The number purchases with a student discount increased by 72 percent during this year’s Black Week, compared to the week before. This is basically the same increase we saw in 2019. This week makes a real difference for the students. The majority of them know what they are looking for, which means that the student group has saved millions of SEK on planned purchases during Black Week.
Black Week is known as real a shopping party for quite some years now. It has sometimes been met with criticism for unbridled consumption. But when Mecenat Insights asked the students about it, a majority of the purchases are already planned. They are simply waiting for Black Week to see if the products they need are on sale. In this way, the student group saves many millions of kronor on their purchases.
47 percent of the student’s state that they know what they are looking for when they shop during Black Week. Then they might buy additional products that they find when they are online and order. 35 percent say they know what they want and that’s the only things they buy. Only 18 percent of students go out shopping on impulse during Black Week.
-A lot of our partners offer student discounts on the already reduced prices during Black Week and that makes our channel very attractive to students. During Black Friday itself, we set a new record in purchases for one day. This in combination with the students’ conscious purchases shows that we make a difference for them even during Black Week, says Jonas Levin, CEO at Mecenat AB.
The Mecenat Insights referred to in the text were conducted during Black Week.