While Black Friday remains popular among consumers, businesses urge that shopping with Irish retailers helps deliver a more sustainable Christmas.
Irish consumers are preparing to open their wallets for Black Friday, even as household budgets tighten.
A new survey from PwC shows that shoppers here remain among Europe’s most generous, planning to spend an average of €283 over the sales weekend. That figure is down 14% from last year’s €329, but still above the European average of €268. 14% of respondents expect to spend at least €500.
“Delivering seamless omnichannel experiences and maintaining competitive pricing will be essential to winning customer loyalty”
The findings underscore the enduring appeal of the discount-driven shopping event, which runs from Friday through Monday.
62% of Irish consumers say they are likely to buy at least one item, with Christmas shopping the main driver. 83% will use the weekend to purchase gifts, and nearly a quarter admit they tend to buy more than planned once the sales begin.
‘Tis the season for a critical sales event
“Despite economic pressures, the sales weekend remains a critically important trading period,” said John O’Loughlin, Partner at PwC Ireland. “Shoppers are increasingly seeking value, focusing on specific items and the best deals to maximise value for money in the run-up to Christmas.”
Electronics and technology top the shopping list, followed by clothing and beauty products. While online channels dominate, with 64% favouring home delivery or click-and-collect, in-store shopping still appeals to 36% of respondents – higher than the European average. Retailer and brand websites remain the most popular sources for deal-hunting, but physical stores continue to play a role in shaping consumer decisions.
Impulse buying is alive and well. 37% of Irish consumers admit to making unplanned purchases during Black Friday, compared with 30% across Europe. Yet the survey also points to a more deliberate approach: nearly a quarter of shoppers began planning their purchases before November, up from 20% last year.
Cost-of-living pressures are evident. 73% of respondents say they will spend the same or less than last year, compared with 64% in 2024. High food prices and energy costs are weighing on discretionary spending, but PwC notes that Irish consumers remain loyal to their favourite brands, with 87% likely to buy from the same names as last year.
Retailers face a familiar set of challenges. Stock shortages top the list of frustrations, cited by 25% of shoppers, followed by crowded stores and uncertainty over whether deals are genuine. Returns are less of an issue: two-thirds of consumers report none or fewer returns compared with other sales periods.
Be green by buying green
Alongside the hunt for bargains, sustainability is shaping consumer behaviour. Digital Business Ireland (DBI) has launched its “Click Green, Shop Clean” campaign, urging shoppers to choose Irish-based retailers during Cyber Week and beyond. The initiative highlights that many international distance sellers fail to contribute to Ireland’s recycling schemes, leaving domestic retailers to shoulder compliance costs.
“When you choose an Irish retailer online, you support businesses that contribute to Ireland’s circular economy,” said Victor Timon, vice-chair of DBI. “Sadly, some distance sellers are not subject to the same high standards.”
The campaign draws on polling by Amárach showing strong consumer concern over sustainability. Six in ten respondents say they are less likely to buy from retailers that do not participate in Ireland’s extended producer responsibility schemes, rising to seven in ten among those over 55.
DBI argues that introducing measures such as a Pay-on-Behalf model – requiring platforms to register and pay recycling fees for sellers – would create a level playing field and prevent compliant Irish retailers from bearing the cost of waste management.
The push for greener shopping comes as EU regulators warn of unsafe products entering the bloc from outside Europe. Commissioner Michael McGrath recently described the influx of non-compliant goods as “dangerous,” adding urgency to calls for tighter oversight of cross-border e-commerce.
For retailers, the message is clear: value and sustainability will define success this season. “Delivering seamless omnichannel experiences and maintaining competitive pricing will be essential to winning customer loyalty,” said O’Loughlin.
Ruth McNamee, director at PwC Ireland, added that businesses able to “foster deeper connections and create meaningful, long-lasting engagement” will be best positioned to thrive.”
Top image: Jean Noonan, Assistant Lecturer at Technological University Dublin; Victor Timon, vice-chair of Digital Business Ireland; and Katey McElroy, account lead, TikTok Shop
-
Bank of Ireland is welcoming new customers every day – funding investments, working capital and expansions across multiple sectors. To learn more, click here
-
For support in challenging times, click here
-
Listen to the ThinkBusiness Podcast for business insights and inspiration. All episodes are here. You can also listen to the Podcast on:
-
Spotify
-
SoundCloud
-
Apple
