Consumers in Germany plan to spend more this year around Black Friday, according to a survey published on Monday by the digital association Bitkom. The survey found that 61 percent of respondents, more than last year, have a clear idea of how much they intend to spend. On average, consumers plan to spend 312 euros, which is roughly eleven percent higher than in 2024.
In the United States, Black Friday is the Friday following Thanksgiving, which falls on the fourth Thursday of November, and it marks the start of the holiday shopping season. Many retailers in Germany also offer discounts at this time. “On Black Friday and the following Cyber Week, hardly any retailer can afford to miss out,” explained Bitkom CEO Bernhard Rohleder.
According to the survey, more than half of consumers intend to take advantage of the reduced prices and hunt for bargains, primarily online. 69 percent plan to shop exclusively on the internet, 26 percent will also visit physical stores, and only four percent intend to shop exclusively in-store.
Most consumers describe their own shopping behavior as controlled: 45 percent said they intend to treat themselves to items they have wanted for some time and use the discounts for that purpose. An equal share plans to buy everyday necessities or make larger purchases, taking advantage of the lower prices.
Only 28% consider themselves impulse buyers, and 22% describe themselves as classic bargain hunters who actively seek the best deal, regardless of immediate need. One in three respondents also plans to use the discounted offers to purchase gifts.
“People use discount promotions deliberately, but are often tempted into spontaneous purchases by good offers,” Rohleder explained. “If you come across an unplanned bargain, it is advisable to compare the price again – online, an overview is just a few clicks away.”
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