Currently, 66.5% of adult Poles plan to make purchases during Black Friday. Last year, 64.1% of respondents declared the same. Today, 18.8% of Poles do not intend to take advantage of the annual deals—almost identical to last year’s 18.9%. Meanwhile, 14.7% of consumers remain undecided, slightly fewer than a year ago, when the figure was 17%. According to the study’s authors, Poles are becoming increasingly decisive in how they approach discounts, as they know exactly what they need.
According to research by UCE RESEARCH and Shopfully Poland, 66.5% of adult Poles intend to take advantage of Black Friday promotions in some form this year, compared to 64.1% last year.
“Looking at this year’s results overall, we can say that a large part of society plans to buy something during Black Friday, which is good news for the retail industry. A similar trend was visible last year. This annual shopping event has been attracting the attention of Poles for many years,” says Robert Biegaj, co-author of the study from Shopfully Poland.
The retail expert also notes that Poles’ approach to promotions depends on the product category. According to various market surveys, around 80–90% of consumers buy groceries on promotion. However, Black Friday is a different case. During the annual shopping event, people mainly buy clothing, footwear, perfumes and electronics—items that are not everyday necessities requiring constant savings. The consumer mechanism works entirely differently in both situations.
“Black Friday purchases tend to be more well-thought-out than everyday shopping because most consumers genuinely wait for them throughout the year. Therefore, these purchases are typically not impulsive,” adds Biegaj.
The study also shows that 18.8% of adult Poles do not plan to buy anything during Black Friday, compared to 18.9% last year.
“We see virtually no change. Some of the uninterested respondents are very cautious with their daily spending. The others simply do not need to buy during such events because they have larger budgets. They don’t have to pay attention to promotions which, in Poland, are not as attractive as those in the United States, where better opportunities are available. Here, retailers often offer lower-quality goods or end-of-collection items,” explains Biegaj.
This year, 14.7% of respondents remain undecided, compared to 17% a year ago.
“This group likely does not particularly wait for these types of sales. The drop from last year may suggest that fewer people are still hesitating about participating. In my view, this difference also reflects another trend: Poles increasingly understand their shopping needs and know exactly what they want to buy—especially during periods of widespread sales,” the Shopfully Poland expert concludes.
Description of the analytical/research method
The study was conducted on 6–8 November 2025 using the CAWI (Computer Assisted Web Interview) method by UCE RESEARCH and Shopfully Poland on a sample of 1,007 Poles aged 18–80.
Source: ceo.com.pl
