Saving money, searching online, hunting for deals – this is how Europe will shop in 2025

By: Trademagazin Date: 2025. 05. 27. 12:25

58% of European shoppers still don’t expect their purchasing power to improve – reveals a recent study by Shopfully conducted across eight European countries. The economic sentiment remains cautious, with purchasing decisions increasingly influenced by online information (82%) and promotions (90%). Two-thirds of Hungarian consumers actively hunt for deals – placing them among the most price-sensitive shoppers in Europe.

István Zsatkulák (Photo: Shopfully)

The majority of European consumers remain pessimistic about their purchasing power. According to the survey, 58% expect no improvement in their financial situation, while an additional 36% believe their purchasing power may improve, but they still feel compelled to save. The most pessimistic respondents are in France (71%), Hungary (64%), and Germany (63%). Despite falling inflation, economic uncertainty continues to weigh more heavily on consumer sentiment than positive macroeconomic indicators.

Value for money is the top priority for consumers. 70% of respondents cite quality and 65% cite price as their primary brand selection criteria. Hungarian shoppers are even more price-sensitive: 67% prioritise price over quality, which 62% still consider important.

Shoppers are more sensitive to promotions but spend less overall

“The study highlights a major shift in shopping habits toward awareness and frugality due to economic conditions. Promotions play a key role: nine out of ten Hungarian consumers say these significantly influence their decisions.”

– said István Zsatkulák, country manager at Shopfully Hungary and expert in digital flyer distribution.

More than half of European consumers (54%) are now more actively seeking discounts than a year ago, while 34% claim they shop more consciously overall. In Hungary, these figures are even higher: 66% of respondents pay closer attention to promotions, and 44% are spending less but more thoughtfully.

According to Shopfully, Hungarian consumers plan to cut back spending in several areas in 2025: 43% will spend less on home furnishings, 42% on electronics, 39% on clothing, and 37% on DIY products.

Digital presence has become the entry point to purchasing

The survey found that eight out of ten Hungarian shoppers (79%) search for information online before visiting a physical store. Among the most popular tools are digital catalogues, regularly used by 68% of respondents. This behaviour is known as ROPO (Research Online, Purchase Offline).

“Most people don’t even realise they’re following this pattern, yet the shopping process increasingly works this way. Retailers without a digital presence are simply falling behind – they won’t even enter the consumer’s consideration set, even if their store is across the street.”

– explained István Zsatkulák.

Hungarians lead Europe in self-checkout adoption

While retail technology is expanding – from chatbots and virtual fitting rooms to shopping assistants – European consumers remain slow to embrace it. Only 22% use such tools while shopping, and just 11% are open to trying them. The reason is simple: many don’t understand how these tools provide value.

“Hungarian figures may seem encouraging at first glance: 39% claim to use shopping technology. However, this figure is skewed by the exceptionally high 76% rate of self-checkout usage in Hungary, compared to the EU average of 69%.”

– said Shopfully’s expert, István Zsatkulák.

Consumer expectations are shaping the future of retail tech – the greatest impact is expected in price-driven areas. According to 67% of Hungarian respondents, the most valuable future solution will be one that helps identify the best offers in real time.

Personalisation is an opportunity – but trust remains a barrier

The survey found that 37% of Hungarian consumers believe store and online ads help them compare prices, and 36% use them to discover new products and offers.

However, personalised advertising still faces scepticism: despite its potential, acceptance remains low. 60% are wary of such content, most commonly citing the abundance of irrelevant ads (53%) as a concern.

The future is omnichannel

“The research confirms: the line between online and offline channels has permanently blurred. The real question is no longer where consumers shop, but how they make their decisions – and the first step is increasingly online.”

– concluded István Zsatkulák.

Shoppers are seeking a combination of efficiency and personal experience, making omnichannel strategies essential for retailers. Success lies in highlighting value for money, prioritising promotions, and rebuilding consumer trust through relevant personalisation.