According to GfK findings, in the week of Black Friday 2023 the Italian market of Tech and Durable goods recorded sales of 438 million euros, -11% compared to the same period last year. A figure in line with the negative trend that has characterized 2023 so far. After the record growth of the pandemic years and a slightly negative 2022 (-2.3%), since the beginning of this year the sector has been experiencing a slowdown in demand. The reasons are to be found in the saturation effect recorded by some segments which had grown significantly in recent years and in consumer concerns for the high cost of living and international crises. The weeks preceding Black Friday were also negative and the month of November – usually important – does not seem capable of reviving the market. The negative trend concerned both traditional points of sale (-12%) and the online channel (-10%). All sectors recorded negative performances compared to Black Friday 2022, but those that suffered less were Home Comfort (-2%), Large Appliances (-3%), Small Appliances (-4%) and Telecom (-4%). Considering the products, those that show growth compared to Black Friday 2022 are Dishwashers (+12%) and Multifunction Printers (+3%).
