{"id":2433,"date":"2025-12-09T11:22:07","date_gmt":"2025-12-09T11:22:07","guid":{"rendered":"https:\/\/www.iforbes.cz\/?p=2433"},"modified":"2025-12-09T11:22:07","modified_gmt":"2025-12-09T11:22:07","slug":"rekordni-black-friday-prinesl-prodeje-v-miliardach-dolaru-ale-obsah-kosiku-se-zmensil","status":"publish","type":"post","link":"https:\/\/www.iforbes.cz\/index.php\/2025\/12\/09\/rekordni-black-friday-prinesl-prodeje-v-miliardach-dolaru-ale-obsah-kosiku-se-zmensil\/","title":{"rendered":"Rekordn\u00ed Black Friday p\u0159inesl prodeje v miliard\u00e1ch dolar\u016f, ale obsah ko\u0161\u00edk\u016f se zmen\u0161il"},"content":{"rendered":"\n<p><strong>Listopadov\u00fd n\u00e1kupn\u00ed \u0161\u00edlenstv\u00ed zn\u00e1m\u00e9 jako Black Friday op\u011bt uk\u00e1zalo svou s\u00edlu nejv\u011bt\u0161\u00ed ud\u00e1losti roku, ale tak\u00e9 pouk\u00e1zalo na zm\u011bnu spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed. Online nakupov\u00e1n\u00ed nahradilo typick\u00e9 dlouh\u00e9 st\u00e1n\u00ed p\u0159ed obchody a tla\u010denice, aby si z\u00e1kazn\u00edci zajistili, \u017ee z\u00edskaj\u00ed vybran\u00e9 zbo\u017e\u00ed. A\u010dkoliv tr\u017eby dos\u00e1hly rekordn\u00edch \u00farovn\u00ed, za \u00fasp\u011bchem nestoj\u00ed jen slevy \u2013 z\u00e1sadn\u00ed vliv m\u00e1 i ekonomick\u00e1 situace v st\u00e1tech.<\/strong><\/p>\n\n\n\n<p><strong>Meziro\u010dn\u00ed zpomalen\u00ed<\/strong><\/p>\n\n\n\n<p>Stejn\u011b jako ka\u017ed\u00fd rok se i letos ameri\u010dt\u00ed spot\u0159ebitel\u00e9 t\u011b\u0161ili na posledn\u00ed listopadov\u00e9 dny a na slevy, kter\u00e9 se sebou p\u0159in\u00e1\u0161ej\u00ed. B\u011bhem obdob\u00ed od \u010dtvrtka do pond\u011bl\u00ed (27. 11. \u2013 1. 12. 2025) dos\u00e1hly prodeje celkem 41,1 miliardy USD, co\u017e je meziro\u010dn\u00ed zm\u011bna o 7,7 %. Podle spole\u010dnosti Adobe Analytics v\u0161ak jde o zpomalen\u00ed, proto\u017ee v minul\u00e9m roce byly v\u00fddaje vy\u0161\u0161\u00ed o v\u00edce ne\u017e 8 %. Nav\u00edc celkov\u00e9 prodeje byly ni\u017e\u0161\u00ed ne\u017e odhady na \u00farovni t\u00e9m\u011b\u0159 44 miliard.<\/p>\n\n\n\n<p><strong>Tr\u017eby na historick\u00fdch maximech<\/strong><\/p>\n\n\n\n<p>Podle dat Adobe se b\u011bhem \u010cern\u00e9ho p\u00e1tku nejv\u00edce online n\u00e1kup\u016f uskute\u010dnilo mezi 10:00 a\u017e 14:00 tamn\u00edho \u010dasu, p\u0159i\u010dem\u017e ka\u017edou minutu se utratilo v\u00edce ne\u017e 12 milion\u016f USD. Ameri\u010dan\u00e9 jen b\u011bhem jednoho dne utratili rekordn\u00edch 11,8 miliardy USD, co\u017e p\u0159edstavovalo n\u00e1r\u016fst o 9,1 % oproti minul\u00e9mu roku. K tomu je t\u0159eba p\u0159i\u010d\u00edst v\u00edce ne\u017e 6 miliard USD utracen\u00fdch ve \u010dtvrtek b\u011bhem Dne d\u00edk\u016fvzd\u00e1n\u00ed. Na druh\u00e9 stran\u011b tu m\u00e1me i data firmy Salesforce, kter\u00e1 odhaduje, \u017ee v p\u00e1tek dos\u00e1hly tr\u017eby \u00farovn\u011b a\u017e 18 miliard USD. Je v\u0161ak t\u0159eba dodat, \u017ee jsou zde zahrnuty nap\u0159\u00edklad i potraviny. V glob\u00e1ln\u00edm m\u011b\u0159\u00edtku by podle Salesforce m\u011blo j\u00edt a\u017e o 79 miliard USD, zat\u00edmco e-commerce platforma Shopify zaznamenala glob\u00e1ln\u00ed tr\u017eby ve v\u00fd\u0161i 6,2 miliardy USD. Nejzaj\u00edmav\u011bj\u0161\u00edmi kategoriemi byly tradi\u010dn\u011b elektronika, hern\u00ed konzole, dom\u00e1c\u00ed spot\u0159ebi\u010de, hra\u010dky, oble\u010den\u00ed a kosmetika. N\u00e1kupy v\u0161ak nekon\u010d\u00ed \u010cern\u00fdm p\u00e1tkem a pokra\u010duj\u00ed cel\u00fd v\u00edkend a\u017e vyvrchol\u00ed v pond\u011bl\u00ed, kter\u00e9 se naz\u00fdv\u00e1 Cyber Monday. Siln\u00e9 tr\u017eby neobe\u0161ly ani tento den a dos\u00e1hly 14,25 miliardy USD.