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Greek consumers are increasingly strategic in their approach to Black Friday, according to the "The Black Friday 360°" survey conducted by NielsenIQ for the Hellenic Confederation of Commerce and Entrepreneurship (SEYPE). The findings, presented at the "Black Friday Consumer Insights 2026" event, indicate that shoppers enter the period with defined budgets and a systematic approach to evaluating discounts. The survey reveals that 84% of Greeks are familiar with the discount event, with approximately 8 out of 10 having made a purchase during this period over the last three years. Despite inflationary pressures, 70% of respondents expressed an intention to spend on products or services that are typically priced higher. The primary motivations for participation include purchasing necessary items at a lower price (66%) and replacing old or damaged goods (34%). Average spending is projected to remain consistent with 2025 levels, reaching approximately 258 euros. Smartphones are the top priority for consumers, cited by 19% of respondents with an average expected spend of 401 euros. Laptops command the highest expected expenditure per unit, at 642 euros. In the fashion sector, 56% of consumers indicated they would purchase clothing and 46% would buy footwear if they encountered attractive offers. Regarding shopping habits, 70% of consumers plan to use a hybrid approach, combining online and physical stores. Only 16% intend to shop exclusively in-store, while 10% plan to shop exclusively online. While search engines are the primary source for initial information (49%), physical stores remain the most significant touchpoint for completing a purchase (30%). Consumers visit physical stores primarily to inspect or test products (53%) and for immediate receipt (45%), whereas online shopping is preferred for time efficiency (50%) and access to exclusive digital offers (42%). Logistics preferences show a shift toward convenience, with 37% of consumers preferring parcel lockers for delivery, compared to 20% who prefer home delivery via courier. Transparency regarding delivery dates is highly valued, with 76% of consumers considering the exact delivery date more important than free shipping (60%). In the event of a delivery delay, 66% of consumers stated they would wait, while 28% would wait only if provided with a clear new delivery date; only 8% indicated they would cancel their order. Article source: IN.gr | Image credit: IN.gr
Greek consumers are increasingly strategic in their approach to Black Friday, according to the “The Black Friday 360°” survey conducted by NielsenIQ for the Hellenic Confederation of Commerce and Entrepreneurship (SEYPE). The findings, presented at the “Black Friday Consumer Insights 2026” event, indicate that shoppers enter the period with defined budgets and a systematic approach to evaluating discounts. The survey reveals that 84% of Greeks are familiar with the discount event, with approximately 8 out of 10 having made a purchase during this period over the last three years. Despite inflationary pressures, 70% of respondents expressed an intention to spend on products or services that are typically priced higher. The primary motivations for participation include purchasing necessary items at a lower price (66%) and replacing old or damaged goods (34%). Average spending is projected to remain consistent with 2025 levels, reaching approximately 258 euros. Smartphones are the top priority for consumers, cited by 19% of respondents with an average expected spend of 401 euros. Laptops command the highest expected expenditure per unit, at 642 euros. In the fashion sector, 56% of consumers indicated they would purchase clothing and 46% would buy footwear if they encountered attractive offers. Regarding shopping habits, 70% of consumers plan to use a hybrid approach, combining online and physical stores. Only 16% intend to shop exclusively in-store, while 10% plan to shop exclusively online. While search engines are the primary source for initial information (49%), physical stores remain the most significant touchpoint for completing a purchase (30%). Consumers visit physical stores primarily to inspect or test products (53%) and for immediate receipt (45%), whereas online shopping is preferred for time efficiency (50%) and access to exclusive digital offers (42%). Logistics preferences show a shift toward convenience, with 37% of consumers preferring parcel lockers for delivery, compared to 20% who prefer home delivery via courier. Transparency regarding delivery dates is highly valued, with 76% of consumers considering the exact delivery date more important than free shipping (60%). In the event of a delivery delay, 66% of consumers stated they would wait, while 28% would wait only if provided with a clear new delivery date; only 8% indicated they would cancel their order.
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