Why It's Important to Participate in Black Friday

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9 out of 10 Russians buy goods on sales. And every second one does it on Black Friday. So businesses should be prepared.

Black Friday is like a marathon: if you prepare well, you'll finish among the first. But if you prepare for it like a sprint, there's a chance you'll quickly run out of steam at the start and not make it to the finish line.

In 2023, more than half of Russians participated in Black Friday, and in 2024, interest promises to only grow: according to Yandex Advertising, 44% plan to spend more than last year. If you want to be among the leaders, it is important to start on time and know the key points of preparation. This article will help you navigate so that you can not only participate, but also get the most out of the hottest sale of the year.

1. Increased consumer activity and sales potential
Black Friday in Russia is more than just a sale. It is an event that can significantly increase revenue. Clothing and footwear on the day of the sale show a 79% increase in orders, and electronics - by 27% (in receipts, according to Yandex.Reklama). This confirms that buyers are actively planning to update their wardrobe and equipment during this period.

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On the day of the sale, receipts and the number of goods in most chinese overseas british data popular categories increase
Skipping Black Friday means giving way to competitors and missing out on the opportunity to attract new customers.

2. Buyers' trust in sales
Expectations of discounts have created a culture of sales: every second buyer prefers to wait for a price reduction on the product they are interested in.

This is a great opportunity to prepare promotions in advance and think through a strategy for working with prices.

3. Online and offline: where do shoppers go?
More than half of all Black Friday purchases are made online. Yandex Advertising statistics for 2023 show that this is especially true for clothing, jewelry, household chemicals, cosmetics, small appliances, and electronics.


According to Yandex Advertising, online shopping dominates on Black Friday
This confirms the need to develop omnichannel strategies and use platforms such as marketplaces.

At the same time, physical stores are an important point of contact with customers, as many buyers prefer to examine the product in person before purchasing.