Black Friday-2024 at Foxtrot: sales tripled, and the longest check had 112 products

The third Black Friday of wartime, according to the already established tradition in the household and electronic appliances market, lasted 8 days – from November 25 to December 2. This made it possible to satisfy the increased demand and ensure high efficiency of sales at Foxtrot for more than 1,000 products with discounts even during the hours of massive power outages.

In general, the following growth was noted in the main categories (compared to the previous three weeks):

• charging stations +900%
• TVs +489%
• accessories +315%
• large household appliances +309%
• small household appliances +302%
• IT and laptops +271%
• smartphones, tablets +222%
• non-core goods category +270%.

“These productive 8 days showed that buyers' interest in Black Friday remains at the pre-war level. However, still with adjustments for our realities. And this is felt precisely in the formation of a culture of demand in wartime. Because among the drivers of sales are products that primarily provide energy independence, mobility and at the same time – comfort: such as the “combo” of a TV and a charging station. Also among the leaders are popular mobile gadgets and home appliances, which Ukrainians prepare for each other for the upcoming holidays,” – noted Oleksiy Zozulya, CEO of the Foxtrot chain.


In terms of product groups, among the leaders in sales are coffee machines (4.5 times growth), multicookers (3.5 times), laptops (almost 3 times), refrigerators and washing machines (3 times), smartphones and tablets have grown by more than 2 times.

It is worth noting that all 124 Foxtrot retail stores worked smoothly during the power outages. In addition, on the eve of the “Ch” day, a mobile application was launched for sellers, which significantly accelerated service and purchase processing. As a result:

• 50% of sales on Black Friday in retail stores were made using the mobile application.
• 14% of payments for goods were made without the participation of a cashier – from the workplace of a sales consultant.
• the service for serving deaf customers in sign language, which works only at Foxtrot – the online service Barrier-Free Foxtrot, was in high demand, including when applying for equipment on credit.

The number of online orders on foxtrot.ua increased by 40%, 12% of new users registered on the resource (year-on-year). During the most active hours of Black Friday, up to 20,000 customers were on the site at the same time, and the number of daily orders more than doubled. An AI-consultant of the contact center was also connected. During Black Friday, it processed 30% of the total number of requests regarding discounts, available bonuses, order statuses, delivery, store opening hours, etc.


As in the past year, the distribution of traffic between mobile and stationary devices did not undergo significant changes: mobile – 80%, desktop – 20%. At the same time, there is a growth in users of the Foxtrot.ua mobile application: Android platforms +46%, iOS – +12%.


As for the regional component, the largest increase in sales was traditionally demonstrated by the western region, where the most popular trend is to buy gifts for St. Nicholas Day and the Christmas and New Year holidays on Black Friday, as well as the central region.