{"id":4592,"date":"2022-11-14T10:54:08","date_gmt":"2022-11-14T10:54:08","guid":{"rendered":"https:\/\/www.audacia.co\/?p=4592"},"modified":"2022-11-14T10:55:31","modified_gmt":"2022-11-14T10:55:31","slug":"les-tendances-e-commerce-pour-le-black-friday-2022","status":"publish","type":"post","link":"https:\/\/www.audacia.co\/fr\/blog\/les-tendances-e-commerce-pour-le-black-friday-2022\/","title":{"rendered":"Les tendances e-commerce pour le Black Friday 2022"},"content":{"rendered":"

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De plus en plus controvers\u00e9e, la tendance du Black Friday reste presque in\u00e9vitable pour les enseignes e-commerce<\/a><\/span><\/span> (et pour les magasins physiques aussi). Souvent associ\u00e9 \u00e0 la surconsommation et bouscul\u00e9 tour \u00e0 tour par une pand\u00e9mie puis une situation inflationniste, le Black Friday est-il toujours si incontournable? Les pr\u00e9visions du Black Friday pour le commerce en ligne suisse, elles, tablent sur un chiffre d\u2019affaires de <\/span>110 millions<\/span><\/a><\/span><\/span> de CHF, une l\u00e9g\u00e8re baisse par rapport \u00e0 2021.<\/span><\/p>\n

Ph\u00e9nom\u00e8ne venu tout droit des Etats-Unis dans les ann\u00e9es 1950 et ayant lieu apr\u00e8s la f\u00eate de Thanksgiving, le Black Friday s\u2019est aussi impos\u00e9 en Europe. Dor\u00e9navant pr\u00e9c\u00e9d\u00e9 du Singles Day et suivi du Cyber Monday, le \u201cVendredi Noir\u201d permet aux consommateurs de b\u00e9n\u00e9ficier de diverses promotions, offres et rabais. Une p\u00e9riode propice aux bonnes affaires pour les achats de fin d\u2019ann\u00e9e. Mais quelles en sont les tendances pour 2022?<\/span><\/p>\n

Une baisse de pouvoir d\u2019achat \u00e0 double-tranchant<\/span><\/h2>\n

Apr\u00e8s deux ans de pand\u00e9mie puis une situation inflationniste, la <\/span>baisse du pouvoir d\u2019achat<\/span><\/a><\/span><\/span> est non n\u00e9gligeable chez beaucoup de consommateurs. Cette r\u00e9alit\u00e9 engendre deux tendances : certains consommateurs vont certainement moins acheter – ou du moins \u00e9viter les biens ou services non essentiels – alors que certains, au contraire, <\/span>vont profiter de ces promotions avantageuses<\/span><\/a><\/span><\/span> pour r\u00e9aliser leurs achats \u00e0 ce moment-l\u00e0. La concurrence entre les enseignes sera donc rude afin d\u2019attirer et de fid\u00e9liser des consommateurs impact\u00e9s par la baisse de leur pouvoir d\u2019achat.<\/span><\/p>\n

Une consommation plus durable et moins excessive<\/span><\/h2>\n

La pand\u00e9mie mondiale de Covid-19 avait dessin\u00e9 les contours d\u2019un nouveau type de consommation : lutter contre la surconsommation et viser des achats plus r\u00e9fl\u00e9chis et plus durables. Plusieurs mouvements ont \u00e9t\u00e9 cr\u00e9\u00e9s ces derni\u00e8res ann\u00e9es, notamment le Small Business Saturday, le Bring Back Friday ou encore le <\/span>Green Friday<\/span><\/a><\/span><\/span>, des tendances qui mettent en avant un mod\u00e8le d\u2019achat et de consommation plus r\u00e9fl\u00e9chi oppos\u00e9 \u00e0 la fr\u00e9n\u00e9sie du Black Friday. \u00c0 travers, entre autres, un packaging plus \u201cgreen\u201d, des options de livraison plus souples, l\u2019optimisation des descriptions de produits ainsi que l\u2019introduction d\u2019un guide des tailles pour les textiles, les marques e-commerce peuvent tirer leur \u00e9pingle du jeu durablement parlant.<\/span><\/p>\n

Apr\u00e8s deux ans de pand\u00e9mie, les consommateurs pourraient aussi retourner en plus grand nombre dans les magasins physiques, une fa\u00e7on aussi de soutenir le commerce local. Maintenant plus que jamais, le vert est le nouveau noir?<\/span><\/p>\n

Dur\u00e9e prolong\u00e9e et secteurs qui souffrent<\/span><\/h2>\n

Pour 2022, les promotions du Black Friday devraient commencer <\/span>plus t\u00f4t et finir plus tard<\/span><\/a><\/span><\/span>. Ceci pour permettre aux consommateurs <\/span>d\u2019\u00e9taler leurs d\u00e9penses<\/span><\/a><\/span><\/span> sur une p\u00e9riode plus longue et, pour les entreprises de distribution, <\/span>d\u2019\u00e9couler plus facilement leurs stocks<\/span><\/a><\/span><\/span> pour \u00e9viter que ceux-ci soient exc\u00e9dentaires. \u00c0 cause des probl\u00e8mes d\u2019approvisionnement de mati\u00e8res premi\u00e8res, les grosses promotions pourront toutefois \u00eatre limit\u00e9es dans certains secteurs. C\u2019est notamment le cas de celui des <\/span>jeux vid\u00e9os<\/span><\/a><\/span><\/span>, la p\u00e9nurie de mat\u00e9riaux ne permettant pas aux fabricants de produire les consoles de jeux.<\/span><\/p>\n

