The average budget of Portuguese consumers for Black Friday is expected to rise by 19% in 2025, according to a study released by BlackFriday.pt on Wednesday. The study reveals that consumers will spend an average of 385 euros, with increased prudence, critical thinking, and a focus on Black Week.
BlackFriday.pt, an international startup dedicated to Black Friday and Cyber Monday promotions in Portugal, has unveiled the results of its annual study on the shopping behaviors of Portuguese consumers. The study indicates a 19% increase in the average budget, from 311 euros in 2024 to 385 euros in 2025, signifying a return to more expressive yet selective consumption, according to a statement sent to newsrooms.
Despite the budget increase, “the study shows that consumers are more cautious and critical of the event“.
“There is a decline in purchase intentions across almost all categories, particularly in Fashion (dropping from 58% to 54%) and Appliances (from 37% to 33%), traditionally the most sought-after segments, indicating a more considered approach. The only category showing growth is Toys (increasing from 12% to 14%), suggesting anticipation of Christmas purchases,” the statement reveals.
Moreover, “the analysis also shows a strong concentration of purchases during Black Week (38.4%), gaining ground over Black November, whose relevance has dropped by 12%. Meanwhile, the traditional Black Friday day remains stable, with 20% of purchase intentions.”
Black Friday takes place on November 28, with many customers using this period to anticipate Christmas shopping or make long-desired purchases at more attractive prices. Follow DECO PROteste’s tips.
“The Portuguese consumer is now more informed and demanding. The perception of unreal promotions has led to more careful choices, reflected in the increased average expenses while reducing impulse buys,” states Jérôme Amoudruz, CEO of BlackFriday.pt, as cited in the same statement.
Notably, the study “confirms that most purchases continue to happen in Portugal (98%), with 36% of consumers open to buying abroad, especially in physical stores (24%).”
“Regarding communication and purchasing channels, email strengthens its role as the main source of information (62.7%), whereas e-commerce sites retreat to 17.2% and WhatsApp remains stable at 19.1%. Facebook loses relevance, decreasing by four percentage points compared to 2024,” it states.
Additionally, another highlighted trend is the increasing use of Artificial Intelligence (AI) in the purchasing process, as “almost half (44.6%) use AI tools to compare prices, seek information, or clarify product doubts, although most maintain a moderate level of trust (41%).”
Finally, “the study also shows a slight decrease in positive attitudes towards Black Friday (73.6%, -4%), accompanied by an increase in negative opinions (+4%), mainly due to the perception of ‘false promotions’. Nonetheless, the event continues to be widely viewed favorably by the majority of Portuguese consumers.”
