Μake us preferred on Google Greek consumers are approaching Black Friday with specific budgets and a focus on finding discounts on products they already need, according to a nationwide survey by NielsenIQ for the Hellenic Retail Business Association.
The findings, presented at the “Black Friday Consumer Insights 2026” event, suggest that the annual sales period has become a familiar part of the shopping calendar, with consumers increasingly comparing offers and planning purchases in advance.
Although inflation and rising prices continue to weigh on household budgets, 70% of respondents said they were willing to spend money on products or services offered at reduced prices.
The survey, titled “The Black Friday 360°,” found that 84% of Greeks are fully familiar with the shopping event, while approximately eight in 10 had made at least one purchase during the Black Friday period over the previous three years.
For 66% of respondents, the main reason for taking part is to buy a product they already need at a lower price. Another 34% said they planned to replace an old or broken item.
Average planned spending reaches €258
Consumers’ expected spending is projected to remain at roughly the same level as in 2025, with average planned expenditure reaching €258.
Smartphones are the most popular intended purchase, cited by 19% of respondents. Average planned spending on a smartphone stands at €401. The survey also found that 32% of consumers would be willing to wait up to 10 days to secure a more substantial discount.
Laptops are expected to attract the highest average expenditure, at €642.
Clothing and footwear are particularly likely to prompt spontaneous purchases if attractive offers become available. More than half of respondents, or 56%, said they would consider buying clothes, while 46% would be interested in purchasing shoes.
In the beauty category, perfumes lead both purchase intentions and expected spending.
Most consumers plan to shop both online and in stores
The survey points to a preference for combining digital and physical shopping rather than relying exclusively on one channel.
Around 70% of consumers plan to use both online and physical stores. By comparison, 16% expect to shop exclusively in stores, while 10% intend to make their purchases only online.
Search engines are the main starting point for product and offer research, used by 49% of respondents. However, physical stores remain the strongest point of contact when it comes to completing a purchase, accounting for 30%.
Overall, 64% of consumers expect to visit a physical store, primarily to see or try a product before buying it (53%) or to take it home immediately (45%).
Online shopping, meanwhile, is preferred by consumers seeking to save time, cited by 50%, or access exclusive online deals, mentioned by 42%.
Shopping preferences also vary by product. Smartphones are more likely to be purchased online, while consumers generally prefer physical stores for televisions and perfumes.
Parcel lockers preferred for deliveries
Parcel lockers are the preferred delivery method for 37% of respondents, almost twice the proportion who favor home delivery by courier, at 20%.
Knowing the exact delivery date before paying for an order is particularly important to consumers: 76% described it as a key consideration, compared with 60% who emphasized free shipping.
Most shoppers appear willing to tolerate delivery delays. If an order arrives late, 66% said they would wait, while 28% would do so only if given a clear revised delivery date. Just 8% said they would cancel their order.
