Black Friday has become an important seasonal kick-start for retailers in the US as well in the Nordics. Focus has been set on consumer electronics and hardware, but with increased competition over households and consumers and a maturing digital market, media and subscription services are expected to join the party. Still, the most remarkable sales this year is probably the Swedish ecommerce-store CDON that offers a discounted outer space trip.
In 2018, sales during Black Friday in Sweden amounted to 6.5 billion SEK, representing an increase of 20% YOY. In Norway, the increase YOY was 4% and total sales 3.7 billion NOK1. In 2019, Black Friday sales in Sweden is expected to increase 10-15% (YOY), which would imply 7–7.5 billion SEK in total turnover. Looking at the estimated spend per person, Danes and Swedes are approximately at the same level; close to €200. So far, Black Friday in the Nordics has been an important day for consumer electronics in general and mobile phones, TV´s and video games in particular. These are also the segments where the largest savings can be found.
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