In Denmark, Awareness of Black Friday and Cyber Monday on the Rise - eMarketer
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In Denmark, Awareness of Black Friday and Cyber Monday on the Rise

But will it lead to increased sales?

November 21, 2016 | Retail & Ecommerce

According to an October 2016 survey from Confederation of Danish Enterprise (formerly Danish Chamer of Commerce), conducted by Norstat, 78% of adult internet users in Denmark have heard of Black Friday, up from roughly half (52%) last year. While just 16% of respondents said they were aware of Cyber Monday, this was a 10 percentage-point increase from 2015 (6%).

Internet Users in Denmark Who Are Aware of Black Friday vs. Cyber Monday, Nov 2015 & Oct 2016 (% of respondents)

Growing awareness of both Black Friday and Cyber Monday may not necessarily draw more shoppers on those days, however. Some 19% of internet users polled said they planned to make a purchase on November 25, roughly on par with the 20% who said they did so on last year’s Black Friday. What’s more, only 6% of respondents said they were planning to buy something on Cyber Monday this year.

Young adults were the most likely to have both Black Friday and Cyber Monday shopping plans, the Confederation of Danish Enterprise found. More than four in 10 internet users ages 18 to 30 said they intended to make a Black Friday purchase this year, as did 26% of those ages 30 to 39. Those two age groups led the way for Cyber Monday shopping as well, at 12% and 11% of respondents, respectively.

Internet Users in Denmark Who Plan to Make a Purchase on Black Friday vs. Cyber Monday, by Demographic, Oct 2016 (% of respondents in each group)

A separate survey of 124 retailers in Denmark by the Confederation of Danish Enterprise showed that the relatively low level of purchase interest is not due to a lack of Black Friday deals. In fact, nearly half (46%) of retailers polled were planning to offer in-store deals to customers on November 25, and another 26% intended to do so both in-store and online. While just 2% intended to offer Cyber Monday discounts, it should be noted that not all retailers surveyed had an ecommerce site.

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