Over 64% of Poles plan to “hunt” for deals during Black Friday

64.2% of Poles plan to make some purchases as part of the upcoming Black Friday. Last year 63.2% of respondents declared the same. Now 18.9% of people do not want to take advantage of the sales. The situation was similar last year – 18.3%. On the other hand, currently 16.9% of consumers are undecided. This is slightly less than last year – 18.5%. Moreover, it can be seen that “Black Friday” shopping is primarily planned by people aged 18-34 years. In this respect, virtually nothing has changed over the year. Clients most often going on sales are those who earn PLN 7,000-8,999 or PLN 5,000-6,999 net per month. Last year, Poles earning over PLN 9,000 or 7,000-8,999 net per month were dominating.

As it results from the survey conducted by UCE RESEARCH and the Offerista Group, this year 64.2% of Poles intend to take advantage of the shopping options available on Black Friday. Last year 63.2% declared the same. “A large number of Poles plan to make a purchase on Black Friday and this is good news for the retail industry. On the other hand, the increase in this percentage is almost invisible. Some market analyses show that many more people will take advantage of the annual promotions. However, in my opinion, sixty-something percent is a very realistic result, taking into account the behaviors of Poles and what we have been accustomed to by the domestic trade over the years” says Robert Biegaj, a retail industry expert and co-author of the survey from the Offerista Group.

There has long been the opinion in the market that Poles love promotions. “This is obviously true, but it looks completely different in various segments. According to recent research published, about 90% of consumers buy food on promotions. But Black Friday shopping is not the same. It mainly includes clothes, shoes, perfumes, and electronics, which are no longer essential products. They are usually more thoughtful and less impulsive than everyday shopping. It should also be noted that many consumers wait for these discounts throughout the year” adds Robert Biegaj.

The survey also shows that 18.9% of consumers do not intend to use the offers on Black Friday this year. Last year 18.3% of respondents claimed the same. “There are consumers for whom Black Friday does not impress. These can be people who have a larger daily budget and do not pay attention to such opportunities, which in Poland are rather not very attractive. Moreover, these are not discounts for the entire range. Usually, lower-quality goods, end-of-collection items, or single products or selected series that may not be from the upper shelf are offered. In the United States, where Black Friday was created, it looks completely different” explains the expert from the Offerista Group.

Meanwhile, 16.9% are still unable to determine whether they will take advantage of the opportunities mentioned above. Last year, 18.5% of respondents were undecided. “This group of people does not wait for such sales. They possibly shop spontaneously and without special emotions. On the other hand, the year-to-year difference may mean that some undecided people have become interested in Black Friday. In my feeling, this also shows that Poles are shopping in a less impulsive way” says Robert Biegaj.

Looking at the detailed results, it can be seen that women less often than men plan to participate in Black Friday (66.8% versus 61.8%). In 2023 it was similar (59.7% of women versus 66.9% of men). It is also known that people aged 18-34 will be the most active. It was the same a year ago. “Young people most often take part in actions that are strictly created and strongly created for them on the Internet, and Black Friday perfectly fits into this model. One should also remember that retail chains within this shopping holiday mainly promote products whose buyers are young and active consumers” emphasizes the expert.

Consumers from cities with a population of 200-499 thousand or from villages and towns with a population of up to 5 thousand will most often plan to use the above-mentioned opportunities. Earlier, this was about Poles from equally large cities and towns inhabited by 5-19 thousand people. Shopping as part of Black Friday is usually planned to be done by countrymen who earn PLN 7,000-8,999 or PLN 5,000-6,999 net per month, and also have higher or secondary education. Last year, mostly consumers with incomes exceeding PLN 9,000 or in the range of PLN 7,000-8,999 declared so. The level of education was identical.

“Analyzing the size of the places, one can see two different poles, but this is what trade in Poland looks like. Consumers from small and medium-sized towns also want to be trendy and they will also look for good opportunities, especially among branded goods, in order to stand out in their environment. Looking at the earnings, it can be noticed that the purchasing power is on the side of those people who earn around the national average or slightly above this threshold” summarizes Robert Biegaj.

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Description of the research method

The survey was carried out on November 6-7, 2024 using the CAWI (Computer Assisted Web Interview) method by UCE RESEARCH and the Offerista Group on a sample of 1,007 adult Poles aged 18-80.