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1、2024 BLACK FRIDAY SHOPPING TRENDSPeek into the minds of 8K+consumers from Europe and beyond for consumer spending insights.SUMMARY AND KEY FINDINGS03CURRENT MOOD:CAUTIOUSGlobal trends has consumers more sceptical than optimistic07EARLY BIRD GETS THE SALEPeople are open to pre-November holiday shoppi

2、ng15DEFYING INFLATION Cautious economic outlook wont dampen holiday spending21OMNICHANNEL REIGNSShoppers demand both in-store and online options29AGE,LOVE,AND MONEYHow holiday spending plans differ by demographic3901040205030622024 Black Friday TrendsKlaviyoConsumers are feeling the effects of infla

3、tion,hard.But widespread financial vigilance wont curb holiday spending this yearand many people are open to shopping earlier,seeking creative ways to save.Based on responses from 8,538 consumers worldwide,a new Klaviyo survey reveals that while inflation is currently impacting and/or will impact sp

4、ending habits for 88%of the population,a cautious economic outlook wont dampen holiday spending.The majority of consumers(80%)plan to spend the same amount or more this holiday seasonand over half(51%)are open to holiday promotions in the months before NovemberDecember.FEATURING INSIGHTS FROMKlaviyo

5、2024 Black Friday TrendsContents3SUMMARY AND KEY FINDINGSThe survey asked questions about when,where,how,and why consumers spend their money during the holiday season.Respondents were a near-even mix of gender and household income brackets,and all were decision makers when it comes to household spen

6、ding.SURVEY METHODOLOGYParental status breakdownParental statusParents62%Non-parents38%Relationship status breakdownRelationship statusPartnered/married73%Single27%8,538Total respondents Sample breakdownRegionalEurope 59%AMER 24%APAC 17%GenerationalBoomers29%Gen X27%Millennials27%Gen Z17%42024 Black