Black Friday: What Greek consumers will buy this year – How much they will spend

A series of surveys records what Greeks will buy this year during Black Friday, as consumers—burdened by high prices—try to cover essential needs during discount periods. At the same time, the penetration of digital shopping is significant, since Cyber Monday follows Black Friday, while many offers extend throughout the weekend.

According to Klarna’s survey on consumer intentions, 58% of Greeks will shop online. Specifically, Klarna, an international digital bank and provider of flexible payment solutions, released the latest results of its annual survey conducted in collaboration with the research company Appinio, focusing on Greek consumer purchasing trends ahead of Black Friday.

The survey was conducted in November 2025 on a sample of 1,000 consumers aged 18–77. According to the findings, 87.9% of respondents stated they will shop during the Black Friday period, mainly purchasing fashion and technology products. More specifically, 37.7% said they will buy clothing, while 35.3% plan to invest in tech products—a result that was expected, as both fashion and technology topped the list last year as well, even though the technology category previously held a slightly higher percentage (38.2%). A large portion of consumers will take advantage of Black Friday discounts to buy Christmas gifts (22.7%), while 20.3% will buy home goods. Additionally, 25.5% plan to shop but have not yet decided what to buy (the survey was completed one week before Black Friday).

Digital shopping

The shift of consumers toward e-commerce is reinforced during Black Friday. Almost 6 in 10 consumers said they will search for and purchase products online (58%), a choice that leads across all age groups. Only 16.8% will search for products and purchase them in-store.

How much they plan to spend

31.1% intend to spend €101–250

26.3% will spend €51–100

19% will spend €251–500

Notably, 41.2% said they will check prices before Black Friday to ensure the discounts are real, while 34.3% will buy only what they can afford—showing that Greek consumers are highly budget-conscious during this discount period. Moreover, 25.3% remain skeptical of Black Friday’s authenticity, a slight decrease from last year’s 32%, indicating consumers are still cautious but somewhat less distrustful of the offers.

How they will pay

Consumers will choose to pay with:

Debit card – 54.9%

Credit card – 19.9%

Cash – 18.9%

Flexible, interest-free payment options (including Buy Now, Pay Later) continue to rise, with adoption increasing 28.89% compared to last year. This shift reflects a growing preference for Klarna’s interest-free solutions, which allow consumers to pay in 3 installments, within 30 days, or settle the full amount immediately. These services help shoppers take advantage of Black Friday deals with greater flexibility.

2024 Trends

Based on Public’s 2024 consumer data, there is a strong shift toward mobile shopping, which now represents 8 out of 10 online transactions. Top purchases included smartphones, televisions, smart home devices, and popular gaming products, while installation services also saw strong demand—proving that Black Friday is evolving into a more holistic shopping experience combining technology, convenience, and entertainment.

Consumer profile

According to Public’s 2024 Black Friday data, thousands of men and women across Greece shopped, with gender distribution remaining balanced. The 35–54 age group dominated again as the most active consumer group. Younger, tech-savvy generations showed notable growth, accelerating the shift toward online and mobile shopping. Mobile purchases reached a new record of 84% of all online sales. Purchases via computer declined slightly, continuing the trend from 2023.

The geography of Black Friday

The three largest cities—Athens, Thessaloniki, and Patras—led in mobile shopping, with Athens standing out by representing 77% of all phone-based purchases. High interest was also recorded in major regional cities such as Heraklion, Larissa, Ioannina, and Volos, highlighting the nationwide reach of Black Friday and the shift toward fast, accessible purchasing methods.

Technology in the spotlight: TVs and smartphones dominate

In the tech category, smartphones and mobile accessories remained top choices, with Xiaomi, Apple, and Samsung leading.

There was a marked increase in sales of 55”–65” televisions, showing consumers’ desire to upgrade their home entertainment with high-resolution, modern displays. Samsung, LG, and Kydos TVs were among the top picks.

Smart home, smart choices: Rise in home appliances

High demand was also recorded for: washing machines and dryers (Bosch, Midea, Tesla), robot and stick vacuums (Xiaomi, Dyson, Rohnson), and air conditioners (Omnys, Midea, Toyotomi). Demand for installation/uninstallation services also rose, confirming that consumers now seek complete, convenient solutions.

Entertainment without limits

Gaming continued to dominate entertainment categories. Public reported top-selling gaming software: EA FC 25, Spiderman 2, Ghost of Tsushima. Physical toys also saw strong sales as many consumers used Black Friday to buy Christmas presents.

Top 4 toys of the year

Panini – FIFA 365 2025 Adrenalyn Cards

Lego Friends – Dog Rescue Van

Μαθαίνω & Δημιουργώ – Pen Studio

Plexi – Flexi

This variety shows that families and children remain a key demographic during Black Friday, with increasing interest in creative and collectible toy brands.