The environmental issue is a familiar one which is thankfully being discussed a lot more nowadays. We are all, in our own small way, trying to be more careful because the effects of global warming have now become all too obvious. Some opt for a more plant-based diet, others buy more local produce and there are those who are careful not to overdo their use of heating and air conditioning. This would lead us to believe that there is greater focus on how we shop, especially because online shopping generates as much as 7% of greenhouse gas emissions
Indeed, the survey revealed that only 12% of Italians seriously consider the environmental impact of purchases, a figure in line with Spain (11%) and France (17%). Overall, in all three countries, those most aware of the issue were the GenZ youngsters, while dragging behind were the Boomers from 59 upwards. It is regrettable to see people who, when shopping on Black Friday, do not even give the environment a thought: in all three countries, the figure was 9.98% of those who took the survey, a small but significant percentage
Black Friday: is the Buy Now Pay Later option impacting Christmas Shopping?
In 74% of cases, those interviewed said they preferred planned buying, with an average budget of 238 Euro for Italy, 273 Euro for Spain and as much as 309 Euro for France. Leading the way are Millennials who will spend the most: on average 272 Euro per person.
Compared to other countries, Italians seem to be those who plan the least, and equally, don’t see Black Friday as an opportunity to buy Christmas presents early as much as their French neighbours do.
However, on the subject of available budget, not everyone wants to spend the same amount as last year, quite the opposite: 19% of Italians say they want to spend less, as do 31% of the French and 18% of the Spanish
“In short, with inflation and the increased cost of living, not everyone can dedicate the same resources to shopping as they have done in previous years, even though most of those interviewed said they hoped to spend more or less the same amount“
Alessandro Caliandro, Head of UX at UNGUESS
Buy Now Pay Later: supporting budget management
The research also analysed people’s habits and preferences with regard to Buy Now Pay Later (BNPL) as a tool for paying for one’s purchases in instalments.
The interest shown in BNPL solutions for the up-and-coming Black Friday involves around half the Italians interviewed (52%), higher than the figure recorded in France (42%) and Spain (36%). Nevertheless, this figure reflects the fact that 40% of Italians have already used BNPL in the past, a significantly higher figure compared to the French (28%) and Spanish (27%).
The survey also highlighted the convergence of opinions between the various countries involved, especially with regard to the perception of BNPL which, according to two thirds of those interviewed, is an effective method for better managing one’s budget. Furthermore, most of the consumers were in favour of using BNPL rather than the option of charging the purchases to their card or applying for any kind of loan.
The analysis, also revealed that flexibility in the choice of frequency for paying instalments, for example monthly or weekly, is an important element in the adoption of BNPL solutions. This aspect is particularly important for about 3 out of 4 people, with no geographical differences.
And if in doubt about choosing BNPL? Its combination with an offer or specific promotion can prove to be a key decision maker in the adoption of this payment method.
When are purchases mainly made? Morning, afternoon or evening?
In this case, it is interesting to note how each country has different habits: in France buying is mostly done in the morning (46.36%), in Italy the evening (37.53%), while in Spain it is the afternoon (45.79%)
Online vs offline: the web wins hands down
The vast majority of those interviewed said they buy only online: we’re talking about 52.77% of the French people interviewed 71.72% of the Italians interviewed and 51.32% of the Spanish interviewed. From a generational point of view, GenZ tends to buy in shops (15.98%), together with Boomers (15.94%). We’re talking, however, about percentages which – if compared to the desire to buy online – are considerably lower.
The demise of the tablet as a navigation tool (49.50%) and in second place, the PC (47.38%)
The smartphone is favoured by Millennials (52.97%) and GenX (49.26%); while Boomers (68.97%) and GenZ (50%) prefer using a PC
“On a constantly evolving landscape, it is essential that we continue to strive to further understand consumer preferences. This guides us to continuously offer innovative solutions in line with their changing needs, which contribute to redefining the shopping experience, especially in e-commerce. The data which emerged, clearly showed that awareness around Buy Now Pay Later has become central to purchasing decisions. It is now considered an effective tool for improving budget management by offering a flexible and convenient payment option. This option will be a key support to those wishing to take advantage of Black Friday offers, making the shopping experience even more sustainable and rewarding“
Simone Mancini, Scalapay‘s CEO.
About UNGUESS
Founded in 2015 as part of the “Mobile Lab” research centre at the Politecnico di Milano, following an idea developed by three former students – Edoardo Vannutelli, Filippo Maria Renga and Luca Manara, who is now the startup’s CEO – UNGUESS was the first company in Italy to use the crowdtesting method to optimise the quality, safety and user experience of the company’s digital products and services. Thanks to the crowd and integrated technological platform, UNGUESS manages to rapidly and effectively offer tests, detailed studies and relevant feedback because it comes from fully involved real people and from a wide variety of available digital devises and interfaces.
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