According to DetailWatch, Black Week has further accelerated the shift toward online shopping. Data from the 30,000 webshops that use Quickpay as their online payment solution supports this trend.
Sales have increased by DKK 107 million
From 2023 to 2024, sales increased by DKK 107 million, driven by 300,000 additional transactions. In 2023, sales amounted to DKK 2.4 billion, rising to over DKK 2.5 billion this year, representing a growth rate of nearly 4.5%.
In 2023, the average shopping cart value was DKK 672, while in 2024, it dropped slightly to DKK 647. The size of the shopping cart remains relatively stable compared to other weeks of the year, meaning the revenue growth stems primarily from a surge in the number of transactions.
Kickstarting Christmas shopping
According to an analysis by Dansk Erhverv on Danish consumers’ expected spending during Black Friday 2024, conducted in October, 4 out of 10 Danes planned to shop during this year’s Black Friday or Black Week.
Among those who intended to make purchases, 80% aimed to use the opportunity to buy Christmas gifts. Additionally, 74% planned to shop for Black Friday deals in Danish online stores, 62% in physical stores, and 38% in foreign online shops.
Black Friday was introduced to Denmark in the 2010s and has since become one of the country’s biggest shopping days - if not the biggest. Black Week often marks the beginning of the Christmas shopping season, resulting in a significant sales spike compared to the weeks before and after. This year’s Black Week sales were double those of the preceding weeks, mirroring the pattern observed in 2023. Notably, sales in the last weeks of 2023 also failed to reach the high levels recorded during Black Week.
