Analysis: Black Friday Week 2023

To understand this, we took a closer look at the key performance indicators (KPIs) for Black Friday in various European countries using our Remdash tool and compared them with an average day in the previous month.

The analysis is based on 200,000 products across all categories in the five European core markets (Germany, UK, France, Italy, Spain). We looked at sales, the number of views of the product detail page, the products ordered, and the conversion rate.

Germany: Growth leader

In Germany, we saw the strongest growth in almost all KPIs during Black Friday. The +203% increase in sales could be seen as an indication of a positive response from consumers. Similarly, the number of products ordered nearly tripled (+180 %), while views of product detail pages increased by +97 %. The conversion rate increased by +42%, with only Spain increasing more with a 52% increase. However, it is important to note that Spain is still at a lower level overall.

In contrast, the second Monday of Black Friday Week (Cyber Monday, November 28) was a comparatively weak end to the deal event for Germany: sales only increased by +47% relative to an average day in October.

France and the UK: Similarly strong increases

The strongest Black Friday performance after Germany was on the French (+133 %) and UK (+129 %) Amazon marketplaces. Both countries experienced similar growth in products ordered and product detail page views.

France also achieved the strongest figures on the last day of Black Friday Week (Cyber Monday) with an increase of +96 % and the United Kingdom stood out with a conversion rate of +14 %: the highest compared to other countries. Italy, on the other hand, recorded a +77% increase in sales.

Interestingly, France, Italy, and Spain achieved almost the same sales performance on the second Monday (Cyber Monday) as on Black Friday.

Significant increase in the conversion rate in the EU5 region

A remarkable increase in the conversion rate can be observed across the entire EU5 region: This rose from 7% to 10%. This increase not only reflects an increased willingness to buy among the target group, but also indicates that the marketing strategies have been successfully implemented.

Our conclusion

Overall, these analyses show that Black Friday Week in Germany and other European countries recorded noticeable growth in various KPIs. 

This shows that consumers want to save money on deals events. This trend was also revealed in our Remazing Amazon Shopper Report 2023: For example, 92% of Germans are paying more attention to their budget due to the economic situation and are taking advantage of offers and discounts on Amazon. Against this backdrop, and with similar trends observed in other markets, deal events such as Black Friday continue to gain relevance.

The conclusion of Black Friday Week (Cyber Monday) continued this trend, with each country showing its own strengths and weaknesses. These findings not only offer an insight into consumer shopping behavior, but also provide valuable information for future marketing strategies and sales campaigns.