<\/p>\n\n\n\n<p><strong>Online dominuje, offline v&nbsp;pozad\u00ed<\/strong><\/p>\n\n\n\n<p>V posledn\u00edch letech se do pop\u0159ed\u00ed st\u00e1le v\u00edce dost\u00e1v\u00e1 online nakupov\u00e1n\u00ed a tr\u017eby z n\u011bj jsou \u010d\u00edm d\u00e1l \u010dast\u011bji vy\u0161\u0161\u00ed ne\u017e ty z kamenn\u00fdch prodejen. Podle Adobe tvo\u0159ily online tr\u017eby v\u00edce ne\u017e polovinu z celkov\u00fdch prodej\u016f. Jak uv\u00e1d\u00ed CBS News, data analytik\u016f z RetailNext uk\u00e1zala, \u017ee v p\u00e1tek klesla n\u00e1v\u0161t\u011bvnost fyzick\u00fdch obchod\u016f meziro\u010dn\u011b o 3,6 %, co\u017e je m\u00edrn\u011bj\u0161\u00ed ne\u017e 6% pokles b\u011bhem p\u0159edchoz\u00edch dn\u016f. Podle vyj\u00e1d\u0159en\u00ed RetailNext stoj\u00ed za poklesem zm\u011bna \u010dasu, kdy z\u00e1kazn\u00edci nakupuj\u00ed, jejich zp\u016fsob a c\u00edl. MasterCard SpendingPulse nav\u00edc vyk\u00e1zal v\u00edce ne\u017e 10% r\u016fst online prodej\u016f ve srovn\u00e1n\u00ed s necel\u00fdm 2% r\u016fstem offline obchod\u016f. Krom\u011b pohodl\u00ed pom\u00e1h\u00e1 e-shop\u016fm tak\u00e9 zav\u00e1d\u011bn\u00ed um\u011bl\u00e9 inteligence (AI), d\u00edky n\u00ed\u017e jsou n\u00e1kupy jednodu\u0161\u0161\u00ed a rychlej\u0161\u00ed. O jej\u00edm pozitivn\u00edm vlivu hovo\u0159\u00ed i Adobe, jeho\u017e v\u00fdsledky uk\u00e1zaly, \u017ee n\u00e1v\u0161t\u011bvnost str\u00e1nek vyu\u017e\u00edvaj\u00edc\u00edch AI meziro\u010dn\u011b vzrostla o 805 %, zat\u00edmco Salesforce uv\u00e1d\u00ed, \u017ee vyu\u017eit\u00ed model\u016f um\u011bl\u00e9 inteligence se pod\u00edlelo na glob\u00e1ln\u00edch tr\u017eb\u00e1ch a\u017e 14 miliardami USD. V pond\u011bl\u00ed n\u00e1v\u0161t\u011bvnost takov\u00fdch e-shop\u016f vzrostla o 670 %.<\/p>\n\n\n\n<p><strong>Ekonomick\u00e9 v\u00fdzvy brzd\u00ed utr\u00e1cen\u00ed<\/strong><\/p>\n\n\n\n<p>Na prvn\u00ed pohled by se mohlo zd\u00e1t, \u017ee si Ameri\u010dan\u00e9 mohou dovolit utr\u00e1cet v\u00edce, ale realita je o n\u011bco jin\u00e1. USA tr\u00e1p\u00ed n\u011bkolik ekonomick\u00fdch probl\u00e9m\u016f, jako je nezam\u011bstnanost, kter\u00e1 byla v z\u00e1\u0159\u00ed na \u010dty\u0159let\u00e9m maximu, n\u00edzk\u00e1 spot\u0159ebitelsk\u00e1 d\u016fv\u011bra, 3% ro\u010dn\u00ed m\u00edra inflace a o 7 % vy\u0161\u0161\u00ed ceny v obchodech. Tyto ukazatele jsou \u00fazce spojeny s celn\u00ed politikou. Na druhou stranu je t\u0159eba \u0159\u00edci, \u017ee mzdy z\u016fst\u00e1vaj\u00ed siln\u00e9. Podle Reuters byly slevy i letos vysok\u00e9, ale vy\u0161\u0161\u00ed cenovky sn\u00ed\u017eily jejich ,,efekt\u2018\u2018. Ameri\u010dan\u00e9 nakoupili m\u00e9n\u011b zbo\u017e\u00ed \u2013 o 2 % na transakci ve srovn\u00e1n\u00ed s rokem 2024 a tak\u00e9 po\u010det objedn\u00e1vek klesl o 1 %. Kombinace t\u011bchto faktor\u016f spolu se slevami vede k vy\u0161\u0161\u00edmu z\u00e1jmu o kr\u00e1tkodob\u00e9 p\u016fj\u010dky nebo mo\u017enost ,,kup te\u010f, pla\u0165 pozd\u011bji\u2018\u2018. Zaj\u00edmav\u00e9 bude sledovat i \u00fadaje v p\u0159\u00ed\u0161t\u00edm roce, po skon\u010den\u00ed sv\u00e1te\u010dn\u00ed sez\u00f3ny. N\u00e1rodn\u00ed maloobchodn\u00ed federace odhaduje, \u017ee b\u011bhem posledn\u00edch dvou m\u011bs\u00edc\u016f roku utrat\u00ed Ameri\u010dan\u00e9 a\u017e 1 bilion USD, co\u017e by v\u0161ak znamenalo zpomalen\u00ed. V roce 2024 bylo tempo r\u016fstu na \u00farovni 4,3 %, ale letos by to m\u011blo b\u00fdt 4,2 %.