Behind the scenes
Fluctuating prices and limited supplies
by Martin Jungfer
Black Friday is on at Digitec Galaxus
26/11/2021
Translation: Veronica Bielawski
Pictures: Thomas Kunz
Onliners, bargain hunters and journalists alike can tune in here to follow the Black Friday and Cyber Monday action at Digitec Galaxus.
Cyber Monday – full-day review (5 p.m.)
While Black Friday sales were somewhat lower than last year, sales on Cyber Monday are roughly on par with those in 2020. Compared with the previous year, there was a less pronounced shopping peak shortly after midnight. Instead, our customers made more purchases in later hours.
As of shortly before 5 p.m., about a third of the deals at digitec are sold out; at Galaxus, it’s around four out of ten deals. Clothes and functional underwear are proving particularly in demand at Galaxus today, as well as stationery items such as pens and coloured pencils. Like on Black Friday, the most popular deals at digitec are PCs, notebooks, smartphones and monitors.
Black Friday – full-day review (5 p.m.)
Is there a new Black Friday record?
Unfortunately, we couldn’t quite keep up the momentum from the first half of the day. We expect sales to fall slightly below last year’s levels. The Black Friday 2020 sales record remains unbeaten.
How many deals have already sold out?
On average, around 40% of all deals at digitec and Galaxus have sold out.
How big was the rush in the online stores?
Compared to a typical Friday (i.e. the average of the last four Fridays), digitec and Galaxus have recorded about a 2.5-fold increase in sessions.
Black Friday – half-time review (12 p.m.)
It’s half-time: the first twelve hours of Black Friday are behind us with twelve more to go. Here are the most important facts and figures.
How did Black Friday go at Digitec Galaxus?
We’re satisfied with the results of the first half. Some products already sold out shortly after midnight. After that, the bargain hunters got to bed, returning to fill their carts between 8 a.m. and 10 a.m. In 2020, it was a similar story. In 2019, on the other hand, the big rush took place earlier. Namely, between 7 a.m. and 8 a.m. – during the commute to work.
The online boom, which was reinforced by the pandemic, isn’t letting up on Black Friday. Website traffic, orders and sales are at a level similar to last year.
How many Black Friday deals were there at Digitec Galaxus?
This Black Friday, digitec and Galaxus have over 700 deals on offer.
Which product was particularly popular? Which offer sold out first?
Many products sold out within the first hour. At digitec, notebooks, PCs, monitors and smartphones have proved particularly popular; at Galaxus, Lego sets are all the rage. The gourmets among us also left their mark: wine and chocolate were sold out in no time.
Did digitec.ch and galaxus.ch handle the high traffic well?
The rush shortly after midnight was enormous and certainly put our systems to the test. In the first half hour past midnight, the result was longer loading times. Thanks to some quick fixes by our engineers, the situation returned to normal with everything running like clockwork.
Was there a rush of visitors to the brick-and-mortar stores?
We welcomed more visitors to our branches this Friday morning than we did a year ago. Black Friday 2020 took place in the middle of the second wave, and capacity restrictions applied in our shops.
Was the logistics department stretched to its limits?
We were well prepared for Black Friday in terms of logistics. After all, it’s the day of the year marked by the highest levels of turnover. Our logistics team did a great job processing the volume of orders without any significant delays.
Why were there no deals on graphics cards like in previous years?
Graphics cards are strongly affected by the semiconductor shortage. This has consequences for us, too. Supply is much lower than demand, which is why many models are currently unavailable in our shop. For this reason, they were excluded from Black Friday deals. Please note: some graphics cards – albeit solely older models – are available in our «Sale» section.
Stephan Kurmann
Senior Communications Manager
Stephan.Kurmann@digitecgalaxus.chStudies claim that we have a shorter attention span than goldfish. Ouch! My job is to get your attention as often and for as long as possible. How? With content you enjoy. Outside of the office, you’ll find me on the tennis court, curled up with a book, Netflixing or travelling.
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