BLACK FRIDAY SURVEY 2025: Two-thirds of Germans take advantage of deals, impulse buys beat shopping lists

Ingolstadt, November 19, 2025.

A look at consumer trends this fall:

• Black Friday firmly on the agenda: 65% of Germans have already shopped during Black Week, 46% of them even multiple times.
• Impulse rather than plan: The majority (59%) are inspired by offers, while only 32% shop according to a fixed list.
• Black Friday budget 2025: 39% of respondents are planning with a budget of up to €300, while 21% consciously choose not to set a fixed limit.
• Why do we look for deals? The joy of fulfilling a wish (30%) is the biggest driver – not the fear of missing out (2%).

The detailed results can be found at: https://www.mediamarkt.de/de/content/themen-specials/aus-aktuellem-anlass/technik-kauf-umfrage-2025

Black Friday: Inspiration Beats Shopping List

Black Week is well-established in German retail: 65% of respondents have already taken advantage of the sales week for shopping, 46% of them even multiple times. The shopping itself rarely follows a rigid plan. The majority (59%) are inspired by the offers and decide spontaneously. Only around a third (32%) wait with a fixed shopping list and budget for suitable deals. There are significant regional differences: While Black Friday has a fixed place in the calendar for 64% of shoppers in Hamburg and Bremen, Berlin (38%), Brandenburg (34%), and Saxony (31%) are more reserved, with a high percentage of non-shoppers.

The Black Friday Budget 2025: Realistic, with Room to Spend

Germans are taking a realistic approach to their budgets for this year's Black Week: The largest group (25%) is planning with €100–€299. A smaller budget of under €100 is planned for 14%. One-fifth (21%) are deliberately not setting a fixed budget to remain flexible. Younger people predominantly plan with budgets up to €300, while older generations are less likely to set a fixed limit. Hamburg residents are particularly generous with their spending: 12% of respondents there are planning with a budget of €1,000 or more, significantly exceeding the nationwide average of 2%.

Why We Hunt for Bargains: Reward Instead of FOMO

The biggest incentive when searching for deals is not the fear of missing out (FOMO), which is cited by only 2% of respondents. Instead, Germans are driven by a mix of emotional reward – such as fulfilling a long-held wish (30%) – and the rational certainty of having made a smart deal (28%). Successful deals are usually discussed afterward in small groups (42%), but for 8% of respondents, deliberately concealing purchases is also occasionally an issue.

Digitally informed, personally advised

A clear pattern emerges when researching before buying expensive electronics: The most important sources of information are manufacturer websites (20%), comparison portals (17%), and customer reviews (15%). Despite this digital dominance, personal advice remains crucial: For almost three-quarters (73%), it is "important" or "very important." Its importance increases significantly with age: While only 18% of 18- to 29-year-olds rate advice as "very important," this figure rises to 42% for those over 70.

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About the Methodology

For this representative survey, over 1,000 people in Germany were interviewed in the fall of 2025. The survey targeted individuals aged 18 and over and covered various age groups, genders, and regions. The survey addressed topics such as general shopping behavior during Black Week, planned budgets, motivations for finding deals, the importance of customer service, and willingness to have items repaired.