Downloadable report

Black Friday 2023: insights from European shoppers and marketers

In this survey of over 5,000 consumers and marketing decision-makers, you’ll get a first-hand account of what consumers expect from brands this Black Friday—and how you can capitalise on the biggest event on the retail calendar.

Highlights from the 100+ revealing stats

What started as an American sales phenomenon has become European retailers’ biggest selling opportunity. The Black Friday in Europe 2023 survey is packed with data on the relationship between brands and consumers, including shopping behaviour, marketing misconceptions, and winning tactics.

Shoppers love an early sale

Giving VIP customers exclusive access to discounted products is a surefire way to boost demand—especially in European regions where early access isn't yet the norm.

Europeans are skipping the queue

Social media has become the most popular avenue for Black Friday purchases. Retail brands need to make sure their online buying experiences make it worth customers’ while to avoid the in-store sales rush.

Black Friday doesn't end in November

Brands are using more segmentation to cut through the noise and nurture relationships beyond Black Friday. Marketers need personalised and well-timed comms to encourage repeat purchases in the new year.

Learn more in the interactive report

Black Friday in Europe research report mockup.

More insights into European consumers' thoughts

say they’re likely to make an impulse purchase this year
have a preference on how long sales should last
want personalised recommendations
start making their BF list 1 month ahead

*Results based on 5,000 primary or secondary household shoppers across UK and mainland Europe.