Irish shoppers embrace Black Friday for Christmas deals

Irish consumers continue to show strong interest in Black Friday and Cyber Monday promotions. While 73% say they intend to spend the same as or less than last year (up from 64% last year), their average planned spend has decreased by 16% to €283.

This suggests although many shoppers remain engaged, they’re being more selective. Focusing on specific items and better deals is driving more value-conscious spending.

Christmas shopping is a major driver, with 83% of respondents using the sales to buy gifts – many purchasing up to half or more of their presents. Electronics (38%) and clothing (35%) top the list of desired categories, with most purchases intended for oneself or family.

Online shopping dominates, but omnichannel strategies remain essential with over 36% of consumers still planning to shop in-store. Retailer and brand websites are the most popular sources for deal discovery.

Sustainability is increasingly influencing behaviour. Aiming to avoid impulse purchases and reduce returns, 34% of consumers say they will only buy what they need.

While 67% expect to make fewer returns during the Black Friday shopping weekend, frustrations persist – especially around stock shortages and busy stores.

Key actions businesses can take today

1. Optimise for Christmas gifting.
Tailor promotions to Christmas shoppers, who are actively seeking value and planning ahead.

2. Strengthen your omnichannel presence.
Ensure seamless experiences across online and in-store channels to capture diverse shopping behaviours.

3. Promote sustainable choices.
Highlight eco-conscious products and messaging to align with growing consumer mindfulness.

4. Prepare for high traffic.
Invest in website stability, stock management and customer service to avoid common consumer frustrations.

5. Target deal-driven shoppers.
Focus on clear, compelling discounts – 50% off is the most attractive threshold for Irish consumers.

About this survey

PwC Ireland conducted an online survey of 2,000 Irish consumers between 18 September and 3 October 2025. 

The survey explored consumer behaviours, preferences, and expectations around Black Friday and Cyber Monday. Our findings offer valuable insights for retailers and brands preparing for the peak shopping season.

We're here to help you

If you’d like to discuss how these insights can inform your strategy or broader retail planning, our team is here to help. We can support you in:

• developing targeted campaigns
• enhancing customer experience
• driving sustainable growth.