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Black Week: time for sales lovers

For years, Black Friday has attracted the interest of many Singaporeans. This shopping holiday, which comes from the United States, draws in crowds of consumers who are making the best of the discounts offered to them. That is why, seeing the interest of clients, stores decided to expand their offers for the entire week, not just Black Friday. Thanks to that, discount lovers can enjoy rebates from the Monday preceding Black Friday until Cyber Monday.

Picodi.com analytics decided to check the attitude of Singaporeans toward Black Friday, how much money consumers spend and what they buy.

To buy or not to buy?

More than half of Singaporeans (58 per cent) took part in last year’s Black Friday sales. Although this number may surprise, in reality not all consumers participated in the sale on Black Friday itself. 74 per cent of shoppers decided to shop on Friday, but as much as 47 per cent did their shopping from Monday to Thursday, and 26 per cent enjoyed special offers over the weekend after Black Friday (Saturday and Sunday).

All respondents, asked about their Black Friday experiences, were satisfied (63 per cent) or rather satisfied (37 per cent).

Among the people who did not take part in last year’s Black Friday, the most common reason (46 per cent of answers) was that they did not know what Black Friday is at all. 43 per cent of people taking part in the survey simply missed the event. The remaining 11 per cent pointed out that the discounts were too low.

Big bucks

Statistically, Singaporeans spend $156 on Black Friday. It is worth noting that men spend more money than women during Black Friday sales: $193 vs $143. It doesn’t necessarily mean that men buy more than women — they could just buy more expensive items.

When asked about Black Friday spending, many respondents claimed they are going to spend a similar amount as last year (37 per cent). Almost half is planning to spend more (49 per cent), and 14 per cent is going to spend less money than last Black Friday.

People who are going to spend more usually justified their answers by the fact that they are going to buy some expensive item this year, such as electronics or home appliances (57 per cent indicated such reason). 50 per cent is planning to simply buy more products, and 7 per cent are going to buy more luxurious products than last year. On the other hand, among the people who are planning to spend less, 35 per cent said that their smaller budget is caused by job loss. 40 per cent prefers to set money aside for a rainy day and 21 per cent is going to buy fewer items this year.

Selling like hotcakes

Invariably, electronics are among the products which rule during Black Friday sales. It is the most frequently chosen category of products — 47 per cent of consumers will buy electronics. Clothes (32 per cent) and home appliances (28 per cent) were the second and third top categories.

Food on delivery ranked fourth (24 per cent), followed by shoes (18 per cent). Groceries were less popular during Black Week (14 per cent), similarly to sports items or cosmetics (13 and 11 per cent respectively). Books and travel rounded out the top ten categories with 8 per cent each.

Methodology

All statistical data comes from Picodi.com, a global discount platform operating since 2010. The survey conducted in September 2020 was also used in the report.

Public Use

Would you like to share information about Black Week with your readers? All the data and infographics presented in this report can be freely used for both commercial and non-commercial purposes as long as you indicate the author of the research (Picodi.com) with a link to this subpage.

Learn about Black Friday 2023 in other parts of the world