In 2023, Romanians are approaching Black Friday with pragmatism, considering the period of economic fluctuations and uncertainties. According to the MKOR study “Black Friday Shopping in 2023,” 6 out of 10 Romanians plan to take advantage of discounts, showing a slight decrease compared to 2022.
Key findings from the study:
- 6 out of 10 Romanians intend to make purchases during Black Friday 2023, marking a slight decline compared to 2022.
- 8 out of 10 Romanians have a dedicated budget, a significant increase from just 20% in 2022.
- Compared to 2022, there has been a rise in interest in Fashion items (+14%).
The renewed study on Romanians’ Black Friday plans was conducted to observe the evolution of preferences compared to the previous year. Results indicate that while interest in Black Friday shopping remains relatively high, Romanians are adopting a more cautious approach in 2023, managing their allocated budget more prudently. All of this occurs against the backdrop of a general pessimism regarding the current economic situation.
Cori Cimpoca – MKOR Founder
The evolution of Romanians’ preferences for Black Friday, 2022-2023:
The percentage of Romanians intending to take advantage of Black Friday discounts this year has decreased by 5 percentage points compared to Black Friday 2022, dropping from 62% to 57%.
The most determined shoppers before Black Friday are individuals under 40 years old, women, those with moderate incomes, parents with young children, and those without children.
The majority create their shopping list 2-3 weeks before November 1st. However, Generation Z individuals and those without children are more spontaneous; 2 out of 10 prefer to decide at the moment what to buy.
8 out of 10 Romanians have a dedicated budget for Black Friday.
In the context of economic uncertainty, Romanians have become more meticulous in planning their budget for Black Friday shopping. 8 out of 10 Romanians state they have thought about how much they want to spend on this occasion, compared to only 20% in 2022.
The allocated amounts primarily depend on available financial resources and the prices of the products on the shopping list.
Conversely, 1 out of 5 shoppers rely on the option of paying in installments or other financial facilities, while 15% consider the already announced discount campaigns.
The Top Preferences: Electronics, Fashion, and IT&C
Electronics and appliances remain among the top preferences, although interest has decreased by 7% compared to 2022. Similarly, preferences for IT&C products have decreased from 34% in 2022 to 27% this year. Men show more interest in this category of products (32%).
On the other hand, fashion items (clothing, footwear, accessories, etc.) have seen an increased interest by 14% among shoppers, particularly sought after by Gen Z (64%) and women (58%).
Discounts are a purchasing motivator for 36% of Romanians.
The percentage of Romanians planning to take advantage of discounts this year has seen a decrease of 5 percentage points compared to 2022, dropping from 62% to 57%.
Romanian shoppers approach Black Friday with three main pragmatic motivations: acquiring desired products or services at better prices, finding overall deals, and purchasing gifts.
Obtaining desired products or services at better prices remains the primary reason why 6 out of 10 Romanians shop on Black Friday.
Moreover, the occasion is favored by 36% of those seeking discounts in general, not just on Black Friday.
Furthermore, November’s discounts serve as a good opportunity to buy gifts for Christmas or various other celebrations for 29% of the study’s respondents.
The online environment remains the favorite.
Online shopping remains the preferred choice for Black Friday, although 1 in 4 Romanians will opt for a mix between physical and online stores.
The online environment is the main search ground for most information regarding available Black Friday deals. Social media networks and mobile applications of stores are primary sources, while TV commercials serve as inspiration for one-third of shoppers.
Complete access: Download the report "Black Friday Shopping in 2023" – and discover our findings regarding consumers preferences
The Study Methodology
The data is extracted from the Black Friday Shopping study conducted by MKOR recurrently starting in 2022.
- Sample: nationally representative based on gender, age, and geographic distribution, N 2023=1000, N 2022=530
- Target: general population, ages 18-55
- Research Method: survey (CAWI)
- Research Instrument: questionnaire
- Approach: online, through MKOR’s proprietary panel
- Period: November 2022, November 2023
Media Coverage of the Study
The study on Black Friday Shopping 2023 has garnered significant attention from the Romanian press. Among the publications that covered this study are:
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