Black Friday, a renowned discount event originating from the US, has firmly established itself in Switzerland, drawing attention primarily from the younger demographic set to seize the

November 24 offers.

Despite this, a recent study indicates a general decline in shopping enthusiasm among the Swiss populace this year. Commissioned by Salesforce, the study revealed that 39% of respondents across various age groups expressed a desire to purchase fewer products compared to the previous year. However, bucking this trend, Generation Z, individuals under 30, exhibit a starkly different approach, displaying heightened interest in shopping. A third of this demographic plans to increase their shopping activity this year, thus perceiving Black Friday as an appealing opportunity.

Luca Pastorino from Salesforce Switzerland notes, "It’s evident that the under-30s approach shopping differently than other age groups." This demographic is notably responsive to various promotions, underscoring the importance of a personalized marketing approach.

Contrary to the previous year when only one in five customers availed of Black Friday offers, approximately half of potential buyers this year have no intentions of engaging in purchases during this promotional event. The primary reason cited is the lack of current necessity for products. Notably, reduced consumption tendencies are more pronounced among French-speaking Swiss individuals.

Moreover, a substantial portion of the population harbors skepticism toward the discounts offered. A third of respondents doubt the genuine savings offered by these sales. This sentiment echoes recent warnings from consumer protection organizations, cautioning against "pseudo discounts." Photo by Silar, Wikimedia commons.