”The Starcom study, conducted in two distinct phases, provides a comprehensive perspective on consumer behavior. The first phase, carried out before Black Friday, analyzed purchasing intentions, while the second phase, conducted after the event, revealed consumers' actual (self-reported) behavior and how their initial plans changed or remained the same," stated Mirela Enache, Media Research Specialist at Starcom Romania.
Consumers are planning more and becoming increasingly aware of the benefits of discounts
In the past two years, consumers have become more conscious of the advantages offered by Black Friday. Discounts are used to stock up, buy more expensive products, purchase gifts, or indulge in personal treats. More and more consumers are planning their purchases in advance, using this period to buy necessary items to replace older ones, gifts, or splurge on costlier acquisitions.
Currently, there is an upward trend in the number of consumers planning their Black Friday purchases and completing them during the event. On the other hand, the study shows a 5-percentage-point decrease in those convinced to buy during the event itself, signaling that decisions are becoming increasingly informed and calculated.
Sources of information preferred by Romanians in 2024
During Black Friday, purchasing decisions are heavily influenced by the type of content that reaches consumers. While Romanians still prefer offers promoted through contests, customer reviews, or traditional methods, their attention is increasingly drawn to daily posts, notifications, videos about deals, and detailed product reviews, which proved more effective in attracting interest.
The 2024 study confirms this trend, showing a preference for TV and online advertising, along with retailer websites and search engines. Additionally, social media platforms like Facebook play a significant role, while in-store interactions and price comparison sites remain essential for consumer information.
Preferred products during Black Friday 2024
Romanian consumers' Black Friday shopping carts reflect a balanced mix of utility and indulgence. Over 50% opted for essential products they needed, while 24% used discounts to replace existing household items. However, this period continues to be a chance for both spontaneous indulgent purchases and gift-giving.
Analyzing the conversion rates between product categories that reached consumers' carts and those purchased, we observe a diverse range of products. Romanians chose both high-value items like appliances and TVs, as well as fast-moving consumer goods.
Online vs. Offline shopping habits in 2024
Compared to 2022, consumers in 2023 and 2024 have adopted a more strategic approach, planning their purchases in advance.
23% of buyers use the tactic of adding multiple product options to ensure they don't miss any offers. On the other hand, some prefer a more spontaneous approach, exploring promotions without prior choices.
Exclusive online shopping remains preferred by 7 in 10 Romanians during Black Friday. However, in 2024, we observe a slight increase in interest for a combination of online and offline shopping, while traditional in-store shopping saw a slight decline.
Consumers favor online shopping due to time savings, larger discounts, and the ease of comparing prices across retailers. Physical stores remain attractive to those who value testing products before purchase, avoiding delivery costs, and enjoying instant gratification.
Customer satisfaction and potential for improvement
The average satisfaction score for Black Friday is 5.3 (out of 7), indicating that while consumers are generally satisfied, there is room for improvement. Compared to 2023, satisfaction levels increased by 7 percentage points, setting high expectations for Black Friday 2025, which already has an estimated average satisfaction score of 5.6 out of 7.
Planning for Christmas purchases
When it comes to Christmas shopping, Romanians are mindful of their budgets, often starting the process during Black Friday or even as early as October, spreading out their spending over a longer period.
