Romanians seem to have become more cautious when it comes to shopping, especially during the Black Friday period. A survey conducted by Shopfully, the European leader in Drive to Store solutions, reveals that most people now choose to buy products that truly hold value, and planning a purchase has become more important than ever. Interest is growing in digital catalogs and in comparing offers weeks before the sales begin.
Nearly half of Romanians (47%) plan to take advantage of Black Friday to purchase usually expensive items, especially electronics and home appliances. At the same time, many are preparing for the holiday season, using the November discounts to buy Christmas gifts.
Forty-seven percent of respondents say they will buy items they need, while 32% will take advantage of the discounts to purchase desired products. Meanwhile, 22% say they will simply “browse the offers” to find discounts that catch their eye.
A moderate Black Friday budget: most to spend less than 1,000 lei
Over 60% of respondents say they will allocate a budget of no more than 1,000 lei for Black Friday purchases, while 35% admit they have not set a fixed amount. The most sought-after categories remain electronics and appliances (48%), followed by clothing (43%), footwear (29%), and furniture (22%). Cosmetics and perfumes attract 21% of respondents, while jewelry and sports goods interest 12% and 9% respectively.
Digital catalogs becoming the main source of information
More than 40% of respondents use catalog websites and apps to discover Black Friday discounts, nearly equal to those exploring deals directly on store websites (43%). Only 7% of Romanians say they do not research offers before Black Friday, while 23% find promotions through social media.
“The shift toward digital is no longer just a trend, it’s a reality. Consumers gather information from apps and compare prices well before discount day. For retailers, that
means competition based on transparency and relevance,” explains Cătălin Pațachia, Country Manager of Shopfully Romania.
Omnichannel behavior: balancing online and in-store shopping
Romanians continue to balance their shopping experiences: 43% say they will buy both online and in physical stores, while 29% prefer online only, and another 29% will shop exclusively in-store.
In addition, 32% of consumers report starting to compare prices one to two weeks before campaign launches, showing that planning plays an increasingly important role.
At the same time, 23% of respondents are not interested in Black Friday due to reduced purchasing power, 26% say they will pay closer attention to prices because of inflation, and 29% admit they don’t fully trust the advertised discounts. These findings confirm that transparency and honest communication from retailers are essential for maintaining consumer trust.
“Romanian consumers are increasingly informed and discerning. For them, Black Friday is no longer just about discounts, it’s about trust in brand promises. Retailers who provide clarity, consistency, and integrated experiences – both online and offline – are the ones who will earn customer loyalty,” adds Cătălin Pațachia, Country Manager of Shopfully Romania.
The study “Black Friday 2025 – Your Opinion Matters” was conducted by Shopfully, in October 2025. The goal was to understand shopping behavior, preferred information channels, and attitudes toward discount campaigns.