Data collected by GfK in Italy show signs of recovery for the Tech & Durable sector, already detectable in November. In particular, the results achieved during the Black Friday week (November 25th to December 1st, 2024) are encouraging. In fact, Tech products (including refrigerators, washing machines and vacuum cleaners) reached a sales growth of +4.9 percent (value). A total of 472 million euro was achieved. This trend is part of a general recovery in the T&D sector that began in July 2024. After a prolonged period of contraction, demand has returned to growth.
Most requested products
The results of Black Friday 2024 compared with those of Black Friday 2023 reveal the most requested product categories. Among those that performed best were Small Domestic Appliances (+15.7 percent) and Home Comfort (+10 percent). Major Domestic Appliances also registered growth (+5.4 percent).
In detail, the products that had the highest increases were food preparation appliances (food processors, immersion blenders, choppers, etc.). These small appliances grew by 52 percent (value). Sales of air fryers (+30%), split air conditioners (+22.5%) and electric toothbrushes (+18.7%) were also very positive.
Signs of recovery are therefore perceptible. Year-end data may confirm the continuation of the current positive trend.
