--- title: "Black Friday 2025: Italians' expectations and purchasing habits" description: Discover Italian consumer expectations and shopping habits for Black Friday 2025, highlighting key trends and challenges for e-commerce businesses based on UNGUESS survey data. image: https://blog.unguess.io/hubfs/pexels-karolina-grabowska-5632386-1.jpg --- [![Vai alla homepage di UNGUESS](https://blog.unguess.io/hubfs/Imported%20images/unguess-logo.svg)](https://unguess.io/it) - PRODUCTS BY INDUSTRY - [Retail & Ecommerce](https://unguess.io/services/industry/retail-ecommerce/) - [Fast-Moving Consumer Goods](https://unguess.io/services/industry/fast-moving-consumer-goods/) - [Banking, Insurance & Financial Services](https://unguess.io/services/industry/banking-insurance-financial-services/) - [Travel & Hospitality](https://unguess.io/services/industry/travel-hospitality/) - [Utilities](https://unguess.io/services/industry/utilities/) - [Healthcare](https://unguess.io/services/industry/healthcare/) - [Media & Entertainment](https://unguess.io/services/industry/media-entertainment/) - [Automotive](https://unguess.io/services/industry/automotive/) - PRODUCTS BY USE CASE - [Ai Training](https://unguess.io/services/ai-training-testing/) - [User Experience](https://unguess.io/services/use-case/user-experience/) - [Software Quality](https://unguess.io/services/use-case/software-quality/) - [Cyber Security](https://unguess.io/services/use-case/cyber-security/) - [Accessibility](https://unguess.io/services/accessibility/) - [HOW IT WORKS](https://unguess.io/how-it-works/) - [OUR CROWD](https://unguess.io/our-crowd/) - COMPANY - [About us](https://unguess.io/about-us) - [Life at UNGUESS](https://unguess.io/life-at-unguess/) - [Partners](https://unguess.io/unguess-partners/) - [SHOWCASES](https://unguess.io/showcases/) - [Case Study](https://unguess.io/showcases/all-showcases/?jsf=jet-engine:shocase-listing-grid&tax=resource-category:76/#readmore) - [Unguess Challenges](https://unguess.io/showcases/all-showcases/?jsf=jet-engine:shocase-listing-grid&tax=resource-category:74/#readmore) - [White Paper](https://unguess.io/showcases/all-showcases/?jsf=jet-engine:shocase-listing-grid&tax=resource-category:75/#readmore) - [BLOG](https://blog.unguess.io) - - - - - [PRODUCTS](https://unguess.io/services/) - BY INDUSTRY - [Retail & Ecommerce](https://unguess.io/services/industry/retail-ecommerce/) - [Fast-Moving Consumer Goods](https://unguess.io/services/industry/fast-moving-consumer-goods/) - [Banking, Insurance & Financial Services](https://unguess.io/services/industry/banking-insurance-financial-services/) - [Travel & Hospitality](https://unguess.io/services/industry/travel-hospitality/) - [Utilities](https://unguess.io/services/industry/utilities/) - [Healthcare](https://unguess.io/services/industry/healthcare/) - [Media & Entertainment](https://unguess.io/services/industry/media-entertainment/) - [Automotive](https://unguess.io/services/industry/automotive/) - BY USE CASE - [Ai Training](https://unguess.io/services/ai-training-testing/) - [User Experience](https://unguess.io/services/use-case/user-experience/) - [Software Quality](https://unguess.io/services/use-case/software-quality/) - [Cyber Security](https://unguess.io/services/use-case/cyber-security/) - [Accessibility](https://unguess.io/services/accessibility/) - [VIEW ALL PRODUCTS](https://unguess.io/services/) - [HOW IT WORKS](https://unguess.io/how-it-works/) - [OUR CROWD](https://unguess.io/our-crowd/) - COMPANY - [About us](https://unguess.io/about-us/) - [Life at UNGUESS](https://unguess.io/life-at-unguess/) - [Partners](https://unguess.io/partners/) - [SHOWCASES](https://unguess.io/showcases/) - [Case Study](https://unguess.io/showcases/case-study/) - [Unguess Challenges](https://unguess.io/showcases/unguess-challenges/) - [White Paper](https://unguess.io/showcases/white-paper/) - [Webinar](https://unguess.io/showcases/webinar/) - [BLOG](https://blog.unguess.io) - - - - [CONTACT US](https://unguess.io/it/inizia-ora/) [SIGN UP](https://app.unguess.io/) News # Black Friday 2025: Italians' expectations and purchasing habits Discover Italian consumer expectations and shopping habits for Black Friday 2025, highlighting key trends and challenges for e-commerce businesses based on UNGUESS survey data. [Laura Villa](https://blog.unguess.io/author/laura-villa) Nov 4, 2025 --- *71% of consumers will probably or definitely participate in Black Friday 2025. Many are already finding out about promotions and monitoring products on their wish lists, especially in the fashion, electronics, and technology categories.* *1 in 2 Italians will take advantage of Black Friday promotions to get a head start on their Christmas shopping.