Between enthusiasm, mistrust and the search for transparency: Black Friday 2025 is changing, as our latest Omnibus Ifop study reveals.
To shed some light on these changes, we asked Romain Gavache, Country Manager France, to talk about leDénicheur’s mission and new shopping reflexes.
Question 1: Could you introduce leDénicheur and remind us of its mission for consumers?
leDénicheur is a comprehensive, exhaustive and transparent price comparison service. Our aim is to make it easier for consumers to make the right decision, by listing all the offers available online for nearly a million products, particularly in the high-tech and household appliance sectors. In concrete terms, our users can find out whether they’re buying at the best price, whether more attractive offers are available elsewhere, or whether it’s better to wait for further likely price cuts.
Question 2: This year, 1 in 2 French people (50%) plan to take advantage of Black Friday, including 14% with a shopping list already defined. What does this level of intention tell you about the evolution of purchasing behavior?
The absolute proportion remains high, as Black Friday has become part of the shopping calendar for French buyers. At this time of year, many prices drop, and real savings can be made, provided you know how to find the real bargains in the midst of too many promotions that are not very or not at all competitive, and devoid of the exceptional character claimed by certain brands. This last point, which is also the consequence of the increasing number of promotional events throughout the year, may explain a certain weariness among some consumers and a decline in intentions compared to 2024.
“Our mission, particularly at these key sales moments, is to make buyers aware of the different mechanisms at play and to instill in them a systematic comparison reflex.”
Romain Gavache
Country Manager France
Question 3: Only 39% of French people say they trust the discounts displayed, and only 7% trust them completely. How does leDénicheur work to reinforce the transparency and credibility of promotions?
Our mission, particularly during the peak selling periods, is to make buyers aware of the various mechanisms at play, and to instill in them a reflex of systematic comparison. First and foremost, we recommend that they detach themselves from the amounts and percentages of reductions displayed, which are above all marketing arguments, sometimes exaggerated, and which do not reflect the real competitiveness of a promotion. You need to look at the final price offered, and compare it with other current and historic offers on the market. The adoption of this habit on the part of consumers, added to the reinforcement of the legal framework, could eventually lead to a change in practices on the seller’s side – already observed in several chains – and a certain renewal of confidence between buyers and e-tailers.
