Sport, children and comfort: what Raiffeisenbank’s clients spent money on Black Friday on

Raiffeisenbank analyzed clients purchases on Black Friday. Between November 23 and 25, 2018, the bank clients throughout Russia spent 34% more than in the same period in 2017. The leaders in terms of total spending during the discount period were men (for three days they allocated an average of 6,807 rubles for purchases compared to women that spent an average of 5,872 rubles), while the average spend of men was 11% higher (4,131 compared to 3,733 rubles). The average amount spent by Russian clients of Raiffeisenbank during the Black Friday period was 6,470 rubles.

The most generous participants of the Black Friday campaign were clients older than 45 years: men aged 55–59 spent an average of 12,385 rubles for this period, and women — 8,093 rubles. The largest one-time acquisition of a client during these days was a BMW car at a price of 5,900,000 rubles. The greatest activity during the discounted period was shown by men aged 25–29, for example, in Moscow each of the participants of the promotion made two purchases.

Most often, during the discount period, Raiffeisenbank clients purchased sports goods (average spend — 4,023 rubles), clothes (3,530 rubles) and children’s clothes (3,432 rubles), cosmetics (2,650 rubles), as well as online goods from Internet marketplaces (2,050 rubles). Online purchases have become the fastest growing category year-on-year — total spending of Raiffeisenbank’s clients in this category increased by 279%.

«The Pre-New Year period invites to go shopping," Ksenia Andreeva, the Head of Debit Card, Service Package and Loyalty Program Division at Raiffeisenbank noted. «As a result of the Black Friday, we see that one of the most sustainable consumer trends is online shopping, largely due to the high marketing activity of e-commerce platforms.»

AliExpress became the leader in the e-commerce category in terms of average customer spend growth; during the Black Friday, Raiffeisenbank’s clients made purchases there for an average of 2,050 rubles. The Black Friday on AliExpress is an order for New Year gifts. «Thus, the list of the most popular search queries on the platform was headed by «Christmas», «family», «love» and «friends»," Liu Wei, the CEO of AliExpress in Russia noted.

The fastest growing spending categories compared to the prior Black Friday period (similar weekdays in October 2018) were toys (60%), cosmetics (59%), software (55%), sports goods (40%) , as well as household equipment (40%). Religious stores (-61%), department stores (-41%), duty free stores (-33%), orthopedic goods (-27%), and discount stores (-17%) lost popularity compared to October.