The majority of purchases are expected to be made in the week leading up to or on the day of the event, with fashion remaining the most in-demand category.
“This year’s Black Friday scenario reveals a less thoughtful purchasing panorama among Portuguese consumers. According to the study, the majority of Portuguese (74%) plan to spend, on average, €311 during Black Friday, representing a 7% increase compared to the previous year’s purchase intention.” (290 euros),” blackfriday.pt reveals in a press release.
The value may be higher than expected, with 38% of potential buyers saying they intend to spend between €301 and €1,000 or more, and 25% planning to spend between €101 and €300.
Only 17% of consumers plan to spend less than 100 euros, and on the other hand, 24% are undecided how much they will spend, “a much higher figure than the 11% undecided last year.”
The study also reveals a shift in consumer purchasing preferences. Fashion (58%), which includes clothing, shoes and accessories, remains the most searched category, recording a significant increase compared to 2023, when it represented only 42% of purchase intentions. This is followed by home appliances (37%), smartphones (28%), beauty products, cosmetics and fragrances (24%) and, surprisingly, travel (23%), which appears for the first time in the five most in-demand categories.
According to Jerome Amodroz, CEO of… blackfriday.com.brHe added: “Home appliances have seen a significant increase in demand compared to last year, which may partly explain the growth in the average amount spent, as products in this category tend to be more expensive.”
This year, 74% of participants plan to take advantage of Black Friday sales, a slight increase from the previous year.
Currently, Black Friday is not limited to online shopping, and as a result, more than half of Portuguese consumers plan to shop in Portugal, either online or offline (52%) during the event. While 33% prefer to buy online, 14% choose physical stores. However, according to Jerome Amodroz, “Despite the interest of the majority of participants in both formats, it was possible to observe an increase in online formats and, on the other hand, a decrease in in-person formats.”
A majority (78%) view Black Friday and Cyber Monday as positive, representing a 6% increase compared to 2023. The main reason, cited by 70% of consumers, “is the perception that Black Friday is about saving money.” “.
