In this survey of over 8,000 consumers from Europe and beyond, you’ll get a first-hand account of what shoppers expect from brands this Black Friday—and how you can capitalise on the biggest event on the retail calendar.
What started as an American sales phenomenon has become European retailers’ biggest selling opportunity. Our annual Black Friday in Europe survey is packed with data on the relationship between brands and consumers, including shopping behaviour, marketing misconceptions, and winning tactics.
Consumer economic outlook is cautious. Less than a third of consumers expect the job market, the political climate, the stock market, or interest rates to improve by the end of the year, and inflation is affecting current and/or future spending habits for the vast majority. Most consumers are spending more on essentials as the cost of goods and services continues to rise, while discretionary spending holds fairly steady.
Despite widespread financial vigilance, a healthy majority of consumers expect to spend the same amount or more on holiday shopping compared to last year. Nearly three-fourths of consumers plan to spend $250–2,500 (£188-£1,883), and most are actively seeking discounts and sales. Price is the top factor influencing consumer purchase decisions, with quality close behind—suggesting the name of the game for brands this holiday season is value.
Gen Z, for example, is most likely to increase their holiday spending this year compared to last. Older and partnered consumers spend more, on average, than younger and single consumers, and holiday spend also increases alongside income. Gen Z and higher-income consumers are both more likely than other demographics to purchase gifts in the jewellery & watches category this year, while Boomers and higher-income consumers are more likely than other demographics to purchase from the food & beverage category.
