More Romanians know about Black Friday, almost 40% plan to shop during the campaign

Over 60% of Romanians aged between 18 and 65 heard about the Black Friday discounts this year, according to a Millward Brown Romania study that also reveals that the number of people who know about this campaign increased by a third year-on-year in 2014. “The success of Black Friday events in recent years, the higher number of participating retailers, the diversification of categories with discounts, increased media exposure, all this contributed to Black Friday’s high level of notoriety among Romanians,” said Daniela Lazar, managing director Millward Brown Romania. More Romanians also plan to shop on Black Friday this year. Almost 40% of those aged between 18 and 65, or some 4.75 million, want to buy something in this period. Similarly to previous years, the men and the young people segment (aged between 24 and 34) have a significantly higher intention to buy something, compared to the general population. Compared to the general average of 13% registered among those who have heard about Black Friday and say they “will shop for sure”, the average rises to 15% among men and 16% in case of young people. Romanians’ shopping list mainly includes small household appliances such as vacuum cleaners, mixers and kitchen robots, followed by TV sets and mobile phones. When asked which shops they take into account for Black Friday shopping, Romanians’ top 10 looks like this: eMag, Altex, Flanco, Carrefour, Domo, Media Galaxy, Auchan, Kaufland, Cora and Dedeman. The study was conducted between October 31 and November 3 on a sample of 2,000 people aged between 18 and 65. This year, Black Friday is organized in Romania starting November 21. Black Friday craze hits Romania, retailers fight to grab the most of the busiest shopping day of the year. Romanian online retailer eMAG estimates EUR 34 mln sales on Black Friday. Study: Three in 10 Romanians in urban areas will shop on Black Friday. Irina Popescu, irina.popescu@romania-insider.com