Black Friday is one of the most anticipated shopping events in Romania, and 57% of Romanians intend to make purchases in 2024. The estimated total budget reaches 1.2 billion euros, according to a study.
5.5 million Romanians want to buy at least one product on Black Friday Photo: Archive
The study “Black Friday 2024 vs 2023 trends” is made by MKOR research agency and captures how purchase intentions evolve and how shoppers prepare for Black Friday. It also tracks how the wish list and purchasing preferences change from year to year.
According to the results of the study, approximately 5.5 million Romanians intend to shop on Black Friday in November 2024. Another nearly 3 million Romanians are undecided, but may be attracted mainly by the discounts offered. Expect especially half off prices. Seven out of 10 Romanians directly follow retailers’ communication for Black Friday offers.
Active Black Friday shoppers
There is also a stable consumption pattern for Black Friday. Romanians are organized and plan their shopping on average a month before the event. Eight out of 10 Romanians have already determined the amounts they will spend, taking into account mainly their disposable income (67%), but also what they have on their wish list (34%).
Active buyers on Black Friday are young people from generations Z (18-27 years old) and Millennials (28-43 years old), as well as people with monthly incomes over 6,000 lei, according to the study. The segment of undecideds (31%), which includes mainly people over 44 and with low incomes (under 3,000 lei), can be attracted by big offers on products and services of interest to them.
Although the preference for online shopping decreases slightly compared to last year (-5% compared to 2023), it remains the main purchase channel.
The most wanted products during the discount period
On Black Friday, Romanian consumers focus their attention on electronics and household appliances, fashion and IT&C.
Electronics and household appliances remain the constant market leader, being in the top of preferences for 58% of Romanians.
The most sought-after Black Friday products Photo: MKOR Study
According to the results of the study, many consider Black Friday a good opportunity to buy gifts for Christmas (23%) or for birthdays (14%).
A quarter of respondents want sufficient stocks for Black Friday. This aspect is especially important for those with high incomes, concerned about the availability of the desired products above the average of the sample.
“The data shows us that Black Friday continues to be an important moment, and consumers are becoming more selective and more skeptical of the displayed discounts. Although it remains one of the most anticipated commercial events, with important budgets invested, we see that the market is maturing and we are on the right track. Retailers have the opportunity to align with consumer expectations and offer substantial discounts, which meet the increasingly pragmatic expectations of Romanian consumers“, says Cori Cimpoca, founder of MKOR.
The “Black Friday Trends 2024 vs 2023” study was carried out in October, on a sample of 1,000 respondents, nationally representative by gender, age (18-55 years) and geographical distribution, based on the latest INS data.
MKOR is a market research agency that covers all types of research and offers increased flexibility to its clients in order to understand and deliver the most detailed market insights.
