- Insights
Getting ready for Black Friday with online product reviews
Black Friday is one of the most critical shopping events of the year, a time when consumers are flooded with discounts and deals across every category. During this period, the ability to stand out from the crowd becomes a defining factor for success. But what truly influences a buyer’s decision when faced with countless options?
The answer is: online product reviews. Trusted as much as personal recommendations, reviews provide the confidence shoppers need to make swift decisions. However, as brands compete to earn customer trust and secure sales, the challenge of generating enough authentic reviews in time for Black Friday is considerable.
The importance of reviews, especially during Black Friday
Online reviews significantly impact consumer choices. Shoppers actively seek for reviews before making a purchase, with many valuing these insights just as much as the advice of family and friends.
Maintaining a positive online reputation is even more important during Black Friday: buyers must make quick decisions among a sea of discounts. During this period, customer reviews are therefore an even more important decision-making factor for potential buyers. Positive reviews can differentiate a product in a crowded market, while negative feedback may deter potential buyers.
💡 Some numbers
• On average around 70% of Europeans state to actively look for reviews before making a purchase, with consumer electronics topping the list for the most sought-after reviews.
• Most shoppers read between 5 and 10 reviews
• When it comes to assigning stars, more than 60% of shoppers state to only trust companies with at least 4 stars
* Roamler study
The challenge of generating reviews during Black Friday
Despite their undeniable importance, gathering online reviews remains a significant challenge for many businesses. Data shows that only around 50% of European shoppers write reviews “sometimes”, with the main reason being a lack of motivation (53%).
This low participation rate means that only about 3 out of 10 products ever receive an online review, leaving many items without the feedback needed to boost consumer confidence. Additionally, younger millennials, one of the largest and most tech-savvy consumer groups, are among the most reluctant to share their experiences —despite being one of the largest shopping demographics during Black Friday.
With such low engagement, businesses face an persistent struggle to generate enough reviews and make an impact, especially during critical sales events like Black Friday.
Activate the Roamler Crowd to generate authentic reviews
At Roamler we work with a Crowd of thousands of shoppers active throughout Europe who are constantly connected to our platform via our mobile app. This allows us to profile the most suitable target audience to test products and services and to ensure reviews are available on the most relevant platforms within established timeframes.
Authenticity is key to gaining the trust of potential new customers and to driving sales. Letting a Crowd of real shoppers share authentic opinions is crucial to winning more consumers and challenging competitors. Whether a product is already on the shelves or about to be launched, at Roamler we have significant experience in letting our Crowd test products and produce accurate and unbiased reviews by the time they are available to consumers.