A recent poll conducted by recruiting portal SuperJob has revealed that a majority of Russians do not believe that Black Friday sales offer value for money. The survey found that 76% of respondents view the discounts advertised by retailers during the annual shopping spree as dishonest. This represents a significant increase of almost 25% in the number of people who have lost trust in the event over the past three years.
The poll also discovered that only 9% of those surveyed see Black Friday discounts as a fair reduction in price. This is a stark contrast to the 60% of respondents from the previous year who expressed distrust in the yellow price tags. The lack of trust in Black Friday sales was found to be widespread among both men and women, with 81% of men and 69% of women considering the event to be dishonest.
The survey also revealed that only 10% of respondents are planning to shop during the sales event, indicating a general disinterest among Russian consumers. Furthermore, a staggering 71% of those polled stated that they have no intention of purchasing any goods during Black Friday. This suggests that many Russians do not see the event as a genuine opportunity to find good deals.
For those who do plan to participate in Black Friday shopping, the survey found that they are willing to spend an average of 17,500 rubles ($188). This amount has seen an increase compared to the previous year when respondents were willing to spend an average of 11,500 rubles ($123). In 2021, the average sum spent by a Black Friday shopper amounted to 18,500 rubles ($200). These figures indicate a slight increase in consumer spending during the annual sales event.
In terms of the specific items that Russians are planning to purchase during Black Friday, the survey found that three out of ten respondents are interested in buying household appliances and electronics. Additionally, 19% of respondents are looking for discounted clothing, and 14% are interested in purchasing gadgets. Cosmetics and shoes each received 5% of the votes, while 2% of respondents said they would be buying food and children’s products.
The SuperJob poll was conducted between October 26 and 31 and included 1,600 Russian adults over the age of 18 from 375 cities, towns, and villages. The results indicate a widespread skepticism and lack of interest in Black Friday sales among Russian consumers.
As the holiday season approaches, it remains to be seen whether retailers will be able to regain the trust of Russian shoppers and entice them with genuine discounts and deals during Black Friday.