Une p\u00e9riode charni\u00e8re aussi pour les petites entreprises<\/span><\/h2>\n

On l\u2019associe souvent aux grosses marques, Amazon, Fnac, Zalando et autres, mais le Black Friday peut se r\u00e9v\u00e9ler tout aussi important pour les petites entreprises. Quelques-uns de ses avantages? Booster les ventes pendant une p\u00e9riode creuse, accro\u00eetre la notori\u00e9t\u00e9 et visibilit\u00e9 de marque, \u00e9couler les stocks, attirer une nouvelle client\u00e8le ou encore fid\u00e9liser les clients actuels. Surfer sur la vague Black Friday ne signifie pas toujours appel \u00e0 la surconsommation mais, cela dit, attention \u00e0 ce que la participation \u00e0 un tel \u00e9v\u00e9nement ne se transforme pas en <\/span>menace<\/span><\/a><\/span><\/span> pour les petites enseignes.<\/span><\/p>\n

Parmi les soci\u00e9t\u00e9s acquises<\/a><\/span><\/span> par Audacia Group, la p\u00e9riode du Black Friday est un vrai temps fort en termes de vente. Une p\u00e9riode charni\u00e8re sur laquelle il semble difficile de faire une croix pour un e-commerce bien \u00e9tabli. Coupons de r\u00e9duction, combos de produits, frais de livraison offerts, cadeaux et \u00e9chantillons gratuits, chaque business y trouve son compte pour vendre ses produits et ses services aux consommateurs.<\/span><\/p>\n

Certaines marques du groupe Audacia r\u00e9alisent des promotions durant toute la semaine du Black Friday sur l\u2019entier de leur catalogue ou pratiquent des remises decrescendo jusqu\u2019au fameux \u201cVendredi Noir\u201d alors que d\u2019autres r\u00e9alisent aussi des offres plus ponctuelles lors du Singles Day puis durant le Cyber Monday, le jour de promotion par excellence r\u00e9serv\u00e9 aux achats en ligne.<\/span><\/p>\n

Conclusion pour le Black Friday 2022 en e-commerce<\/span><\/h2>\n

De plus en plus associ\u00e9 \u00e0 la surconsommation, le Black Friday peut souffrir d\u2019une image n\u00e9gative mais reste une opportunit\u00e9 commerciale dont il est difficile de se passer, tant en e-commerce qu\u2019en retail. Attention cependant aux petites entreprises pour qui la mise en place de telles promotions peut se r\u00e9v\u00e9ler plus dangereuse que profitable.\u00a0<\/span><\/p>\n

Impact\u00e9 par une inflation grandissante, une pr\u00e9occupation \u00e9cologique, des perturbations dans les cha\u00eenes de distribution ainsi que des mouvements \u00e0 son encontre naissant ici et l\u00e0, le Black Friday peut-il <\/span>accuser le coup<\/span><\/a><\/span><\/span> par rapport aux derni\u00e8res ann\u00e9es? Pour ce qui est de 2022, les soci\u00e9t\u00e9s devront faire face \u00e0 un challenge encore plus cors\u00e9 que d\u2019ordinaire en tentant de convaincre, fid\u00e9liser et retenir les clients, limit\u00e9s financi\u00e8rement et \u00e0 la recherche d\u2019une conscience durable, \u00e0 l\u2019aide d\u2019un marketing multicanal impactant et performant. Pour les prochaines ann\u00e9es, l\u2019ampleur du Black Friday, aussi insuffl\u00e9e par le Singles Day et le Cyber Monday, devrait continuer \u00e0 faire de cet \u00e9v\u00e9nement une p\u00e9riode de promotions commerciales fondamentale dans l\u2019ann\u00e9e mais aussi, et de plus en plus, une p\u00e9riode guid\u00e9es par les tendances \u00e9conomiques, soci\u00e9tales et environnementales.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    De plus en plus controvers\u00e9e, la tendance du Black Friday reste presque in\u00e9vitable pour les enseignes e-commerce (et pour les magasins physiques aussi). Souvent associ\u00e9 \u00e0 la surconsommation et bouscul\u00e9 tour \u00e0 tour par une pand\u00e9mie puis une situation inflationniste, le Black Friday est-il toujours si incontournable? Les pr\u00e9visions du Black Friday pour […]<\/p>\n","protected":false},"author":3,"featured_media":4593,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[33,32],"tags":[],"class_list":["post-4592","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital","category-e-commerce"],"yoast_head":"\nE-commerce: quelles tendances pour le Black Friday 2022?<\/title>\n<meta name=\"description\" content=\"Dans quelles circonstances va se d\u00e9rouler le Black Friday 2022 pour l'e-commerce? 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