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Inflation and rising energy costs driving up product prices are the main factors influencing Western European consumers' purchasing decisions during this year's Black Friday and Cyber Monday. Only one in five customers declare that the aforementioned situations have not changed their shopping plans, with impulsive spending being replaced by thoughtful transactions.
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The report aims to show consumer sentiment during this year's Black Friday. The change in behaviour and the need to participate in the event also provides guidance for businesses on how to respond to these evolving market demands.
Krzysztof Badowski,
Managing Partner
Strategy& in Poland
Maciej Kroenke,
Partner and leader of the Revenue Managment team,
Strategy& in Poland
The recent difficult months have brought further changes in consumer behaviour - we buy less, often choosing substitutes for favourite brands in more economical ways. Traditionally, Poles like to take advantage of promotions and plan their purchases - for this reason they look forward to Black Friday, but they will also critically assess the attractiveness of offers. The first readings indicate that we can expect increases, compared to last year, also a difficult one - however, the upward struggle will not be trivial.
Such an environment requires good preparation from producers and retailers - good communication, effective inspiration, but also a sound selection of products and promotional mechanisms become the key to success at a festival of promotion. Research shows that we are buying more and more products not just for Christmas gifts, but for ourselves - this is the perfect opportunity for the retail to take care of this shopping mission.
Consumers' purchase interest during Black Friday / Cyber Monday [%]
Average planned spending during Black Friday / Cyber Monday [PLN]
Expected expenditure in 2023
Actual expenditure in 2022
Nearly two-thirds of Poles plan to take advantage of Black Friday with expected spending of around PLN 1,000 (€ 214)
- Interest is growing year on year and is approaching the European average. The expected value of purchases is also rising, although the increases are lower than inflationary readings.
- Compared to other European countries, Poles stand out with a high degree of awareness and are able to assess whether they are actually being offered an attractive deal.
For whom consumers buy products during Black Friday / Cyber Monday [%].
For yourself
For family
For friends
- During Black Friday, we often make purchases for ourselves and only secondarily for gifts.
- Buying for yourself is an important factor in the growth of volumes sold.
- Particularly with regard to Western European countries, we can expect the popularity of this shopping mission to increase further.
Planned shopping channels during Black Friday [%]
More than half of online purchases are made on a computer (56% in Poland and 54% in Western Europe) and more than a third on a phone (36% in Poland and 35% in Western Europe).
Poland
Western Europe
Poland
Western Europe
More than half of online purchases are made on a computer (56% in Poland and 54% in Western Europe) and more than a third on a phone (36% in Poland and 35% in Western Europe).
- Almost 40% of consumers in Poland plan their Black Friday shopping in stationary shops. In Europe, this percentage is lower with a stronger dominance of digital channels.
- Given the multi-channel sources of information about offers and the multi-channel purchasing model for selected products, a key element to boosting sales is good cooperation between all communication and sales channels.
The survey was conducted by PwC between 10-17 October 2023 among 2,000 consumers over 18 years of age from each of the following countries: Poland, France, Germany, Italy and Spain.
Black Friday and pre-Christmas sales: consumers in Poland are preparing their wallets
See the full report
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