One in seven Romanians has planned to spend over 5,000 lei for Black Friday 2025, 60 per cent more than two years ago, with small household appliances, clothes, televisions and mobile phones topping their preferences, according to a study conducted by Kantar Romania.
Black Friday remains among the most well-known events in Romania, with a popularity and awareness rate of over 90 per cent, the study shows. Of those familiar with this shopping event, more than half said they had planned purchases for this year's edition.
'Even though economic pressures remain high, we can see that interest in Black Friday continues at significant levels, and confidence in the event remains steady, with around 30 per cent of respondents expressing great or very great trust in it. Those aged 18 to 24, belonging to Generation Z, show the highest level of trust, at 50.4 per cent. For many Romanians, this continues to be the key moment of the year for major purchases,' said Catalina Stefanescu, Client Service at Kantar Romania, in a press release sent to AGERPRES on Wednesday.
The study data show that more and more consumers are turning towards online shopping, where the main e-commerce platform remains eMAG, considered by almost 50 per cent of those who have planned Black Friday purchases. In second place, with 26.6 per cent, is Altex, followed by Flanco, with 8.6 per cent.
According to the source, one in three potential Black Friday shoppers intends to spend more than 3,000 lei. At the same time, one in seven respondents plans purchases worth over 5,000 lei, this number having increased by 60.4 per cent compared to 2023. In this context, men who have budgeted more than 5,000 lei are nearly three times more numerous than women who have planned the same amount.
As for the product categories Romanians are targeting for the 2025 Black Friday edition, small household appliances rank first (39.2 per cent), with the highest level of interest among women, nearly half of whom have included them on their list. Televisions are second in popularity (29.5 per cent), followed by clothes (28 per cent), mobile phones (23 per cent), washing machines (17.1 per cent), fridges (16.1 per cent) and footwear (13.5 per cent).
Cosmetics also appear in the top ten and remain on this year's list, especially among young people aged 18 to 24 (18 per cent), as well as among women and Bucharest residents (14 per cent in both cases).
The study was carried out between 15 and 21 October 2025 on a nationally representative sample of 2,002 respondents aged between 18 and 65. The interviews were conducted using the CATI method, with a maximum margin of error of 2.2 per cent at a 95 per cent confidence level.
Kantar is a global leader in providing proven insights and brand and communication consultancy services, operating both globally and locally in more than 90 markets.
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