The amount of real discounts in Czech online stores during this year’s Black Friday event is often between ten and 15 percent, which is about the same as last year. At the same time, some merchants advertise up to four times the discount. The data from the Shop Watcher project testify to this. Black Friday culminates on Friday 25 November, with some retailers rolling out discounts earlier this month.
“E-shops are slowly preparing for the validity of the EU directive in the Czech Republic as well. About half of them are already offering real discounts even on Black Friday this year. However, there are still e-shops looking for loopholes. One of these is, for example, not indicating the discount amount and placing the product only in the Black Friday category, which is an unfair practice,” said Jakub Balada, one of the authors of the Shop Watcher project.
According to him, in such cases the discount is negligible or the product is overpriced.
In the case of the largest e-shops, however, the discount given is close to the real one. For example, at Alza the average discount stated is 19 percent and the actual discount according to Shop Watcher is 18 percent, in the case of Datart it is 16 percent versus 12 percent and for CZC the average and stated discount are the same at 14 percent .
But on Mall.cz, for example, the difference between the claimed 19 percent and the real discount is ten percentage points, and on Mountfield it is 46 points from the real discount.
For merchants, the end of the year, starting with the Black Friday event, is the peak of the season. According to the Association for Electronic Commerce, e-shops will earn about seven billion crowns this year in connection with Black Friday.
According to its announcement, CZC provides for each of the standard products the possibility of displaying a graph with transparent price development. All discounts are calculated from the lowest e-shop price of the last 30 days.
“We also offer discounts on current seasonal items, such as nightwear, it is not just a sale of previous collections. We have goods worth 100 million crowns in the Black Friday sale. It is the biggest Black Friday in the history of our company and, of course, an interesting opportunity for customers for Christmas,” said Lukáš Barcal, Purchasing Director of Astratex.
According to the latest consumer survey of more than 1,000 respondents for marketing agency Acomware and logistics technology company Zásilkovna, 42% of people will be tempted by discounts to make spontaneous purchases. Women are more likely to buy impulsively, and in terms of age group, people aged 25-34 can’t resist anymore. High-income families or, conversely, low-income families more often make unplanned purchases on the Internet.
