30/11/2020

Sales of Consumer Goods Products Skyrocket on Black Friday

This year more than ever Greek Consumers have grown accustomed to the convenience online shopping provides, and even during the lockdown period online purchases of consumer goods products skyrocketed on Black Friday, making November a record-breaking month. Friday 27th of November hit the new record in daily spending of online Pharmacy and was the 2nd best day of 2020 in online Grocery, with first being the 5th of November, the day before the start of the 2nd lockdown.

During the period 1-27 November 2020 online purchases of consumer goods product sold on online Super Markets skyrocketed with a 319% Y-o-Y growth rate while the respected online sales from online Pharmacies had an impressive 103% Y-o-Y growth rate. What is more, on Black Friday the online Grocery sector showed an additional increase of 26% rate and the Online Pharmacy a 104% increase, compared to the previous three Fridays of November 2020.

Which were the categories that drove the growth of the buying frenzy during Black Friday?

The 5 categories with the highest turnover growth in the online Grocery sector were battery toothbrushes (+848%), open diapers (+222%), diaper pants (+88%), whiskey (+84%) and kitchen supplies (+80%). Respectively in online Pharmacy, there was a clear preference for beauty and care products: battery toothbrushes were the dominant category of the sector (+304%) and highs were observed in the following categories: face beauty masks (+275%), eye makeup products (+261%), lip care products (+242%), Coffret for women (+235%), eye care products (+235%) and anti-ageing creams (+195%).

According to our estimations, annual market revenues from online Grocery and Online Pharmacy will exceed €300M (incl. VAT) by 2020 without including the purchases made from online pet shops, liquor stores and e-shops with diapers, coffee capsules, etc.

The above findings are recorded from our AI-based platform, eRetail Audit. The innovative platform, allows Manufacturers and Retailers of FMCGs and Consumer Healthcare Companies to have daily access to real-time aggregated data combined with meaningful commercial, marketing & eCommerce insights and monitor their digital shelf strategy.

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