• The end of Black Friday impulsiveness: 9 out of 10 Romanians meticulously plan their shopping, with an average budget of 2046 RON.
Bucharest, October 29, 2025 – The image of the shopper chaotically browsing through Black Friday deals has become a myth. The latest study conducted by market research agency MKOR, "Black Friday Consumer Trends 2025", reveals the portrait of a consumer-strategist, who approaches the biggest shopping event of the year with meticulous planning.
research conducted in October 2025 on a nationally representative sample of 1000 respondents shows a maturation of the market, where decisions are calculated, planned budgets are larger, and the buying experience becomes hybrid.
Meticulous planning becomes the new normal
The significant reduction in impulse buyers is the study's strongest revelation. An overwhelming 93% of those planning to make purchases prepare a list in advance, starting the process 3-4 weeks in advance.
The main driver is the desire to purchase products from a wishlist personally at a better price (53%), followed by the pragmatism of buying Christmas gifts (31%).
From tech to lifestyle: the shopping cart reflects new priorities
The era when Black Friday was synonymous exclusively with technology and home appliances is over. In 2025, the average shopping cart diversified dramatically, including products from 3.9 different categories on average (+1 compared to 2024).
Although Electronics and Home Appliances remain at the top of the lists (49%), the rise of lifestyle categories is remarkable.
Both the articles Fashion (42%), as well as the products Beauty & Care (42%) almost double their presence in purchasing intentions, signaling a clear transition towards lifestyle optimization, but also towards stocks, in a period of uncertainty and fiscal pressure.
Generation Z is redefining itself: the rise of the hybrid consumer
If in past years online was the undisputed king, now we are witnessing an increase in the buyer omnichannel.
The hybrid approach (online + offline) reached 39%, driven by Generation Z. Contrary to the myth that they live exclusively digitally, 56% of young people between 18 and 28 years old intend to combine channels, using online for research and physical stores for the experience of testing products and for instant gratification.
Young people combine the shopping experience with socializing, an important component of life at this stage (socializing with friends is one of the main ways of relaxation for young people, as shown by other studies conducted by MKOR).
Trust is earned through real offers: what convinces the undecided
The main barrier to participating in Black Friday remains distrust in the fairness of the offers (30% of non-shoppers).
"This year's data confirms a maturation of the Romanian consumer. Black Friday is no longer a sprint, but a planning marathon that starts 3-4 weeks in advance. For retailers, this means that the battle is no longer fought only on price on the big day, but on building relevance and trust weeks in advance. Whoever understands that they are selling to a strategist, not an impulsive hunter, will win in 2025." – says Cori Cimpoca, Founder of MKOR.
However, for the massive 28% segment of undecided consumers, the key to conversion is clear: the value of the discount.
For them, a substantial discount would turn hesitation into purchase. The study shows that the psychological threshold that separates a trivial offer from a real opportunity is at an average discount of 54%.
Methodology
The data presented come from the study "Black Friday Consumer Trends 2025".
- Sample: N=1000 respondents
- Representativeness: national, for the population aged between 18 and 55 (gender, age, geographical distribution criteria)
- Collection method: Online, via MKOR Panel
- Collection period: October 2025
- Margin of error: +/- 3,1%, at a 95% confidence level
To ensure that the results accurately capture the socio-economic reality in Romania, MKOR followed ESOMAR standards and applied post-stratification weights. It weighted the sample to the latest INS data, according to ESOMAR standards, and the quality was checked automatically and manually based on 7 criteria (duplicate, straight-liners, time, consistency, etc.).
About MKOR
MKOR is an innovative market research agency, combining practical business experience, technical know-howMBA level and top expertise to provide an in-depth understanding of the business environment. In its activity, MKOR covers all types of research and offers increased flexibility to its clients, with the aim of understanding and delivering the most detailed market insights.
MKOR is developing a series of its own research projects, which you can explore for free on the agency's website.
Article and photo source: MKOR Press Release
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