Black Friday has established itself as one of the most important days for online trade in Switzerland – this is confirmed by the transaction volumes of this year's Black Friday, on November 29. However, another clear trend is emerging this year: Sales records are already being set on the Thursday before the actual Black Friday. Thus, not only Black Friday but the entire Black Week is establishing itself as a sales period.

Record Numbers at a Glance: Black Friday and Black Week 2024

The data analysis from Payrexx shows that Black Friday and the entire Black Week offer immense sales potential if retailers act in good time.

The most important facts:

• 82 percent more sales on Black Friday compared to the previous week's Friday – a significant increase in consumption.

• 23 percent higher shopping cart value on Black Friday 2024 compared to the daily average of the two previous weeks.

• Long-term trend: Compared to Black Friday 2020, sales grew by 16.8 percent by 2024.

• Early-starting offers: The Thursday before Black Friday is already one of the highest sales days of the week.

• Increased desire to shop: Consumers want to spend up to 400 francs on Black Friday and plan their purchases specifically for this day.

The following graphic illustrates the transaction volume in a weekly comparison and shows that the sales figures during Black Week are significantly higher compared to the previous week and that the highest sales are achieved on the Thursday and Friday of Black Week. The data makes it clear: retailers who start early with their offers can fully exploit the potential of Black Week.

Transaction volume in week 47 (week before Black Friday) and week 48 (Black Week)

The total sales increase on Black Friday since 2020 as well as the rising shopping cart values show that consumers are willing to spend more money and specifically schedule their purchases for this time. According to an analysis by Bring Labs and the Swiss Retail Federation, consumers are even willing to spend around 400 francs on Black Friday 2024.

The following diagram shows the upward trend in online sales in recent years. The average transaction volume per online retailer increases with an average sales growth of just under 6% per year since 2020.

Average transaction volume from 2020 to 2024 (comparison Black Friday / previous Friday)

Buying Behavior: When and What is Bought?

A look at the purchase times in the graphic below shows clear peak sales times: Most transactions were made between 8 and 11 AM as well as between 2 and 3 PM. These times are particularly relevant for retailers who want to strategically place their offers and leverage the demand in these peak hours.

Time-based evaluation of the number of transactions on 22.11.2024 and 29.11.2024

According to Statista, consumers were particularly interested in products from the categories of technology/electronics and fashion during Black Friday Week. Other popular categories included furniture, cosmetics, toys, and health. With discounts in these categories, online retailers can particularly score points with their customers.

Payment Behavior: How is Payment Made Online?

The most commonly used payment methods for online purchases on Black Friday 2024 reflect the increasing diversity and preferences of buyers. The trend towards fast, secure, and flexible payment options is particularly evident.

• TWINT: 59.3 percent of purchases were paid with TWINT. The Swiss payment method is particularly popular in Switzerland because it offers a fast, secure, and convenient payment option via smartphone – simply via QR code, without needing a card.

• Credit and debit cards: 34 percent paid with credit or debit cards. These payment methods thus still belong to the most popular ones this year as they enable a fast and secure payment process.

• Digital wallets like Apple Pay and Google Pay: The convenience and ease of use make these options particularly attractive for buyers who want a quick and secure transaction.

• Purchase on account: This method is becoming increasingly popular, as buyers only have to pay after receiving the goods.

• Real-time transfer: Especially customers from Germany prefer the direct transfer from the bank account, as these transactions are very fast and secure.

For online retailers who want to optimize their payment processes, the Swiss payment provider Payrexx offers a solution that integrates all common payment methods such as credit cards, digital wallets, Pay by Bank, purchase on account as well as national options like TWINT and PostFinance. This way, retailers can appeal to a broad target group and benefit from smooth payment processing – especially during peak times on Black Friday.

Additionally, Payrexx offers special e-commerce tools like Paylink and QR Pay, which are also useful outside of Black Friday. With Paylink, retailers can easily send invoices via a link and QR Pay enables quick payments via QR code – perfect for on-site transactions.

Interested retailers can sign up at any time for free and try all features of Payrexx for 30 days free of charge.

Data Collection

The Swiss payment provider Payrexx conducted the present data collection with 1120 SMEs. This included retailers from various sectors such as event services, classic online shops, health services, education, and gastronomy.

The data relates to transactions processed via the Payrexx platform. The period measured was from 18.11.2024 to 1.12.2024, between 00:00 and 23:59.