Faced with the crisis, how will the French behave?

Toluna Harris Interactive, in collaboration with Fevad, conducted an online survey from 28 October to 2 November 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: gender, age, socio-professional category, region and size of the urban area of ​​the interviewee.

Paris, November 17,

The 4 key lessons from the Fevad / Toluna Harris Interactive study

Black Friday is now part of the shopping habits of the French

  • The survey shows that online Black Friday has become a well-known event for a majority of 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 the under 50s (80% intend to attend) and city dwellers (75% intend to attend).
  • Among the reasons given, campaigns and good offers are the main motivation to participate (55%), especially because of the crisis: 21% of intentioners mention as the first reason “to be on the lookout for good offers in times of crisis”. It should be noted, still in connection with the economic context, that 7% of the inhabitants of the rural municipalities are in favor of Black Friday on the Internet to save fuel.
  • Conversely, 30% of respondents do not think they will take advantage of Black Friday operations this year, including 9% definitely, 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% prefer to save money in the current context, especially among the youngest: 58% and modest professions (CSP-) : 40%.
  • The rejection of overspending and waste comes only second in the reasons for not participating in Black Friday (27% of non-intentioners). This motivation is more present among wealthy professions (CSP+): 39% and among the most senior: 35%.

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

  • More than 1/3 of the French (35%) say they are in a less positive state of mind than in 2021, while only 13% say they are more positive. The most negative populations are the modest occupations (CSP-) and rural areas (39% and 44%), while the youngest (15-24 years) are the most positive: 29%.
  • In this context, more than 1 in 3 French people (39%) plan to spend less than in 2021 on Christmas shopping, especially among low-income businesses (CSP-): 51% and the rural population: 42%.
  • They also say 72% that they want to focus on certain types of gifts, especially favoring gifts for loved ones: 21%, or even useful gifts: 14% or finally only gifts 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 for Christmas presents and preparations is 404 euros. However, this average covers large differences: for a quarter of the French (26%), this average budget is less than or equal to 100 euros, while for more than a third (36%) it is greater than or equal to 400 euros. It is the youngest 15-24-year-olds who count on the lowest budget: 277 euros on average, while those aged 65 and over say they will spend the most with 450 euros on average.

E-commerce is consolidating its position as an important channel for Christmas shopping

  • 81% of online shoppers have already had an online Christmas shopping experience. However, there is a big difference between, on the one hand, the youngest (91% of the 25-34-year-olds) and higher professions (89% of CSP+) and, on the other hand, the 65-year-olds and over, with 38% of those who have never Have bought online before.
  • For this year, online Christmas shopping intentions are high, with 73% of online shoppers declaring that they have 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 promotions in mind (41%), the greater simplicity of purchase (25%) and the largest selection (24%).
  • The categories of products considered for an online Christmas purchase remain the usual gifts for this period: games/toys for 46%, beauty products/perfume for 38%, clothes, shoes and fashion accessories for 36% and cultural products for 31% .

Used products are expected in large quantities under the tree

  • 1 internet user out of 2 (49%) declares himself ready to offer one or more used gifts for Christmas. A figure in clear progression compared to previous years, and which testifies to the French’s enthusiasm for second hand.
  • The most enthusiastic French to buy this type of gift are those under 35 (62%) and higher professions (CSP+ 58%).
  • If almost half of the French respondents are preparing to offer a used gift, what about those who will receive them? Here, too, the figures are buildable. Almost a third of respondents (30%) said they would prefer to receive a used product rather than a new one as a Christmas present. And it is again those under 35 who are in the lead (35%)
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