They don't believe in discounts and still buy. What revenue do retailers expect on Black Friday?

Ukrainians don't trust discounts during the Black Friday promotion, but continue to buy. Retailers' revenues are growing these days. This is evidenced by research by marketing agencies and the experience of market players themselves.

Yes, Rakuten Viber spent survey among Ukrainians, 64% of them said they would not buy on Black Friday. The same figure was in 2024. The reason is that they are distrustful of discounts on this day.

At the same time, the average check on sales days in 2024 increased by 23% in hryvnia, and the number of purchases reached a record in parts, Rakuten Viber has found.

This year, Black Friday falls on November 28. How will it be held in the largest electronics, cosmetics, and household goods chains? What kind of revenue do retailers expect and what product categories are they focusing on?

About LIGA.net said representatives of Comfy, Foxtrot, Jysk, Eva, and market consultants.

How sales of equipment will grow

The paradox is that people don't believe in discounts, but they buy anyway," confirms Comfy's marketing director Tatiana Vasilenko.

"Many people say they don't wait for Black Friday or don't believe in fair discounts, but they end up actively buying," she notes, based on internal analytics data.

Home appliances and electronics are constantly in the top of the goods, the demand for which is steadily growing during Black Friday, according to a study by a digital agency Webpromo. In this discount promotion in 2024, the electronics niche showed the largest growth – +22% in dollars.

Last year, Comfy's average check on Black Friday grew by 5% compared to the 2021 campaign, said CEO Igor Khyzhnyak. The retailer exceeded its pre-war figures not only in terms of the amount but also in the number of units sold.

This year, the chain expects the average check to grow by up to 10%. The growth is expected to be driven by the chain's online channels – the mobile app and website.

Last year, Foxtrot's turnover tripled compared to the three usual weeks of the month. The average check increased by 10% compared to 2024. This year, the chain expects growth of more than 20%, says Oleg Nikolsky, marketing director of the chain.

Foxtrot predicts that this year's Black Friday will be similar in terms of sales structure to the previous one. Back then, the retailer saw a 900% increase in sales of charging stations and power banks, and mobile batteries overtook smartphones in terms of the share of online purchases.

In addition to these products, others remain popular. At Comfy, these are smartphones, TVs, laptops, headphones, and home appliances. There is also an increased demand for tableware and household items.

Household goods and cosmetics are also in the top

Home and garden products are also in the top on Black Friday. In 2024, Jysk CEO Yevhen Ivanitsa said that revenue on this day exceeded UAH 500 million.

"We expect the dynamics to continue or show moderate growth this year due to increased demand for furniture and holiday goods, as well as due to the expansion of the network," the chain's press service said.

Last year, Jysk had the highest demand for furniture, with a share of about 30% in sales. The second most popular category was the Décor category, including Christmas decorations and gifts, which accounted for more than 20%.

Discounts this year will reach up to 70%, the press service says. The biggest discounts will be on orthopedic pillows, blankets, Christmas Elves, mattresses, mattresses, bedding, and home furnishings.

Cosmetics retailers also participate in Black Friday. In the online store Eva.ua expects a year-on-year increase in turnover of more than 50%, says Ruslan Sazonov, head of marketing.

Traditionally, on Black Friday, the demand for perfumes, face, hair and body care products, decorative and dermatocosmetics is growing. Another growing trend is Advent calendars. This year, the retailer does not expect any changes in the structure of purchases.

Long "Black Friday" in Ukrainian

The peculiarity of the Ukrainian "Black Friday" is its extended duration, notes research digital agency Webpromo.

Abroad, there are two waves of high discount activity – on Black Friday and on the eve of the New Year holidays. In Ukraine, it's a stretched plateau: Black Friday promotions run from November to January.

"In an effort to capture customer attention before the final peak, retailers often practice the so-called Fake Friday, a series of discounts and promotions that span the entire month," the study says.

For retailers, Black Friday is synonymous with profit, says Olena Tsysar, partner at 4service Group. She has been studying customer experience for over 20 years.

"These days of November are like a sales restart, a transition to the holiday season. It is necessary to warm up demand, clean up warehouses, and remind ourselves of ourselves," explains Olena Tsysar.

However, Black Friday promotions can result not only in a short-term surge in sales, but also in improved consumer confidence and a deeper emotional connection with the brand. However, it depends on the company's strategy and the maturity of the relationships it has built with customers, says Tsysar. It also depends on whether discounts are part of an organic process and whether they are not manipulated.

And vice versa: when an immature business relies on hype – making fake discounts, retroactively raising prices, using an adrenaline rush strategy, trying to hit the jackpot – such actions yield short-term results. They do not remain in the customer's memory or in the business's wallet, says the 4service Group partner.

"It all depends on the ability of companies to play the long game and have a strategic priority in the form of satisfied customers and long-term relationships with them," she concludes.