Irish Black Friday Trends 2025

Irish consumers continue to show strong interest in the Black Friday sales period, albeit many are spending the same or less than last year. Irish consumers are among the highest spending nation in Europe over the sales weekend.  Many shoppers are more selective in their shopping endeavours, focusing on specific items and better deals, driving more value-conscious spending. 

These are some of the key findings from PwC’s survey of shopping trends amongst Irish consumers over the upcoming 2025 Black Friday sales weekend, happening from this Friday, 28 November to Monday, 1 December, as compared to other European countries.  

The survey confirms that the Black Friday sales period this weekend remains popular: 62% of Irish respondents stated that they are likely or extremely likely to purchase at least one item over the sales weekend, slightly down from last year (64%).  

Indicating more cautious spending habits and less money available, 73% of Irish consumers are planning to spend the same or less compared to last year over the upcoming Black Friday sales weekend, compared with  64% last year.  The study reveals that, on average, Irish consumers plan to spend at least €283 over the sales weekend, compared to €329 last year, down 14%, but Ireland is still one of the highest spending nations amongst European countries surveyed (European average spend: €268).   

Despite economic pressures, 14% of Irish respondents confirmed that they will spend at least €500 over the sales weekend, down from 20% last year. 

Indicating greater value being sought, nearly a quarter (24%) of Irish consumers said that they started their Black Friday shopping planning before the beginning of November, up from 20% last year.    

Despite this, impulse buying remains prevalent: over a third (37%) of Irish consumers still shop on impulse, buying one or more items, higher than European peers surveyed (30%).  

Speaking about the survey results, John O’Loughlin, Partner, Retail & Consumer Practice, PwC Ireland, said: “The ongoing cost of living pressures, including high food prices, mean many Irish shoppers plan to spend the same or less during the Black Friday sales period.  Nonetheless, the sales weekend remains a critically important sales period with strong consumer interest apparent. Shoppers are increasingly seeking value, focusing on specific items and the best deals to maximise value for money in the run up to Christmas.” 

“Retailers must prioritise value and clear communication across all platforms to engage customers effectively. Delivering seamless omnichannel experiences—both online and in-store—and maintaining competitive pricing will be essential to winning customer loyalty in this peak trading period.” 

Christmas shopping is a major driver  

83% of Irish consumers report that they will use the Black Friday sales weekend to buy Christmas gifts (Europe: 78%).  Nearly a quarter (23%) report that they tend to buy more items and spend more on Christmas gifts during this period than they had initially planned, higher than European peers (18%).  

Online shopping dominates, but interest in the store continues  

The majority (64%) of Irish consumers favour online shopping with either home delivery (48%), or click and collect (16%).  Over a third (36%) favour in-store shopping, higher than average for European peers (33%), indicating that a keen interest in in-store shopping continues.    

Retailer and brand websites are the most popular places to search for deals.  The survey highlights that Irish shoppers use multiple sources to research and plan their shopping with both retailer (38%) and brand websites (29%) playing a crucial role to help customers find deals. The physical retailer store (28%) is also popular.  

The majority of Irish consumers are loyal to their brands with 87% saying they are likely or very likely to shop for the same brands as last year.  The vast majority will shop for themselves (79%) and for family members (72%). Electronics and technology items (38%) are the most popular products Irish consumers want to buy, followed by adult clothing, shoes and accessories (35%) and health and beauty (23%).    

In terms of payment methods, Irish consumers are less likely to pay on credit compared to European counterparts: nearly three out of ten (29%) Irish consumers seek ‘buy now, pay later’ credit services, much lower than amongst European counterparts (39%).  

Fewer returns but shopping frustrations persist 

Two-thirds (67%) of Irish respondents confirmed that they had none or fewer returns for previous Black Friday sales periods compared to other sales periods, down from 71% last year (European peers 2025: 63%).     

However, shopping frustrations persist, especially around stock shortages and busy stores. Irish consumers’ top dislikes about their Black Friday shopping experience are: lack of stock (25%, up from 22% last year), queuing/shops being too busy (20%) and not being sure of a genuine deal (19%).    

Sustainability high on the agenda 

Shopping sustainably remains high on the agenda for Irish consumers, although there are some indications that this may be becoming slightly less of a priority compared to last year.  For example, 34% of Irish consumers reported to only buy products they need (Ireland 2024: 38%); 26% said they try to avoid returns (Ireland 2024: 30%) and 17% avoid fast fashion (Ireland 2024: 19%).    

Ruth McNamee, Director, Retail & Consumer Practice, PwC Ireland, concluded: “Retail and consumer businesses that successfully adapt to the changing shopping needs and behaviours will be best positioned to build lasting customer loyalty in an increasingly competitive market.   Businesses that can foster deeper connections, retain consumer interest, and create meaningful, long-lasting engagement will be the winners.” 

Notes to the editor:

The survey was conducted amongst 2,000 Irish and 10,000 European consumers (France, Italy, Germany, Turkey and Ireland) in September/October 2025. The survey explored consumer behaviours, preferences, and expectations around Black Friday and Cyber Monday. The study garners valuable insights for retailers and brands preparing for what is a peak shopping season.