Black Friday and Cyber Monday are extremely popular global sales events. They usually involve millions of people around the world. In particular, Black Friday online sales grew 3.5% to $65.3 billion globally in 2022.

Besides, according to the Salesforce survey on sales recap, consumers spent $1.14 trillion online globally across the Holiday Season. Considering this, Kaspersky explored users’ behaviour and habits related to big sales events such as Black Friday and Cyber Monday.

A new global Kaspersky survey¹ reveals that 90% of purchases occur spontaneously during Black Friday and Cyber Monday. It also discovered that social media makes an unexpectedly big contribution to sales results, as more than a half (58%) of followers attempt to get whichever special deals their favourite influencers and online bloggers recommend. At the same time, 40% of users are ready to buy something unplanned if they receive a recommendation from friends or family members.

Women are the more dedicated super-sales shoppers, with 22% saying they will always make spontaneous purchases during Black Friday and Cyber Monday, compared to only 17% of men. Those aged 25 to 34 years also stand out: 23% say that they will always buy something spontaneously during these events, significantly more than in any other age group.

As for the importance of big sales events for respondents, 71% are ready to wait until big events like Black Friday or Cyber Monday to get the best deals. While 75% of consumers say that they make use of the run-up to these events to plan their bigger purchases in advance, hoping to make the most of price cuts and special deals.

“For many, Black Friday and Cyber Monday are a great way to save serious money on a variety of purchases, so each year, these days are marked by unprecedented excitement and interest in online and offline shopping. As our research shows, 90% of users buy things spontaneously during big sales events and may not pay much attention to safety, trying to snatch the best offer. Our solutions for safe online shopping – like Kaspersky Premium – can be a reliable assistant in online payments security, which will protect not only your personal data, but also financial information, and will also warn you so you don’t end up on a phishing site,” comments Marina Titova, Vice-President, Consumer Product Marketing at Kaspersky.

The full report ‘The Super Sale Game: who’s the winner? A study on how we shop and pay’ is available via this link.