We spend record amounts during Black Friday sales, wage transparency is more than compliance

By: Trademagazin Date: 2025. 11. 14. 12:14

🎧 Hallgasd a cikket: Nyelv: Sebesség: 1.05×

Unlike previous years, Black Friday no longer consists of just one day in November, but consumers are bombarded with a series of promotions lasting several days or weeks. However, only 17% of Hungarian shoppers consciously prepare for Black Friday promotions, while 41% decide based on the range and discounts – according to PwC Hungary’s 2025 Christmas research. Online retailers, especially Temu, continue to grow stronger: digitally affine internet users may spend up to 175-220 billion forints during this year’s Black Friday, and a significant portion of Christmas gift shopping is already related to these promotions.

The magic of Black Friday has worn off

While previously most shoppers consciously prepared for the sales, this year only 17% of the almost 3,500 people surveyed by PwC said they specifically prepared for Black Friday. In contrast, 41% of those who decide to buy solely based on the offer and discounts. The change in the brand value of Black Friday (BF) to such an extent is the result of the fact that we can no longer speak of a specific sale or sale day, but rather of a very diverse interval: Black Friday is a period in which different retailers alternate sales for different periods and product ranges, so it is difficult for consumers to consciously follow when it is actually worth buying. In the great noise, therefore, each customer decides based on their own experience and preferences – some people start shopping before the Black Friday period, taking advantage of the very frequent mid-year sale periods this year, while others wait.

“As a result of the intense promotions of the past period, the proportion of those who do not necessarily optimize their purchases for the Black Friday period is very high. In other words, instead of conscious planning, impulsive, supply-driven purchases are increasingly becoming typical. Online and international platforms further strengthen this process, as global promotions and products become easily accessible to customers, and for global players the season starts earlier, in early November”
– pointed out Timár Szabolcs, PwC Hungary senior manager, professional leader of the research.

“Conscious shoppers are increasingly more likely to specifically filter the web stores they shop from, and the role of loyalty programs is also becoming more valuable – they are easier to reach, promotions can be communicated directly, and the offer is not lost in the noise”
– the expert highlighted.

A third of Christmas spending is spent during the Black Friday sales period

Black Friday is still primarily about personal shopping, but 40% of those planning to buy now also tie their Christmas gifts to these sales. Those who purchase some of their Christmas gifts during the Black Friday sales typically spend a third of their entire gift-giving budget during this time. 79% of online shoppers are planning Christmas gifts this year too – they are spending an average of 77 thousand forints on this, which means a national expenditure of more than 260 billion forints. This amount is the same as the plans measured at this time last year, while the number of people planning to give gifts has increased, but the average planned spending has decreased. 58% of families are planning to prepare a special Christmas menu, the expected average cost of which is 38 thousand forints, so households will spend an additional 85 billion forints on food and drink during the holiday season.