Black Friday 2025: From hype to habit – Study Starcom Romania

Black Friday in Romania has officially crossed a threshold. What once felt like a chaotic sprint for discounts now behaves more like a well-rehearsed ritual – planned, researched, and executed with precision.

The 11th edition of the Starcom Romania study, which tracks the same consumers before and after Black Friday, confirms a simple truth: Black Friday is no longer about temptation alone. It’s about preparation and conversion discipline.

“Black Friday remains a relevant event for Romanian consumers, being perceived as a strategic opportunity to make important purchases – products that would normally be harder to afford throughout the year. At the same time, consumers are taking advantage of discounts to cover everyday needs as well, reflecting a more calculated and budget-conscious approach.

Even so, Black Friday continues to be a moment when Romanians allow themselves small indulgences, provided the offers are sufficiently attractive. Increasingly, discounts are also used for purchasing Christmas or birthday gifts, helping consumers manage the financial pressure of the holiday season more effectively. This behavior reflects both the current economic context and a growing maturity in financial education,” said Mirela Mirică, Media Research Specialist, Starcom Romania.

Showtime unveiled: intentions that actually convert
Black Friday 2025 delivered something marketers always chase: alignment between intention and action. A striking 84% of consumers intended to shop, and 79% actually did, resulting in a 94% conversion rate.

This is not impulse-driven behavior. Consumers came prepared with lists, price benchmarks, and expectations already set. For brands, this reframes Black Friday from a persuasion battle into a performance test: if you’re not converting, it’s rarely because demand isn’t there. Growth on Black Friday is less about creating desire and more about removing friction between intent and checkout.

Decoding content preferences: what really cuts through
Consumers say they like contests and classic promotions. But their behavior tells another story.
What truly captured attention in 2025 were: daily deal posts, discount notifications, video content showcasing concrete offers, detailed product reviews. In short, practical, timely, deal-forward content wins, not abstract brand storytelling.

Black Friday content is not the moment for vague inspiration. It’s a moment for clarity, proof, and speed. Formats that reduce decision effort outperform those that try to entertain.

Setting the stage: the pre-Black Friday effect
Early campaigns are no longer diluting Black Friday, they are shaping it. While the largest segment still claims early promotions don’t affect them, the share of consumers whose interest increases due to pre-Black Friday activity is growing, and resistance is slowly declining.

At the same time, consumers are starting their research earlier than ever: 1–2 weeks before, even 3–4 weeks before the event. Last-minute research is shrinking. Black Friday is no longer a date; it’s a season, and brands that show up late are competing only on price, not relevance.

Strategic planning prevails: the rise of the rational shopper
Most Romanian consumers now approach Black Friday with a planner’s mindset: comparing prices, tracking wishlists, monitoring discounts in advance. Impulse still exists – 79% admit to unplanned purchases – but it now coexists with discipline, not chaos. Consumers want:

• big discounts, but for a short time
• proof that the deal is genuinely good
• confidence they are “winning” the moment

For decision-makers: Black Friday success increasingly depends on price credibility. Shoppers arrive informed; misleading discounts are easier than ever to spot.

Decision drivers: why people actually buy
Necessity remains the strongest driver: replacing worn-out products, buying essentials, stocking up. But emotional layers matter too: enjoyment of the event, spontaneous self-reward, gifting (though more selectively than intended).

Interestingly, 64% managed to buy exactly what they planned, and 73% say discounts were the primary trigger – far outweighing ads, influencers, or peer pressure. Price still dominates, but clarity and trust determine where that price is redeemed.

Channels spotlight: digital leads, physical still matters
Black Friday in Romania remains decisively online-first. Convenience and access to discounts keep digital dominant. That said, physical stores still play a role for: immediate product testing, faster gratification, certain high-involvement categories.

Mobile devices continue to anchor both planning and purchasing, reinforcing the need for seamless cross-device journeys. Black Friday is not omnichannel by ambition, but by necessity. Any disconnect between device, platform, or store breaks momentum.

Products runway: from big-ticket to daily essentials
Black Friday is no longer just about TVs and appliances. Yes, high-value electronics still convert strongly, but so do skincare, FMCG-style fast consumption products, everyday household needs.

Consumers use Black Friday both to invest and to optimize daily budgets. Meanwhile, planned budgets consistently exceed actual spend, suggesting either smarter deal-hunting or growing financial restraint.
Black Friday is evolving into a portfolio moment, not a single-category spike.

Emotional echoes: satisfaction, trust, and future intent
Perception of Black Friday discounts has improved steadily since 2021.
In 2025, most consumers describe deals as normal to very good, with fewer dismissing them as fake or irrelevant. Satisfaction continues to rise, and interest in future Black Friday editions is at its highest level to date. This matters because trust compounds. Each good Black Friday sets the baseline for the next.

Jingle all the way: when Black Friday meets Christmas

Black Friday has become a structural part of Christmas planning.
Consumers increasingly budget earlier, start Christmas shopping during discount periods, use Black Friday to spread financial pressure across months. Last-minute gifting is declining, replaced by rational, calendar-driven purchasing.
Black Friday is no longer competing with Christmas; it’s financing it.

Black Friday 2025 shows a market that has grown up. Consumers are informed, intentional, less impulsive, but still emotional. For brands, the real question is no longer how loudly they can speak, but how well they fit into the consumer’s plan. Those who do build lasting trust. Download the study.

Methodology
This study surveyed 985 urban internet users, employing a unique approach: participants were interviewed both before and after Black Friday. This method allowed for real-time tracking of planning versus actual purchase behaviors, delivering a comprehensive view of evolving consumer trends and decisions during the event. For further insights or a detailed analysis, feel free to reach out at consumer@starcomww.com.