Black Friday has established itself in Spain as a benchmark business event, an anticipation of Christmas, which maintains significant annual growth driven by e-commerce and social media marketing.
The relevance of social networks on Spanish Black Friday, anticipated by Nielsen, has resulted in more than 135,000 mentions between November 1 and 26, with 70,000 unique users.
Most companies have been present in the conversation, diversifying their advertising investments. The great novelty of this edition is that service companies (tourism, video platforms or transport) took advantage of the lower discounts on products, as well as a certain “scarcity marketing”, to give a boost to their promotions.
The prominence of brands
According to Rebold , the brands most present in the social media conversation were: PC Components (17,630 mentions), based on successful campaigns such as giveaways or flash offers; Amazon (13,850), with a transversal role in all platforms; MediaMarkt (10,470); Samsung (6,855) and Play Station (5,680). By sectors, technology and video games maintain their hegemony on Black Friday, accounting for 28.45% of total conversations on social networks, a figure much higher than the rest.
They are followed by fashion (5.95%), entertainment (3.35%) and travel (3.15%). The sentiment of the publications about Black Friday is eminently positive, although with exceptions, such as the case of Movistar, which registered a majority of negative comments on its campaign for its Fusion clients. Amazon also experienced a turbulent day with a strike in twenty countries and a boycott encouraged from Reddit.
No nerves due to shortages and inflation
During the period analyzed by Rebold, a predominance of the messages sent from the companies themselves more oriented to promotions and raffles was appreciated. Curiously, in the face of this “scarcity marketing”, “there was no nervousness due to a possible shortage, despite the fact that this issue monopolized the debate,” says Nacho Martí , Consumer Intelligence Manager.
“As for prices, inflation is present, but it is not yet a widespread concern in the internet conversation. In addition, the posts about tips to avoid deception or fraudulent offers had a relevant engagement,” he continues. Black Friday 2021 was presented as a possible endorsement of a still timid economic recovery in Spain, “although the economic context is currently stressed by the lack of stocks, the delay in transport and the increase in the price of energy, which has decisively affected in the growth of inflation at a global level, “adds Nacho Martí.
In addition, the bags suffered their particular ‘black friday’ with the appearance of the omicron variant. However, the dissemination of the event to all sectors is already a reality and the billing obtained before the pandemic has been exceeded in the current edition.
The data agrees with the previous study published by Statista that showed the predisposition of 37% of Spanish consumers to buy during Black Friday, substantially higher compared to other countries, including the United States, the United Kingdom or Germany. Spain was also among the countries with the highest internet searches for the initiative.
Along the same lines, EY pointed to a “groundbreaking Black Friday in figures”, with 21% more Spanish buyers compared to 2020. Segmented by age group, the boomers are the most enthusiastic about the commercial appointment.