Black Friday & Cyber Monday - der E-Commerce boomt

Black Friday & Cyber Monday - der E-Commerce boomt
Published on: Dec 28, 2019
Updated: Aug 19, 2022

Black Friday (Nov. 29) and Cyber Monday (Dec. 02) are one of the top-selling days in e-commerce. Some retailers generate a large part of their annual sales on these days. Many people buy their Christmas gifts on these two days.

Black Friday & Cyber Monday in numbers

Exciting facts from 2018 at a glance:

  • At midnight, sales shot up by 350%.
  • The Germans spend on average during this period around 2.4 billion euros (15% more than in 2017).
  • In the early morning between 6 and 10 o'clock, the most is bought on Black Friday.
  • The most popular product categories are fashion & accessories (40.27%), drugstore, cosmetics & body care (32.72%) and household electronics (26.32%)
  • Amazon leads with 51% - there is the most shopping
  • In second place is eBay (10%) and in third place Zalando (7%)
  • During the entire two days of action, the package volume of retailers can increase by up to 80%.
Black Friday & Cyber Monday is worthwhile for online retailers again this year.

Online or offline - who profits the most?

The two action days are especially popular with online shoppers. It's a slightly different story for brick-and-mortar retailers. Around two-thirds of consumers store less in stationary retail on these two days. For 28 percent of consumers, this is due to the crowds in stores. That's why they prefer to buy their gifts online.

Of course, the two promotion days also increase returns in e-commerce. Read how to reduce them in our free whitepaper here.

The customer experience is also becoming increasingly important on Black Friday & Cyber Monday


Consumers want more customer experience. For example, about 77 percent of consumers base their purchase decision on how the retailer handles customer service inquiries. In second place for 60 percent of customers is the price-performance ratio.

Don't want to miss out on the latest customer experience trends? Then sign up for our Customer Experience Newsletter:

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