E-commerce: what buying behavior for this end of the year?

Toluna Harris Interactive has just announced the results of a survey carried out in partnership with Fevad on the behavior and perception of Internet users in relation to Black Friday and Christmas shopping.

The opportunity to learn a little more about the purchase intentions of the French in this period of crisis…

Black Friday is already part of French shopping habits

Research shows that online Black Friday has become a familiar event for most consumers.

On the occasion of Black Friday 2022, 70% of online shoppers plan to participate to this event on the internet.

An event that particularly affects those under 50 years of age (80% intend to participate) and city dwellers (75% intend to participate).

Among the reasons given, promotions and bargains are the main motivation to participate (55%) mainly because of the crisis: 21% of the intentionalists mention “being attentive to good deals in times of crisis” as their first reason.

It should be noted, also with regard to the economic context, that 7% of inhabitants of rural municipalities favor Black Friday on the internet to save fuel.

On the other hand, 30% of respondents don’t think they will benefit from Black Friday operations this yearincluding 9% for sure, mostly between 50 years and over.

Purchasing power issues are also the main reason for not participating in Black Friday on the Internet: in fact, 37% of them prefer to save money in the current context, in particular among younger people: 58% and low-income professions (CSP-): 40%.

The rejection of excessive consumption and waste comes second only reasons for not participating in Black Friday (27% of non-intentionists). This motivation is more present among wealthy professions (CSP+): 39% and among the most senior: 35%.

The French face the Christmas period with a less positive frame of mind than in 2021…

More than 1/3 of French people (35%) say they are in a less positive mood than in 2021, while only 13% say they are more positive.

The most negative populations are the modest professions (CSP-) and rural people (39% and 44%), while the youngest (15-24 years old) are the most positive: 29%.

In this context, more than1 in 3 French people (39%) plan to spend less than in 2021 on their Christmas shoppingl, especially among modest professions (CSP-): 51%, as well as rural people: 42%.

they are too 72% say they want to repurpose certain types of gifts, namely favoring gifts for loved ones: 21%, or even useful gifts: 14% or, finally, gifts just for children: 10%. It is especially people aged 50 and over with 26% who plan to focus on gifts for their loved ones.

The average estimated budget for Christmas gifts and preparations is 404 euros🇧🇷

However, this average hides profound disparities: for a quarter of French people (26%) this average budget is less than or equal to 100 euros, while for more than a third (36%) it is more than or equal to 400 euros.

It is the youngest (15-24 years old) who anticipate the lowest budget: 277 euros on average when those aged 65 and over say they want to spend more with 450 euros on average.

E-commerce consolidates itself as an essential channel for Christmas shopping

81% of online shoppers have had an internet Christmas shopping experience.

However, there is a strong disparity between, on the one hand, the youngest (91% of 25-34 year olds) and higher professions (89% of CSP+) and, on the other hand, those aged 65 and over with 38% of among them who have never shopped online before.

For this year, Christmas shopping intentions over the internet are on the rise, as 73% of online shoppers say they have a definite or likely intention to make their purchases through this channel🇧🇷

The reasons given are unavoidable on the Internet: the most interesting price and affordable promotions (41%), greater ease of purchase (25%) and greater choice (24%).

The product categories considered for a Christmas purchase on the internet continue to be the usual gifts for this season: games/toys for 46%, beauty products/perfumes for 38%, clothing, footwear and fashion accessories for 36% and products cultural for 31%.

Second-hand goods expected in large quantities under the tree

1 in 2 internet users (49%) say they are ready to give one or more second-hand gifts at Christmas.

A figure in clear progression compared to previous years and which testifies to the enthusiasm of the French for the second leg.

The French most enthusiastic about buying this type of gift are under 35 years old (62%) and higher professions (CSP+ 58%).

If nearly half of the French interviewed are getting ready to give a second-hand gift, what about who will receive it?

Here, too, the numbers are edifying. Approach’a third of respondents (30%) say they prefer to receive a used product over a new one as a Christmas present. And it is again those under 35 who are at the forefront (35%).


Toluna Harris Interactive, in partnership with Fevad, conducted an online survey from October 28 to November 2, 2022 with a sample of 1,033 people, representative of French people aged 15 and over. The quota method was applied to the following variables: sex, age, socio-professional category, region and size of the interviewee’s urban area.

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