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.