Nine out of ten Romanians plan their purchases during the Black Friday sales period, the percentage of those determined to buy increases by 5% in 2025, and the average budget is estimated at 2,046 lei, up 33% compared to 2024, according to a survey by a market research agency.
The "Black Friday Consumer Trends 2025" research, conducted by MKOR in October on a nationally representative sample of 1,000 respondents, shows a maturation of the market, where decisions are calculated, planned budgets are larger, and the shopping experience becomes hybrid.
"The significant reduction in impulse buyers is the strongest revelation of the survey. An overwhelming 93% of those who intend to make purchases prepare a list in advance, starting the process 3-4 weeks in advance. The main driver is the desire to purchase products from a personal wishlist at a better price (53%), followed by the pragmatism of buying Christmas gifts (31%)," the cited survey shows.
In 2025, the average basket has diversified dramatically, including products from 39 different categories, on average (+1 compared to 2024).
Although Electronics and Home Appliances remain at the top of the lists (49%), the rise of lifestyle categories is significant. Both Fashion items (42%) and Beauty & Care products (42%) almost double their presence in purchase intentions, signaling a clear transition towards lifestyle optimization, but also towards stocks, in a period of uncertainty and fiscal pressure.
The hybrid approach (online + offline) reached 39%, being propelled by Generation Z. "Contrary to the myth that they live exclusively digitally, 56% of young people between 18 and 28 years old intend to combine channels, using online for research and physical stores for the experience of testing products and for instant gratification", the cited survey also shows.
According to the survey, young people combine the shopping experience with socializing, an important component of life at this stage.
The main barrier to participating in Black Friday remains the lack of trust in the fairness of the offers (30% of non-buyers).
"This year's data confirms a maturation of the Romanian consumer. Black Friday is no longer a sprint, but a planning marathon that starts 3-4 weeks in advance. For retailers, this means that the battle is no longer fought only on price on the day of the sale, but on building relevance and trust weeks in advance. Whoever understands that they are selling to a strategist, not an impulsive hunter, will win in 2025," explained Cori Cimpoca, founder of MKOR, quoted in the press release.
However, for the massive segment of 28% of undecided consumers, the key to conversion is clear: the value of the discount. For them, a substantial discount would transform hesitation into a purchase. The research shows that the psychological threshold that separates a banal offer from a real opportunity is at an average discount of 54%.
The "Black Friday Consumer Trends 2025" survey is nationally representative, for the population aged between 18 and 55 (gender, age, geographical distribution criteria), and the margin of error is +/- 3.1%, at a confidence level of 95%.
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