Black Friday Week 2024: all updates from Digitec Galaxus

How are Black Friday and Cyber Monday going at Digitec and Galaxus? Better than last year? Which deals are proving particularly popular? Is our logistics team coping with the onslaught of orders? These are the questions journalists ask us whenever our promotional week rolls around – and we’ll be sharing the answers here. If you’re a member of the Digitec Galaxus Community, maybe the information will interest you, too.

Live ticker – how Black Friday Week’s going

Taking stock of the week

Cyber Monday successfully brought Digitec Galaxus’s 2024 Black Friday Week to a close. «We had a great start to the week and saw a lot of growth between Monday and Thursday,» says Irene Portmann, Black Friday Week Project Manager at Digitec Galaxus. «As was the case last year, sales were highest on Black Friday itself. Towards the end of our week of special offers, traffic to the site tapered off a bit. This means we achieved our goal of evening out the peaks and spreading them across the entire week.»

On the whole, we’re really happy with how Black Friday Week went. This year, fewer customers waited up until midnight to snap up the latest deals right away. Instead, there was more of an early-morning rush. Black Friday itself was roughly as strong as last year. As was the case in 2023, extending our promotional week to eight days to relieve the strain on our logistics team and shops proved to be a successful move.

Monday, 2 December – Cyber Monday

A glance at our shop traffic figures shows that – like last year – this year’s Cyber Monday wasn’t a peak shopping day. If you compare it to last Monday, which marked the start of our Black Friday Week, Cyber Monday was much quieter.

Rather than having orders build up on specific days such as Black Friday or Cyber Monday, this suggests that we successfully managed to spread the flood of orders across the week. After all, Cyber Monday isn’t a stand-alone promotional day on Digitec or Galaxus anymore. Though it still generates a lot of website traffic, it mainly serves to round off our week of special offers.

Saturday to Sunday, 30 November – 1 December – a quiet Advent weekend

Although we saw significantly more orders come in on Saturday and Sunday than on a typical weekend, the shopping frenzy we experienced earlier in the week did dampen down a little. This took some of the strain off our logistics team, who used Saturday to gradually process the large volume of orders received over the course of the week.

Following a dip in website visitor numbers on Friday evening and Saturday, we recorded strong sales on Sunday. To sum up, you could say that we successfully managed to spread the Black Friday rush across several days. By the time the weekend was over, 54 per cent of our deals were sold out. We expect we’ll see some more orders come in on Cyber Monday, which will mark the end of Black Friday Week.

Friday, 29 November – Black Friday

5.00 p.m.

We’re currently very happy with sales on Digitec and Galaxus. We recorded a significant increase in sales compared to the previous year. If we look at Black Friday so far, we can see that the day has been reasonably relaxed. As in previous years, we were able to spread the rush of customers well over the week. Overall, the deals are selling very well and we’re satisfied with the traffic and orders on our shops. Customers are extremely keen to buy. They’re shopping for themselves and their household as well as in preparation for Christmas, to gift family and friends.

It’s obvious from the range of products sold, that customers are buying products for very specific purposes. The most popular products purchased from the DIY range are clearly for the home – for example, taps, toilet lids, letterboxes and shower heads. Gifts that are increasingly being bought include toys, headphones, e-readers and home accessories.

11.00 a.m.

A number of shop-happy night owls were filling their shopping carts as soon as the clock struck midnight on Black Friday. Like last year, we’re generally seeing interest in the newly launched deals that went live late last night. Customers on the hunt for the best deals stayed up until midnight to pounce on the bargains.

That midnight enthusiasm also made itself felt on the technical side of things. Our engineers took temporary measures to keep the shops running as stably as possible. At 12.30 a.m., access to Galaxus and Digitec evened out, and the night continued issue-free.

Stand-up paddleboards proved very popular in that first half hour after midnight. By the early morning, one variety was already sold out. There was also a great deal of interest in towels and toys on Galaxus. Digitec customers, on the other hand, were more inclined to buy smartwatches and gaming products, such as mice and headsets.

A glance at the data on customers’ purchasing patterns reveals a shift in demand towards Friday morning. Rather than staying up late to snap up the first deals appearing at midnight, bargain hunters seem to be scouring for special offers right after getting up in the morning instead.

Tuesday to Thursday, 26–28 November – the bargain hunt continues

Following Monday’s strong start to our promotional week, our customers’ enthusiasm for shopping has continued over the last few days. Our logistics team is still working flat out and has reported an increased volume of orders. Our employees are doing their very best to process and deliver these orders as quickly as possible. We’ve been completely transparent about delivery times, stating a realistic delivery date for every product in the shop. That way, you’ll know when to expect your order.

As of Thursday afternoon, 30 per cent of the deals we’ve launched so far have sold out. Many of those yet to sell out are also well on their way to doing so. Maybe one or two customers have already ticked Christmas shopping off their festive to-do lists.

Toys are very popular on Galaxus – especially board games, modelling clay and LEGO. There’s also a lot of interest in air fryers, vacuum cleaners and electric toothbrushes, with many of these deals already sold out. So far, Digitec customers have been most keen to shop for notebooks, smartphones and monitors.

Monday, 25 November – Black Friday Week begins

Black Friday Week kicked off on Digitec and Galaxus in the early hours of Monday morning. Right after midnight, a relatively large number of customers logged on to snap up the first bargains. Although the site remained stable, there was a technical error affecting the deal display tool. However, the problem was resolved within fifteen minutes of launching our promotions. Since then, everything’s been running smoothly.

The first discounted product to sell out on Digitec was a Seagate external hard drive at 7 a.m. Shortly afterwards, a Ledger crypto wallet and an ASUS graphics card followed suit. TVs and smartphones also proved popular. At 7.50 a.m., a Mondaine clock became the first product to sell out on Galaxus. After that, Philips electric toothbrushes sold out too. We’re also seeing an increased interest from Galaxus customers in toys, smart plugs and DIY products right now.