Black Friday floods every category with discounts at once. Standing out becomes the whole game — and what decides a buyer's choice, faced with dozens of near-identical offers, is rarely the discount itself.
It is the reviews. Shoppers weight them close to a personal recommendation, and they provide the confidence needed to decide quickly. Which leaves brands with a specific problem: generating enough authentic reviews before the window opens.
Why Reviews Matter More During Black Friday
Reviews shape purchase decisions year-round, as we covered in our article on the benefits of ratings and reviews. What changes at Black Friday is the speed of the decision.
Buyers are choosing fast, across a crowded field, with limited time to research. That raises the weight of whatever signal is immediately visible on the product page. A strong review profile separates a product from its competitors; a thin or negative one costs the sale outright.
Some numbers
- Around 70% of European respondents say they actively look for reviews before buying, with consumer electronics the most researched category.
- Most read between five and ten reviews.
- More than 60% say they only trust companies rated at four stars or above.
Source: Roamler study.
Why Reviews Are Hard to Generate
The demand side is clear. The supply side is the problem. Only around half of European shoppers write reviews even occasionally, and the reason given most often is simply a lack of motivation.
The consequence is that roughly three products in ten ever receive a review at all. Everything else sits on shelf, digitally speaking, with nothing to reassure a hesitant buyer.
Younger millennials compound it. They are among the largest and most active Black Friday shopping groups, and among the most reluctant to leave feedback afterwards.
Generating Authentic Reviews With Our Community
We work with a community of thousands of shoppers across Europe, connected to our platform through our mobile app. That lets us profile the right audience to test a product or service, and put reviews on the platforms that matter within a defined timeframe.
Authenticity is the whole point. Real shoppers giving genuine opinions is what earns the trust of a prospective buyer — a review profile that reads as manufactured achieves the opposite. Whether a product is already listed or about to launch, we can have honest, accurate reviews in place by the time it reaches consumers.
Build Your Review Coverage Before the Season Starts
Our Ratings & Reviews solution collects authentic reviews on the platforms where your products are sold, at the pace a seasonal peak requires.
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