The Power of Reviews: Influencing Black Friday Purchase Decisions

by | Oct 19, 2023


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Black Friday, a shopping phenomenon that traditionally marks the beginning of the holiday shopping season, has seen a significant shift towards online platforms in recent years. With countless deals and offers flooding the internet, consumers rely heavily on product reviews to make informed decisions. But just how influential are these reviews on Black Friday online purchases?

The Growing Significance of Online Shopping on Black Friday


  • A Global Shift: According to data from Black-Friday.Global, there’s been a consistent rise in online shopping during Black Friday events over recent years. 
  • Safety and Convenience: The global pandemic further accelerated the move online, with consumers preferring the safety and convenience of e-shopping. 
Black Friday’s Meteoric Rise: A Deep Dive into the Numbers


  • Staggering Sales in the US: The United States, being the birthplace of Black Friday, has consistently seen an uptick in online sales during this event. In recent years, online Black Friday sales have seen growth rates of approximately 22%, with total sales often surpassing the $9 billion mark. 
  • Europe Joins the Frenzy: Europe, while traditionally not as involved in Black Friday, has rapidly adopted the shopping holiday. Countries like the UK, Germany, and France have reported an increase of 15-20% in online sales during Black Friday events in recent years. 
  • Spotlight on Popular Products: Electronic items, particularly smartphones, laptops, and gaming consoles, tend to be the hottest sellers during Black Friday. Beauty products, fashion apparel, and home appliances also see a significant uptick. 
  • Average Spending Patterns: On average, American consumers have been known to spend around $300 to $400 per person on Black Friday deals, with Europeans not far behind at an average of €250 to €350. These numbers, of course, can vary based on economic conditions and specific hot-ticket items available in a given year. 
The Impact of Reviews on Purchase Decisions


  • Trust Factor: A study by Bazaarvoice highlights that over 80% of online shoppers consider reviews essential when deciding on a purchase. 
  • Avoiding Buyer’s Remorse: Especially on Black Friday, when deals can seem too good to be true, reviews offer an authenticity check, helping consumers avoid post-purchase regrets. 
  • Deep Insights: Reviews often provide insights not covered in product descriptions. Whether it’s the longevity of a gadget or the fit of a clothing item, reviews give a real-world perspective that product specifications often miss. 
Key Takeaways
  • Quantity Matters: Consumers typically read multiple reviews before making a decision. Having a higher number of reviews can be as crucial as the quality of those reviews. 
  • Authenticity Over Perfection: Shoppers appreciate genuine reviews. A mix of positive and negative reviews can actually enhance credibility. 
  • Local Reviews Shine: There’s a stronger resonance with reviews from fellow countrymen. For example, an American shopper is more likely to trust a review from another American than from someone overseas. 
  • Dynamic Review Platforms: Sites that allow Q&A sessions, photo uploads, or video reviews tend to be more engaging and trustworthy for potential buyers. 

As Black Friday sales continue to burgeon online, the significance of reviews in shaping purchase decisions becomes even more crucial. Brands must not only focus on collecting reviews but also ensure they are genuine, comprehensive, and easy to access. In this age of digital commerce, reviews are not just testimonials; they’re powerful tools of persuasion.

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