Four days remain until the official start of the season known as Black Friday. The event falls on the fourth Friday of November, this year November 24. Many brands have already begun promoting discounts and some extend deals through the week or into early November to boost end of year sales and clear expenses. All signs point to a stronger year than last one for retailers and shoppers alike.
A recent survey by financial comparator Banqmi shows that 68.9 percent of Spaniards plan to shop on Black Friday, up 7.5 percentage points from last year. This share even surpasses the peak seen in 2021, when 66.9 percent were planning purchases. The rise comes partly from 10.5 percent of respondents who did not shop last year but intend to this year, while only 5.4 percent who shopped in 2022 say they will skip this year.
Per capita budgets for Black Friday shopping also rise, with people in Spain planning to spend about 131.23 euros this year, up from 123.5 euros in 2022. The figure mirrors levels seen in 2021 and remains below pre-pandemic years: 138.50 euros in 2019 and 139.09 euros in 2018. Financial experts from Banqmi note that even amid a cautious eurozone economy, consumer optimism persists in the short term. The rising cost of living drives consumers to seek better offers on key dates like Black Friday and the broader Sale period.
How Spaniards pay for shopping on Black Friday
The survey highlights an imbalance between inflation and wages that shapes financing decisions. Credit card financing during Black Friday attracts 28 percent of votes, rising from 23.4 percent in four years. The increase reflects a trend seen since 2020. Last year’s rise was more modest, up 0.5 points from 2022 to 27.5 percent.
The biggest concern is how this financing is used. More than half of those financing purchases with a credit card report paying a fixed monthly fee, which can erode spending discipline and tempt higher installments if very small monthly payments are chosen. Banqmi’s spokesperson notes that delaying payment by a few days without interest and maintaining debt control is a wiser approach, while some banks encourage longer installment plans. About 16.4 percent prefer to spread payments over additional months.
Despite these options, most shoppers prefer to pay from current monthly income. This preference has grown slightly over four years and now sits around 54.7 percent, with a small increase from last year. Only a small share, around 10.4 percent, rely on savings to fund purchases, a rate that has trended downward since 2020.
What products top the list for purchase during Black Friday
As in past years, fashion and accessories lead the shopping cart. Spaniards continue to expect to buy these items during Black Friday, with a notable uptick this year. About 73.1 percent of respondents indicated they will purchase fashion and accessories, up from 69.5 percent last year. The share spending on computers and electronics also rises, with 49.3 percent planning to allocate funds here, a jump of 7.2 points from the previous year.
Experts note that promotions from fashion and electronics retailers are particularly influential, offering enticing deals and simplifying gift planning for the holidays. The sector also hints at a broader recovery in travel spending, which climbed to 9.6 percent this year from 7.5 percent in 2022 and 9.1 percent in 2021. Travel spending dipped during the pandemic and has been gradually recovering since then.
Black Friday consumer profile: a shifting age dynamic
Gender and purchasing channels show stable patterns: roughly 56.5 percent of intended buyers are women and 43.5 percent are men. Online shopping remains more popular than in-store purchases, with 42.4 percent planning to buy online, 18.1 percent in physical stores, and 39.5 percent using a mix of both channels.
The age profile shows a notable shift. Buyers aged 46 and older predict higher purchase activity this year, with 35.8 percent asserting they will buy during Black Friday, up 4.4 points from last year. Analysts note that while younger shoppers have traditionally driven Black Friday trends, older generations are increasingly joining in to seek savings, reflecting a broader appeal of the shopping season across demographics.
These insights align with a broader push from retailers to offer attractive savings across fashion, electronics, and travel. For North American shoppers, translating these trends means scanning for spread-out promotions, using clear budgeting, and prioritizing purchases that maximize value without overextending finances. The season remains a moment to compare deals, consider long-term benefits, and make thoughtful choices that blend price with necessity.