Black Friday and Christmas shopping online: in the face of the crisis, how will the French behave?

Paris, November 17, 2022


Black Friday and Christmas shopping online: in the face of the crisis, how will the French behave?

Top 4 Lessons from the Fevad/Toluna Harris Interactive Survey

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 internet users aged 15 and over. This research addressed Internet users’ behaviors and perceptions in relation to Black Friday and Christmas shopping.

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 intend to participate in 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 for participating (55%), mainly because of the crisis: 21% of intentionalists cite “being attentive to bargains in times of crisis” as the 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 do not think they will benefit from Black Friday operations this year, including 9% for sure, mainly among those aged 50 and over.

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

The rejection of excessive consumption and waste only comes second in 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 than 1 in 3 French people (39%) plan to spend less than in 2021 on their Christmas shopping, especially among low-income professions (CSP-): 51%, as well as the rural population: 42% .

There are also 72% saying that they want to go back to betting on 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 budget considered 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%) is greater 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 on the Internet are high, as 73% of online shoppers declare having a definite or probable 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 willing to offer one or more second-hand gifts for 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 those under 35 (62%) and higher-level professionals (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. Nearly a third of respondents (30%) said they would rather receive a used product than a new one as a Christmas gift. 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.

This survey addressed the behavior and perceptions of the French in relation to Black Friday and Christmas shopping.
It should be noted that any disclosure of these results must be accompanied by technical elements such as: the research method, completion dates, the name of the sponsor – Fevad and the name of the institute – Toluna Harris Interactive –, as well as the sample size.

Access to the study (reserved for members):

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Press Contact: Sabrina Louandre

About Fevad:

The e-commerce and distance selling Federation currently brings together 600 companies and 800 websites. It is the representative organization for the e-commerce and distance selling industry. Fevad’s main mission is to collect and disseminate information to improve knowledge of the sector and act towards the sustainable and ethical development of distance selling and e-commerce in France.

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