* *The results of the UNGUESS survey on the expectations, habits, and shopping experience of Italian users ahead of November 28.* --- **UNGUESS Research Center**, our research center, conducted a survey to thoroughly analyze the **expectations, habits, and shopping experience of Italian users during Black Friday**, collecting key data ahead of **November 28**. #### **Challenges and opportunities for e-commerce** **In 2024, Italians spent over €2 billion between Black Friday and Cyber Monday**. Expectations are even higher for **2025**:**71% of consumers said they would probably or definitely** participate. However, during this period of heavy shopping, a major risk for e-commerce concerns **online shopping cart abandonment**, which affects an average of **69.8% of orders**. Considering last year's data, according to which the **average receipt** in Italy was **€119**, even **the loss of a few shopping carts can translate into economic losses of thousands of euros**. For this reason, e-commerce businesses must be ready and attentive to respond effectively to consumer needs at this crucial stage. #### **The shopping habits of Italians** According to the UNGUESS survey, **57% of users prefer online shopping**, appreciating the **convenience, wide selection, and advantageous prices**. On Black Friday, users purchase goods for **personal use (83%)** or to **take advantage of promotions in view of Christmas gifts (50%)**. Many consumers prepare for Black Friday by finding out about promotions in advance or monitoring the products they want and adding them to their wish lists, which fall into the categories of **fashion and clothing, electronics, and technology.** #### **Expectations for 2025** The majority of users expect **discounts of at least 30%** and a positive shopping experience during Black Friday, characterized by **fast processes**, **clear promotions**, and **wide product availability.** However, during **Black Friday 2024**, almost **a third of respondents did not make any purchases** due to **unattractive discounts (35%)** and **a lack of promotions on desired products (34%)**. Among those who did make purchases, 38% said that the promotions were in line with their expectations, but there remains a certain **skepticism about the real convenience and reliability of the discounts**. *"In view of Black Friday 2025, it is essential to offer clear and transparent prices and discounts, as users are increasingly informed and aware of their expectations. In particular, in the electronics, clothing, and home sectors, competition is very intense and careful preparation is needed. We expect users to continue to prepare in advance, monitoring products of interest and adding them to their shopping carts, in order to enjoy a faster and smoother shopping experience. However, it is essential to ensure that discounted items are actually available, preventing them from selling out too quickly and shopping carts from being abandoned earlier than expected,"* says **Laura Villa, Marketing Lead at UNGUESS**. ### Download the full Research [News](https://blog.unguess.io/tag/news) [User Research](https://blog.unguess.io/tag/user-research) [Share via Facebook](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fblog.unguess.io%2Fen%2Fblack-friday-2025-aspettative-e-abitudini-di-acquisto-degli-italiani-1) [Share via Twitter](https://twitter.com/intent/tweet?url=https%3A%2F%2Fblog.unguess.io%2Fen%2Fblack-friday-2025-aspettative-e-abitudini-di-acquisto-degli-italiani-1&text=Black+Friday+2025%3A+Italians%27+expectations+and+purchasing+habits) [Share via Email](mailto:?subject=Black+Friday+2025%3A+Italians%27+expectations+and+purchasing+habits&body=https%3A%2F%2Fblog.unguess.io%2Fen%2Fblack-friday-2025-aspettative-e-abitudini-di-acquisto-degli-italiani-1) [Share via LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fblog.unguess.io%2Fen%2Fblack-friday-2025-aspettative-e-abitudini-di-acquisto-degli-italiani-1&title=Black+Friday+2025%3A+Italians%27+expectations+and+purchasing+habits&summary=Discover+Italian+consumer+expectations+and+shopping+habits+for+Black+Friday+2025%2C+highlighting+key+trends+and+challenges+for+e-commerce+businesses+based+on+UNGUESS+survey+data.) ## Similar posts Software Development & Testing ### [Back to Office 2025: How UX, Software Quality, and Cybersecurity shape a smooth return to work](https://blog.unguess.io/back-to-office-2025-make-the-return-smoother-with-ux-software-quality-and-cybersecurity?hsLang=en) Discover how UX, software quality, and cybersecurity can make the 2025 back to office seamless, secure, and more productive for your teams. 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