Almost three-quarters of Irish consumers plan to spend the same or less this Black Friday weekend compared to last year, according to a new survey by PwC. The research shows that 73% of respondents intend to maintain or reduce their spending, up from 64% in 2024.
On average, Irish shoppers expect to spend at least €283 during the sales weekend, down from €329 last year. Despite the reduction, Ireland remains among the highest spending nations in Europe, where the average planned spend is €268.
The survey, which included 10,000 consumers across Europe, with 2,000 in Ireland, found that 62% of Irish respondents said they are likely or extremely likely to purchase at least one item over Black Friday and Cyber Monday, slightly lower than last year’s 64%. Around 14% of Irish shoppers expect to spend €500 or more during the weekend.
John O’Loughlin, Partner at PwC Ireland’s Retail & Consumer Practice, said ongoing cost-of-living pressures are shaping consumer behaviour. “Many Irish shoppers plan to spend the same or less during the Black Friday sales period,” he said. “Nonetheless, the sales weekend remains a critically important sales period with strong consumer interest apparent.”
O’Loughlin noted that shoppers are increasingly seeking value and are focusing on specific items and the best deals in the run-up to Christmas. The survey found that 83% of Irish consumers plan to use Black Friday for Christmas shopping, compared with a European rate of 78%.
Online shopping continues to dominate, with 64% of Irish consumers indicating they will primarily shop online. However, interest in in-store shopping remains significant, with 36% of respondents preferring to buy items in physical stores. This is slightly higher than the European average of 33%, suggesting that many Irish consumers still value the in-person shopping experience.
The findings indicate a cautious but engaged approach from Irish shoppers this year. While spending is expected to fall, demand remains strong for key products, especially gifts for the holiday season. Retailers are likely to see concentrated buying activity as consumers search for deals and prioritize essential purchases.
PwC’s survey highlights how economic pressures are influencing consumer habits while also showing that the Black Friday and Cyber Monday period continues to be a vital driver of retail activity. Businesses can expect a mix of online and in-store traffic as shoppers look to make the most of discounts, with value-focused purchasing likely to shape overall spending patterns.
