Greek consumers are doubling down on e-commerce this Black Friday, with online shopping emerging as the dominant choice across age groups, according to Klarna’s latest survey.
Fashion and tech once again sit at the top of shoppers’ wish lists. This year, 37.7% of respondents said they plan to buy clothing, while 35.3% are eyeing technology products—continuing last year’s trend, when tech led with 38.2%.
Seasonal shopping is also gaining traction: 22.7% of consumers plan to use Black Friday deals to buy Christmas gifts, and 20.3% intend to pick up home-related items. Another 25.5% expect to shop but haven’t yet decided what to buy, a sign of late-stage deal hunting.
The shift toward digital shopping is unmistakable. Nearly six in ten respondents (58%) say they will search for and purchase products online, making it the top choice in every age bracket. Just 16.8% plan to browse and buy exclusively in physical stores.
Overall enthusiasm for Black Friday remains strong: 87.9% of participants intend to make a purchase during the sales period. Most plan modest spending—31.1% will spend 101–250 euros, while 26.3% expect to stay within the 51–100 euros range. Only 19% are willing to go up to 251–500 euros.
Consumers are entering the sales with a cautious eye. A significant 41.2% say they will check prices in advance to ensure discounts are genuine, while 34.3% plan to buy only what fits their budget.
Meanwhile, skepticism over the authenticity of Black Friday deals persists, though slightly reduced: 25.3% still doubt the legitimacy of discounts, down from 32% last year.
When it comes to payment methods, debit cards lead the way with 54.9%, followed by credit cards at 19.9% and cash at 18.9%. Flexible, interest-free payment options—including Buy Now, Pay Later—are gaining notable momentum, with adoption rising nearly 29% compared with last year.
The survey was conducted in Nov. 2025 among 1,000 consumers aged 18–77.
Source: tovima.com
