Last year, one in three Norwegians participated on Black Friday. This trading day is most popular among young people, and women trade more than men, according to a SIFO survey.
Neither income nor education matters to who trades on Black Friday. The most decisive factor is age, according to a study from the Consumer Research Institute SIFO.
One of the reasons for this is that the goods sold and marketed are goods aimed at a younger audience, such as electronics.
Very few Norwegians over the age of 67 traded on Black Friday last year, while just over half of people in their 20s and 30s traded.
Women shopped more than men. An important motivating factor for Norwegian shoppers was “to act on behalf of others”, such as children or other family members.
Television pictures of keen customers storming into stores looking for super deals can make one think that much is impulse purchases of what is being traded. But this is just a myth, according to the researchers.
– Our findings indicate that purchases are largely planned, that they are justified on the basis of things needed and that one wanted to make a good purchase. About a third of the purchases were justified as Christmas presents, says SIFO researcher Arne Dulsrud in a comment on the survey.
More customers shop online than at a mall on Black Friday, and a regular shopping cart contains items for NoK 1,835, according to the study.
© NTB Scanpix / #Norway Today