is recommended to start tracking the cost of desired products using special applications or browser extensions one to two weeks before the sale.

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