Research on Black Friday: What Greek Consumers Will Buy This Year
According to a Klarna survey of 1,000 consumers aged 18–77, Greek shoppers show strengthened buying intent for this year’s Black Friday. Key findings:
Overall participation
87.9% of respondents plan to make purchases during Black Friday.
Top product categories
Fashion and technology remain the most popular categories.
37.7% said they will buy clothing.
35.3% plan to buy technology products. (Last year technology held the top spot with 38.2%.)
Other purchase intentions
22.7% will use Black Friday deals to buy Christmas gifts.
20.3% plan to purchase home goods.
25.5% intend to shop but have not yet decided what they will buy (survey completed one week before Black Friday).
Online vs in-store
Online dominates: 58% of consumers said they will search for and buy products online.
Only 16.8% said they will search and purchase in physical stores.
Planned spending
31.1% intend to spend €101–€250.
26.3% plan to spend €51–€100.
19% expect to spend €251–€500.
Price scrutiny and budgeting
41.2% will check prices before Black Friday to verify that discounts are genuine.
34.3% will buy only what they can afford, indicating cautious budgeting during the sales period.
25.3% still question the authenticity of Black Friday discounts, a decline from 32% last year—showing reduced but persistent skepticism.
Payment methods
Debit card: 54.9%
Credit card: 19.9%
Cash: 18.9%
Flexible interest-free payment options (including Buy Now, Pay Later) are gaining traction: use of flexible payment methods increased by 28.89% compared with last year.
Source: Klarna survey of 1,000 Greek consumers (ages 18–77).
