The time has finally arrived this year for the Black Friday today Friday, November 29 and already many consumers have chosen which one products they will buy at a cheaper price on that particular day.

Recent research by Klarna (payment and shopping service supported by artificial intelligence) showed that the majority of Greek consumers (86.7%) intend to make purchases during the Black Friday sales.

In the survey, which was carried out in November 2024 in collaboration with the research company Appinio1,000 Greek consumers participated.

Technology items are the star of Black Friday

According to the results of the survey, technological products remain the main priority for Greek consumers, with 38.2% stating that they will invest in this category during this year’s Black Friday.

This is followed by clothes and shoes (33.7%), Christmas gifts (22.1%), home goods (19.1%) and beauty products (15.8%). Only 22.5% of respondents said they intend to shop on Black Friday but don’t know what they want to buy.

How much do Greek consumers intend to spend?

The majority of consumers (29.4%) plan to spend between €101-250, showing a balanced approach despite economic pressures, while 25.3% aim for purchases between €51-100. 18.9% intend to spend €251-500 and 8.9% €501-1,000.

Fewer consumers plan to spend between €1,001-2,000 (2%) or even more than €2,000 (1.2%). Finally, 7.2% of respondents state that they will spend less than €50. Black Friday remains an important consumer milestone, with Greeks investing significant sums despite economic pressure.

Online shopping dominates Black Friday
58.7% of consumers say they research and buy products online, reinforcing the shift to e-commerce. At the same time, 25% look for offers online, but complete their purchases in physical stores. On the contrary, only 12.7% remain loyal to traditional shopping exclusively in physical stores.

Consumers’ views on Black Friday

Greek consumers’ perceptions of Black Friday reveal a balance between expectations and reservations. 42.3% plan to compare prices to secure real discounts, 34.5% will only buy what they can afford, while 33.9% plan to only buy products they would buy anyway, but at lower prices. At the same time, 20.5% consider Black Friday a great opportunity for deals, 19.7% expect big discounts, while a remarkable 19.5% say they have avoided shopping recently, waiting for Black Friday’s lower prices.

However, consumers also appear wary: 32% doubt the authenticity of discounts, while 7.2% fear spending more than they planned.

“This year’s Klarna Black Friday survey reflects the change in the mindset of Greek consumers, who demonstrate a balance between taking advantage of offers and paying attention to how much they will spend. At Klarna we continue to support consumers with flexible payment solutions, such as interest-free installments, which ensure a seamless and secure shopping experience during Black Friday as well,” said Ilias Pitsavos, Head of Klarna Greece.

Tips from the Consumer Advocate for Black Friday

Advice to consumers during this year’s Black Friday and Cyber ​​Monday sales, Independent Authority gives “Consumer Advocate” and the European Consumer Center of Greece.

They mention the following:

Many stores show big discounts, without always being real. It is recommended to carefully check and compare product prices before and during the sale period. The evolution of prices over a period of several months can be easily done by consumers using relevant online tools.

It is good to choose stores not only based on low prices, but also on the basis of their good reputation and long-term presence in the market. The positive experiences and reviews of other consumers are also a parameter that can help in the final choice.

It is recommended to avoid transactions with online stores that operate exclusively through social networks, without having a physical headquarters at the same time and without disclosing full contact details (postal and electronic address, landline number), as well as registration number in the General Commercial Register (G.E .NON.).

Black Friday and Cyber ​​Monday are an opportunity for the astute to deceive unsuspecting consumers with a preference for online shopping. It is recommended that consumers visit secure store websites that begin with “https” (with an SSL certificate).

It is a good idea to avoid storing sensitive personal data, such as credit card numbers, on the websites of stores that consumers do not deal with often, and to make online purchases while connected to public Wi-Fi networks.

In some cases, the initial cost of a product can be significantly increased by adding additional charges to the shopping cart, such as shipping, cash on delivery and insurance. To avoid unpleasant surprises, we always check the total value of each purchase before completing the transaction.

Online email scams increase rapidly during the sales season. Consumers are advised to pay particular attention to commercial offers sent by email from strangers or with very attractive prices, as they may constitute phishing traps for sensitive personal information by opening malicious external links (links) or attached files.

Any sales event that promises low prices encourages overconsumption. We always try to focus on real needs and purchases that have absolute priority, making proper planning based on our budget.