<\/p>\n\n\n\n<p><strong>Evropsk\u00fd \u010cern\u00fd p\u00e1tek nejen v&nbsp;p\u00e1tek<\/strong><\/p>\n\n\n\n<p>Zat\u00edmco v USA trv\u00e1 tento slevov\u00fd festival pouze p\u011bt dn\u00ed, v Evrop\u011b se prodejci sna\u017e\u00ed p\u0159il\u00e1kat z\u00e1kazn\u00edky mnohem d\u0159\u00edve, zv\u00fdhodn\u011bn\u00e9 ceny trvaj\u00ed d\u00e9le a plak\u00e1ty Black Friday st\u0159\u00eddaj\u00ed a\u017e ty v\u00e1no\u010dn\u00ed. Nap\u0159\u00edklad zna\u010dky Tommy Hilfiger, GUESS a dal\u0161\u00ed za\u010daly se slevami u\u017e na konci \u0159\u00edjna, stejn\u011b jako GAP, kter\u00fd nab\u00edz\u00ed zlevn\u011bn\u00e9 zbo\u017e\u00ed a\u017e do V\u00e1noc. B\u011bhem tohoto obdob\u00ed mus\u00ed zna\u010dky krom\u011b spr\u00e1vn\u00e9ho nastaven\u00ed strategi\u00ed a na\u010dasov\u00e1n\u00ed sledovat tak\u00e9 trendy, aby dok\u00e1zaly zlevnit ta spr\u00e1vn\u00e1 produkty. Podle firmy Retviews mezi n\u011b pat\u0159\u00ed nap\u0159\u00edklad pen\u011b\u017eenky, kabelky, d\u017e\u00edny a riflov\u00e9 bundy. V\u00fdprodeje se nav\u00edc net\u00fdkaj\u00ed pouze samotn\u00fdch prodejc\u016f \u2014 zv\u00fd\u0161en\u00e9 vyt\u00ed\u017een\u00ed zaznamen\u00e1vaj\u00ed tak\u00e9 doru\u010dovac\u00ed spole\u010dnosti. Nap\u0159\u00edklad n\u011bmeck\u00e1 DHL podle sv\u00e9 tiskov\u00e9 zpr\u00e1vy zpracovala b\u011bhem jednoho dne nejv\u00edce bal\u00edk\u016f v historii \u2014 12,4 milionu kus\u016f. Pro srovn\u00e1n\u00ed: v b\u011b\u017en\u00fd den DHL zpracuje jen 6,7 milionu z\u00e1silek.<\/p>\n\n\n\n<p><strong>Diana Fatikov\u00e1, analyti\u010dka <\/strong><a rel=\"noreferrer noopener\" href=\"https:\/\/www.investago.com\/cs\" target=\"_blank\"><strong>InvestaGo<\/strong><\/a><\/p>\n\n\n\n<p><em>Foto: AdobeStock<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Listopadov\u00fd n\u00e1kupn\u00ed \u0161\u00edlenstv\u00ed zn\u00e1m\u00e9 jako Black Friday op\u011bt uk\u00e1zalo svou s\u00edlu nejv\u011bt\u0161\u00ed ud\u00e1losti roku, ale tak\u00e9 pouk\u00e1zalo na zm\u011bnu spot\u0159ebitelsk\u00e9ho<\/p>\n","protected":false},"author":1,"featured_media":2434,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout"},"categories":[58],"tags":[350,116,118,379,190],"_links":{"self":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2433"}],"collection":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/comments?post=2433"}],"version-history":[{"count":1,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2433\/revisions"}],"predecessor-version":[{"id":2435,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2433\/revisions\/2435"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media\/2434"}],"wp:attachment":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media?parent=2433"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/categories?post=2433"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/tags?post=2433"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}