Irish consumers embrace strategic spending ahead of Black Friday at the end of November.
Irish shoppers are approaching the 2025 Black Friday sales (28 November) with a more calculated mindset, according to new research from eBay Ireland.
The study, conducted in partnership with Bounce Insights, highlights a shift toward intentional purchasing and pre-sale decluttering, with nearly half of respondents (44%) selling items before making new purchases.
“Consumers are thinking ahead, selling what they no longer need, and using the sales to make smart, intentional purchases”
The findings suggest a growing preference for a “one in, one out” approach, particularly among younger consumers. Among those aged 25 to 34, 61% reported selling or planning to sell items to fund their Black Friday buys. In contrast, older shoppers (aged 45 and above) are more likely to focus on creating space at home. Ulster emerged as the most enterprising region, with 52% of respondents selling to finance their shopping.
Black Friday spending strategies
“Black Friday in Ireland is evolving,” said Kieran Leahy, Senior Manager of Marketplace Growth at eBay Ireland. “Consumers are thinking ahead, selling what they no longer need, and using the sales to make smart, intentional purchases.”
The research also indicates a shift in spending habits. While 71% of respondents plan to shop this year—consistent with 2024—more are setting defined budgets. Thirty-nine percent intend to spend between €101 and €200, up from 31% last year, and 14% expect to spend over €201. The trend reflects a move away from impulse buying toward securing value on select items.
Despite this strategic approach, 55% of Irish consumers admit to regretting past Black Friday purchases, with impulse buying cited as the main reason by 51%. Leinster (excluding Dublin) recorded the highest rate of impulse regret at 57%. In response, shoppers are increasingly turning to resale platforms, with 35% in Munster reselling unwanted items and Connacht consumers more likely to regift or donate.
Ulster reported the highest level of purchase regret at 65%, but also led in efforts to repurpose or resell items. Seventy-seven percent of respondents agreed that Black Friday can encourage unnecessary purchases, underscoring the importance of platforms that support resale and decluttering.
“eBay Ireland is proud to support this shift,” Leahy added. “With tools that help people generate extra income and shop with confidence, we’re seeing a more empowered consumer base.”
The study, conducted between October 23 and October 28, 2025, surveyed 520 adults aged 18 to 55+, representative of the Irish population. eBay Ireland is offering its Money Back Guarantee on eligible items this Black Friday, aiming to provide added reassurance to buyers navigating the sales season.
Top image: Photo by CardMapr.nl on Unsplash
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